Meta has recently announced the launch of its first ad-free option for Facebook and Instagram, in response to the European Union’s General Data Protection Regulation (GDPR) passed in 2018. This new subscription tier is a significant shift for the social media giant, allowing users in the EU, as well as Iceland, Liechtenstein, Norway, and Switzerland, to access both platforms without being subjected to targeted advertising.
The ad-free experience is available to users 18 and older, allowing them to choose between using Facebook and Instagram for free or paying €10 per month for an ad-free browsing experience. The ad-free option is provided at no charge to users younger than 18. With the subscription, Meta pledges not to use any data for ad purposes, turning off first-party data and stopping any third parties from sending information about users. However, Meta clarifies that first-party data will still be used for functions unrelated to advertising.
Previously, Meta had argued that consent was not required to target adults in the EU with hyper-specific advertising. However, the company changed course and opted to roll out the ad-free subscription tier after facing scrutiny and a substantial fine related to data privacy violations. In early 2023, Meta was fined a billion dollars for transferring data on European users to the United States, further emphasizing the need to comply with GDPR regulations.
However, it is important to note that the ad-free option is currently only available to users in the EU and select European countries. At this time, there are no plans to roll out a similar ad-free experience for users in the United States, unless more aggressive legislation is passed to regulate data privacy.
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For users in regions where the ad-free option is available, they can expect to see a pop-up the next time they log in to Facebook or Instagram, providing them with the option to sign up for the ad-free experience. According to Alex Dziedzan, a policy communication spokesperson at Meta, this pop-up is a requirement to ensure that users are aware of the choice they can make and are not kept in the dark about the new subscription tier.
Signing up for the ad-free experience costs €10 per month if done through the desktop platform. However, users who sign up through the smartphone app will pay an additional €3 per month. The ad-free plan includes both in-app and web browsing, providing users with a seamless ad-free experience across both platforms.
Furthermore, users can easily find the option to sign up for the ad-free experience in the settings of their Facebook or Instagram account and can also manage their subscription from the same location. This ease of access ensures that users have full control over their ad-free subscription and can make changes as needed.
In conclusion, Meta’s introduction of the ad-free option for Facebook and Instagram in the EU is a significant step towards providing users with more control over their online experience. By allowing users to opt out of targeted advertising, Meta is responding to the growing demands for data privacy and regulation. However, it remains to be seen whether a similar option will become available to users outside the EU in the future.
