Meta has unveiled its plans to introduce an advertisement-free alternative for accessing Facebook and Instagram for people residing in the European Union (EU), the European Economic Area (EEA), and Switzerland.
This initiative aims to align with the evolving data protection regulations in the region.
Details About the Initiative
The ad-free subscription, priced at €9.99 per month when accessed via the web and €12.99 per month on iOS and Android platforms, is slated for official release next month.
This move follows the company’s earlier proposal for a subscription-based version of its services, initially reported by The Wall Street Journal.
In Meta’s words, “In November, we will be offering people who use Facebook or Instagram and reside in these regions the choice to continue using these personalized services for free with ads, or subscribe to stop seeing ads.”
More About Subscription Package
During the subscription period, user data will not be utilized for advertising purposes, and the subscription fee covers all associated accounts for a user.
However, commencing March 1, 2024, Meta intends to impose an additional charge, amounting to €6 per month on the web and €8 per month on iOS or Android, for each additional account registered in a user’s Account Center.
Meta will also temporarily suspend the display of ads to users below 18 in regions where the ad-free subscription option is available, commencing on November 6, 2023.
As Meta states, “The option for people to purchase a subscription for an ad-free experience strikes a balance between meeting the demands of European regulators, granting users a choice, and allowing Meta to continue serving all users in the EU, EEA, and Switzerland.”
Striving to be on the Lead Board Again
This decision follows a €390 million fine imposed on the tech giant in January, linked to violations of Europe’s leading privacy law, the General Data Protection Regulation (GDPR).
The Irish Data Protection Commission (DPC) found that users had no choice but to accept the terms of service to access Meta’s digital platforms, thereby granting consent for targeted advertising based on their online behavior.
In August 2023, Meta declared its intention to transition to a consent-based approach, enabling users to opt out of its behavioral advertising practices.
Meta asserts that its subscription model serves as a valid form of consent for an ad-supported service, citing a ruling from the Court of Justice of the European Union (CJEU) in July, which emphasized that online platforms can provide an equivalent, ad-free alternative “for an appropriate fee” that doesn’t involve extensive data processing.
A Marketing Strategy or a Strategic Move?
Meta’s ad-free subscription service in Europe is not merely a business strategy; it’s a well-calculated move that sends a clear message about the company’s efforts for privacy and the responsible handling of user data.
The effort also highlights the need for collaboration in data privacy, national interests, and the evolving digital domain.
Anas Hasan
November 1, 2023
7 months ago
