October 31, 2023 at 05:37AM
From November, Meta will offer a paid subscription that allows users in the EU, EEA, or Switzerland to avoid ads and have their data protected. The monthly fee is €9.99/month on the web and €12.99/month on iOS and Android. Additional fees will apply for extra accounts. This move comes as a response to European regulators’ pressure on data usage. However, privacy campaigners have criticized the pricing and raised concerns about the legality of the subscription model. Meta also needs to find a solution for under-18 users to comply with regulations.
Starting from November, users in the EU, EEA, and Switzerland will have the option to pay Meta to stop receiving ads on Instagram or Facebook and prevent their data from being used for marketing purposes. The subscription fee for this service will be €9.99/month on the web or €12.99/month on iOS and Android. The higher price for iOS and Android is due to the cut demanded by Apple and Google for purchases.
The subscription will apply to all linked Facebook and Instagram accounts in a user’s Accounts Center, regardless of where the purchase is made. However, starting from March 1, 2024, Meta will require an additional fee of €6/month on the web and €8/month on iOS and Android for each additional account listed in a user’s Accounts Center.
Meta is implementing this subscription model in response to the rulings of European regulators, who are increasing pressure on social media platforms regarding the use of personal data. The company had previously stated its intention to seek explicit consent from EU users before serving targeted ads.
If users choose not to subscribe, they implicitly consent to receiving ads and their data being used in personalized advertising campaigns.
The introduction of paid subscriptions for data privacy has raised questions about the alignment with regulatory rulings. Privacy campaigner Max Schrems has criticized the subscription model’s cost and questioned its compliance with the rulings from the Court of Justice of the European Union (CJEU).
Meta also needs to address the issue of users under the age of 18. While the ad-free subscription model is available for users aged 18 and above, Meta is exploring ways to provide responsible ad experiences for younger users in compliance with evolving regulations.
Meta is under scrutiny from lawmakers and has been identified as a gatekeeper under the European Commission’s Digital Markets Act. With the combined impact of the Digital Services Act, Meta’s handling of children’s data for marketing purposes is likely to undergo further examination.