In response to growing concerns over ad targeting and data collection practices, Meta is rolling out a paid subscription offering an ad-free experience on Facebook and Instagram. Initially available across the European Union, users can opt for this premium service at €9.99 per month on web browsers or €12.99 per month on mobile platforms, taking into account the extra fees on iOS and Android.
This strategic move aims to align with European data laws, especially the Digital Markets Act and GDPR. By allowing users to select a paid ad-free version or continue with the free version that includes data collection for ad targeting, Meta positions itself as more transparent and compliant with evolving privacy standards.
In a recent blog post, Meta acknowledged its commitment to adhering to European regulations, emphasizing the importance of understanding and respecting their intent.
While the subscription will be restricted to users aged 18 and above residing in the EU, EEA, and Switzerland, Meta reassures that free access will remain for those not wishing to upgrade. Current ad preference tools will also continue to be available for these users.
However, there’s a caveat. Although the subscription will initially cover all linked Facebook and Instagram accounts, starting March 1st, 2024, an extra fee of €6 (web) or €8 (iOS and Android) will be charged per linked account. Meta ensures that for subscribers, their data will remain untouched for ad targeting purposes.
This move by Meta is a significant acknowledgment of the shifting landscape of online privacy. By offering a paid, ad-free alternative, Meta not only opens a new revenue stream but also provides a solution to the increasingly stringent privacy demands in the digital era. The subscription may reshape user experiences and possibly set a trend for other platforms in the future.
