The Price of Privacy: Meta’s Response to EU Regulations with Ad-Free Facebook and Instagram

Meta is introducing a prompt encouraging users to subscribe to the ad-free version of Facebook and Instagram, in response to new EU privacy regulations. This move positions the use of Meta’s services with targeted ads as a choice for users. The alternative to ads is a monthly payment of approximately $20. The prompt specifies that users of both platforms will eventually need to pay an additional fee to cover both profiles. The pop-up has been observed on Instagram and Facebook, indicating its widespread rollout.

The Price of Privacy: Meta’s Response to EU Regulations with Ad-Free Facebook and Instagram

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The cost for an ad-free experience is €9.99 per month on the web or €12.99 per month through Google’s or Apple’s app stores, covering all linked accounts at present. Until March 1, 2024, the initial subscription covers all linked accounts in a user’s Accounts Center. However, beginning March 1, 2024, an additional fee of €6/month on the web and €8/month on iOS and Android will apply for each additional account listed in a user’s Account Center. The ad-free service is for users who are 18 and above.

According to Meta’s prompt, this new option is introduced due to changing laws in the user’s region. Adult users in eligible countries have options to choose between subscribing or using the products for free. Opting for the free option entails encountering personalized ads to discover products and brands, with the user’s information being utilized for advertising purposes.

This is what Meta said on the Facebook help page,

The option for people to purchase a subscription for no ads balances the requirements of European regulators while giving users a choice and allowing Meta to continue serving all people in the EU, EEA and Switzerland.

Meanwhile, advertisers will be able to continue running personalised advertising campaigns in Europe. To reach those who choose to continue to receive a free, ad-supported online service.

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