Meta is launching a new subscription plan in the European Union (EU), the European Economic Area (EEA), and Switzerland to accommodate the region’s continually evolving regulatory framework.
Meta will provide Facebook and Instagram users in these regions the option to use the services for free with advertisements or pay a subscription fee to remove them starting in the month of November.
Subscribers will not be targeted with advertisements while they are active.
To use Meta products without advertisements, individuals in these regions will be able to subscribe for a fee.
The subscription will cost €9.99/month on the web or €12.99/month on iOS and Android.
The subscription will apply to all linked Facebook and Instagram accounts in a user’s Accounts Center.
As is the case for many online subscriptions, the iOS and Android pricing takes into account the fees that Apple and Google charge through respective purchasing policies.
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.
According to Meta, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status. It also allows small businesses to reach potential customers, grow their business, and create new markets, driving growth in the European economy. And like other companies, we’ll continue to advocate for an ad-supported internet, even with our new subscription offering in the EU, EEA, and Switzerland. But we respect the spirit and purpose of these evolving European regulations, and are committed to complying with them.”
Giving consumers a choice and enabling Meta to go on providing services to everyone in the EU, EEA, and Switzerland while satisfying regulatory obligations in Europe is achieved by offering the option to purchase a subscription with no advertisements.
The CJEU specifically acknowledged in its ruling that a subscription model such as the one Meta is launching is a legitimate way for users to consent to an ad-supported service.
People in Europe who want to keep getting free, ad-supported online services will still be able to be targeted by advertisers through targeted ad campaigns.
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