Meta, the parent company of Facebook and Instagram, has announced a significant change for its European Union users: they can now opt for a less personalised ad experience. This development follows ongoing pressure from EU regulators, specifically in response to Meta’s “pay or consent” advertising model.
In a statement on Tuesday, Meta confirmed that EU users will have the option to either subscribe for an ad-free experience or continue using the platforms for free, but with “less personalised ads.” This change comes as a shift from the previous model, which required users to either accept targeted ads or pay for an ad-free experience.
Meta also announced a 40% price reduction for its ad-free subscription service. For web users, the cost will drop from €9.99 to €5.99 per month, while mobile users will see a reduction from €12.99 to €7.99. Current subscribers will automatically benefit from the lower prices.
EU Pushback on Meta’s Advertising Practices
This move follows concerns from the European Commission that Meta’s existing “pay or consent” model was not compliant with the EU’s Digital Markets Act (DMA). Under the DMA, companies designated as “gatekeepers” must secure explicit consent from users before combining personal data with third-party information for targeted advertising.
Since the introduction of its “pay or consent” model in November 2023, Meta faced scrutiny for not providing an alternative ad option that relied less on personal data. The European Commission highlighted that users should have a choice that does not compromise their privacy but still grants full access to the service.
Meta has emphasized that while this new choice gives users more control over their data, it could result in ads that are less relevant to individual interests. However, the company maintained that personalised ads are essential to support a “free and inclusive internet” and a key driver of business revenue.
The “less personalised” option will feature ad breaks that are briefly unskippable to ensure continued value for advertisers. EU users of Facebook and Instagram will be notified about these changes and prompted to select their preferred option.