Meta introduces ad-free subscription model in Europe amid regulatory pressure

Social media giant Meta is rolling out a new subscription model for European users, allowing them to access the platform ad-free for a monthly fee of €9.99 to €12.99. This move comes as Meta faces increasing scrutiny from privacy regulators in Europe, who demand explicit consent for behavioral advertising.

The subscription choice is exclusively for adults, and Meta’s platforms will temporarily stop displaying ads for users below 18.

While some hail it as progress in valuing user data, critics argue that this ‘pay-for-privacy’ approach undermines fundamental rights and turns privacy into a luxury product. The debate surrounding the subscription model raises questions about how Meta will utilize user data collected from paid subscribers, a matter of ongoing concern for privacy advocates.

Why does it matter?

European courts have long required Meta to obtain explicit consent for using personal data in advertising. Norway, not an EU member but part of the European Economic Area, imposed daily fines on Meta, totaling over $7 million, for illegal behavioral advertising. Yesterday, the EU data regulator announced extending Norway’s ban, with even more substantial potential fines for Meta’s non-compliance. Despite mixed feelings about the new ‘pay-for-privacy’ approach, it remains to be seen how its implementation will unfold and how regulators will react.