To meet the European regulatory requirements, the Meta, its parent company Facebook and Instagram, offers a new subscription option to European Union (EU), the European Economic Area (EEA) and Switzerland
From November, users in these locations will be able to continue using the free Facebook and Instagram with personalized ad-supported features or subscribe subscribers to remove ads. Users' information will not be used for advertising purposes when they register.
Subscriptions will cost 9,99 euro per month on the internet and 12,99 euros per month on iOS and Android, depending on the platform. These prices include fees charged by Apple and Google as part of their respective purchasing practices. Subscription initially covers all linked accounts in a user's Account Center up to 1March 2024. However, starting from March 1, 2024, an additional amount charge will apply 6 euros/month on the internet and 8 euros/month on iOS and Android for each additional account that appears in the user's Account Center.
Meta underlines its belief in an ad-supported internet that enables all users, regardless of financial status, to access personalized products and services. It also underlines the importance of enabling small businesses to reach potential customers in order to promote economic growth in Europe. Even with the introduction of this new subscription option, the company remains committed to the campaign for an ad-supported internet.
The decision to offer a subscription model is in line with European regulatory requirements. In August, Meta announced its intention to move users to EU, EEA and Switzerland in its legal basis GDPR “Consent” to process the data collected on its platforms for advertising purposes. This change responds to evolving regulatory requirements, including the interpretations of the Irish Data Protection Commission and the recent decision of the Court of Justice of the European Union.
The Court of Justice of the European Union clearly recognized that a subscription model such as that provided by Meta is an acceptable form of consent for an ad-supported service. Users who prefer to continue using the platforms for free will have the same experience, thanks to existing tools and options that allow them to customize their ad experience.
Advertisers in Europe will be able to run tailored advertising campaigns to reach consumers who opt-in to the free, ad-supported service. Meta will continue to invest in new tools to preserve the value of personalized advertising for both users and companies, while giving users more control over their advertising experience.
Subscription option for ad-free usage will be available for users aged 18 and over. Meta is also exploring ways to provide teens with a responsible ad experience in light of the evolving regulatory landscape.
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