In response to Europe’s stringent ad privacy regulations, Meta is unveiling a subscription model for its European audience, allowing an ad-free experience on Facebook and Instagram. Starting November, desktop users can enjoy this ad-free environment for approximately 10 euros ($10.50) monthly, while mobile users, due to app store commissions, will be charged around 13 euros.
- Meta’s subscription initiative covers both Instagram and Facebook in Europe.
- Desktop users can avail it at $10, while mobile users at $13.
- This strategic move aligns with the EU’s intensified stance on personalized advertising.
Meta’s announcement on Monday confirmed that European users, aged 18 and above, can opt for this monthly subscription to navigate Facebook and Instagram without the interruption of ads. The pricing structure, which takes effect in November, is designed to adhere to the EU’s directives against tailored advertising.
Last year, European authorities mandated Meta to provide users with a choice to decline personalized ads based on their platform activities. However, this subscription approach might face legal scrutiny. Some experts believe that charging users to avoid targeted ads might not stand legal grounds.
Relying heavily on user-engagement based advertising, Meta’s revenue model has been challenged recently. Apple’s 2021 decision to allow users to decline ad-tracking was projected to result in a $10 billion revenue dip for Meta.
This subscription model underscores the transformative impact of Europe’s rigorous regulatory landscape on tech behemoths. Earlier this year, Meta was slapped with a $1.3 billion penalty by European regulators for breaching data privacy norms, and the company even postponed the European debut of its Twitter rival, Threads, due to regulatory ambiguities.