Richard Parks In response to regulatory pressure from the European Union, Meta has introduced a new “less personalised” ad option for Facebook and Instagram users in the region. EU users can now choose between continuing with free access featuring less targeted ads or opting for an ad-free experience at a discounted subscription price.
This adjustment comes as a shift from Meta’s previous “pay or consent” approach, which required users to either pay for an ad-free version or accept fully personalised ads. Meta announced on Tuesday that it has reduced its ad-free subscription fees by 40%, bringing the cost to €5.99 per month on the web and €7.99 on mobile, with current subscribers automatically receiving the new rates.
Meta’s Changes Reflect Compliance with EU Data Privacy Rules
The changes align with EU regulatory expectations outlined in the Digital Markets Act (DMA). Under this legislation, large tech platforms labeled as “gatekeepers” must receive explicit consent from users before combining their data with third-party sources for ad targeting. The European Commission emphasized that users should have a choice to engage with these platforms without extensive data tracking.
While Meta acknowledged that less personalised ads may not align as closely with users’ interests, the company emphasized that targeted advertising is vital for supporting a free and accessible internet.
EU-based Facebook and Instagram users will soon see notifications about these new options, inviting them to select either a subscription or a less personalised ad experience on the platforms.