In response to evolving regulations in the European Union (EU), European Economic Area (EEA), and Switzerland, Meta has unveiled a new subscription option for users of Facebook and Instagram. Beginning in November, residents in these regions will have the choice between free, ad-supported services and a Ad-Free Subscription. During the subscription period, user data will not be utilized for advertising purposes, addressing privacy concerns.
Meta’s commitment to an ad-supported internet model remains steadfast, emphasizing its belief in providing users with personalized services, regardless of their financial circumstances. This approach also supports small businesses by enabling them to connect with potential customers, fostering growth and economic expansion in Europe.
Despite the introduction of the subscription model, Meta continues to advocate for an ad-supported internet while ensuring compliance with European regulations. In August, the company announced its plans to transition users in the EU, EEA, and Switzerland to the GDPR ‘Consent’ basis for processing data collected on their platforms for advertising.
This move aligns with emerging regulatory requirements, taking into account the interpretation of GDPR by the Irish Data Protection Commission and the forthcoming Digital Markets Act. The subscription option for an ad-free experience provides users with choices that meet European regulatory standards, with the Court of Justice of the European Union recognizing this model as a valid form of consent for ad-funded services.
For users opting for the free, ad-supported option, Meta assures that there will be no change in their service experience. They will retain access to tools such as Ad Preferences and ‘Why am I seeing this ad?’ to control the ads they view and the data used for personalization.
Advertisers can continue running personalized advertising campaigns in Europe, catering to users who choose the ad-supported service. Meta remains committed to developing tools that balance the value of personalized advertising with user control over their ad experience.
Subscription pricing is set at €9.99 (USD 10 or Rs. 881 approx.) per month on the web or €12.99 (USD 13 or Rs. 1,145 approx.) per month on iOS and Android. These prices include fees charged by Apple and Google in accordance with their respective policies. Until March 1, 2024, the initial subscription fee covers all linked accounts in a user’s Accounts Center. After this date, additional fees will apply for each linked account.
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