Facebook and Instagram, both owned by Meta, have announced the launch of a new ad-free subscription tier for users in the European Union (EU) and European Economic Area (EEA), excluding the UK. For a monthly fee of â¬9.99 (£8.72), users will be able to enjoy an ad-free experience on the platforms. This move comes after Meta was fined â¬390m in January for violating EU data rules related to advertisements.
The new subscription tier, which will be available from November, is aimed at addressing EU concerns regarding data privacy and consent. It will be exclusive to users aged 18 and above initially, but Meta is exploring options to serve ads to younger users within the boundaries of EU regulations. The company emphasized that the subscription is not primarily a revenue-generating measure but rather a response to comply with evolving European regulations. Meta also reiterated its commitment to an ad-supported internet that provides access to personalized products and services for all users, regardless of their financial status.
Users will have the choice to continue using the platforms for free, allowing their data to be collected, or to pay for the subscription and opt out of targeted ads. However, it’s worth noting that there may be additional charges beyond the monthly fee. If users choose to purchase the subscription on iOS or Android, they will incur an extra â¬3 per month due to platform fees. To avoid this charge, users can opt to pay for the subscription through the Facebook and Instagram websites instead of the mobile apps.
Starting from March 2024, users will also have to pay additional fees for each additional account they have on the platforms. This means that individuals with both personal and business accounts, for example, will incur higher costs. This change aims to encourage users to consolidate their accounts and reduce potential misuse.
This announcement follows a similar move by Elon Musk’s X (formerly Twitter), which introduced a Premium+ service priced at £16 per month, providing an ad-free experience. X also offers a cheaper subscription tier that includes ads but offers additional features like post-editing, as well as a standard premium tier that grants users a verified blue checkmark and other benefits.
In addition to Facebook and Instagram, TikTok has also been experimenting with a monthly subscription to remove ads, set at $4.99. However, it is unclear whether this feature will be rolled out globally.
The introduction of an ad-free subscription tier by Facebook and Instagram highlights the growing demand for ad-free experiences among users. This move aims to address privacy concerns and provide an alternative for those who are willing to pay to avoid targeted ads. However, users should be cautious about the potential costs associated with this subscription, particularly the additional charges for iOS and Android payments. It is advisable for users to carefully consider their options and evaluate the value they place on an ad-free experience compared to the associated costs.
Overall, this development reflects the ongoing changes in the digital advertising landscape and the efforts of social media platforms to balance user privacy concerns with revenue generation.
