On the Facebook and Instagram apps in Europe, Meta is cutting the price of an ad-free experience by 40 % to €5.99 per month on iOS and Android, and to €5.99 on the web. This update falls in line with evolving EU regulations and increased European regulatory demands that improve ad user experience control.
Lower Subscription Costs to Meet EU Expectations
Until this week, Facebook and Instagram users in the EU, EEA, and Switzerland can enjoy ad-free subscriptions for €5.99 per month on the web, and €7.99 on mobile. Each additional account within the same “Accounts Center” incurs a €4 (web) or €5 (mobile) monthly fee. From March 1, 2024, linked accounts will cost an additional €6/month on the web and an additional €8/month on mobile.
A Meta spokesperson said: “We believe keeping the internet free and inclusive is central to a healthy, growing market. And that’s why we’re committed to ad-supported models that respect European regulatory standards.”
These efforts come following rulings from the Court of Justice of the European Union (CJEU) in July. It has validated subscription options as legitimate consent under GDPR and DMA’s upcoming Digital Markets Act.
An Option for Less Personalized Ads
Besides the ad-free subscription, Meta will offer a new choice for users who prefer to continue with the free, ad-supported model: less personalized ads. The contextual ad targeting in these ads will be based on limited data such as location, age, gender, and how users were interacting with ads, users’ immediate browsing session.
This approach essentially diminishes data reliance to provide the ads less tailored to their user’s interests, but still relevant in their browsing context. But these ads will even occasionally have unskippable breaks that add value to advertisers.
Meta acknowledges: “Users may notice a drop in relevance with these less personalized ads, but it enables us to comply with regulatory demands while supporting small and medium-sized businesses, which make up over 99% of EU businesses.” Personalized ads are supporting €107 billion in revenue across Europe, creating many jobs, and stimulating economic growth.
Personalized Ads: Supporting Businesses and the Free Internet Model
Meta sticks with personalized ads, which it views as important to an inclusive internet. For small businesses, personal advertising comes with substantial benefits, such as the fact that it is cheap and helps them reach the right audience. Advertisers tell us they make €3.79 on average for every €1 spent on Meta’s platforms. Yet, after regulatory changes, Meta holds that most users will still choose personalized ads over other options because they work better.
The commitment to user privacy and control is driven by Meta’s Privacy Centre and other tools on the platform that allow individuals to take control of their ad experience. As part of Meta’s compliance updates, EU users will be promptly asked to choose between the ad-free and a less personalized option going forward.
Meta is continuing to invest in tools that promote the value of ads for users and businesses and adhere to regulatory standards, as regulations change. This is how we aim to stand up for the free internet model, progressing strongly on economic growth and user choice across the EU while at the same time protecting it.
