Meta launches ad-free subscription tier for Facebook, Insta ‘to comply with EU online ad order’

In a bid to offer an ad-free experience to their users, Facebook and Instagram, both owned by Meta, have unveiled subscription services for most of Europe. For a monthly fee of 9.99 Euro subscribers can eliminate advertisements on these platforms. However, it’s important to note that this feature will not be available to users in the United Kingdom. The launch of these ad-free subscriptions comes in the wake of a substantial fine imposed on Meta earlier this year. In January, the company was penalized 390 million Euros for violating European Union data regulations pertaining to advertisements. The European regulator had specifically criticized Meta for its practice of coercing users into consenting to how their data is utilized or compelling them to exit the platforms. Starting in November, the subscription tier will be exclusively accessible to users in the European Union, the European Economic Area, and Switzerland. Initially, this service will only be offered to individuals aged 18 and older, as Meta explores methods to serve advertisements to younger users without infringing on regulations. Meta has emphasized that the introduction of this subscription service is a response to concerns raised by the European Union rather than a profit-oriented move. In a blog post, the company stated, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status. 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. We respect the spirit and purpose of these evolving European regulations and are committed to complying with them.” Users will have the choice to either continue using the platforms for free, allowing their data to be collected, or to pay for an ad-free experience. It’s worth noting that the subscription fee may not be the only cost involved. Those who choose to subscribe on iOS or Android will incur an additional €3 monthly charge to cover the extra fees associated with these platforms. However, this supplementary fee can be circumvented by subscribing via the Facebook and Instagram websites rather than through the mobile apps. Furthermore, starting in March 2024, users will face additional charges for each additional account they maintain on the platforms, including both personal and business accounts. The introduction of ad-free subscriptions by Facebook and Instagram follows a similar move by Elon Musk’s X (formerly known as Twitter), which recently launched a Premium+ service for £16 per month, completely devoid of ads. X also offers a more economical subscription tier that retains ads but provides users with the ability to edit their posts, alongside the standard premium tier, which bestows users with a blue verification checkmark and other benefits. TikTok has also been experimenting with a monthly ad-free subscription priced at $4.99, although there is currently no indication that this service will be introduced on a global scale.