Facebook and Instagram have announced a new ad-free subscription option for EU options. Users of these Meta-owned platforms will be able to pay €9.99 per month in exchange for ad-free browsing.
Meta faced a fine of €390 million in January due to its violation of European Union data regulations related to advertising. The regulatory authority expressed its disapproval of Meta’s practice of coercing users into accepting data usage terms or leaving the platforms. As well as paying the fine, Meta pledged to make significant changes to its practices going forward.
This ad-free subscription will be exclusively accessible to users in the EU, the European Economic Area, and Switzerland, starting in November. Initially, only those aged 18 and above will be able to subscribe, but Meta is actively exploring options for delivering ads to younger users in compliance with regulations.
Meta emphasizes that this subscription model is aimed at addressing the concerns of the European Union rather than being primarily profit-driven. Users will have a choice: they can continue using the platforms for free, with their data being collected, or they can opt for a paid subscription to eliminate targeted ads.
Users can pay for this subscription via iOS or Android but will incur an additional €3 monthly fee to cover platform-related charges. This additional cost can be avoided by subscribing through the Facebook and Instagram websites rather than the mobile apps.
Starting in March 2024, users will also be required to pay extra for each additional account they maintain on these platforms, such as having both a personal and a business account.
In a blog post, the company said: “We believe in an ad-supported internet, which gives people access to personalised products and services regardless of their economic status.
The option for people to purchase a subscription for no ads balances the requirements of European regulators while giving users choice and allowing Meta to continue serving all people in the EU, EEA and Switzerland. We respect the spirit and purpose of these evolving European regulations, and are committed to complying with them.
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