In a move to address EU concerns and offer users greater choice, Facebook and Instagram, both owned by Meta, are launching a subscription tier in most of Europe. This subscription, priced at €9.99 (£8.72) per month, will provide an ad-free experience on the platforms. Notably, the subscription will not be available in the UK.
The introduction of this subscription tier comes after Meta faced a €390 million fine in January for violating EU data rules related to ads. The regulator had emphasized that Meta could not “force consent” by requiring consumers to accept data usage terms or leave the platforms.
Starting from November, the ad-free subscription will be exclusive to users in the EU, European Economic Area (EEA), and Switzerland. Initially, it will be accessible only to users aged 18 and above, as Meta explores ways to serve ads to younger individuals in the EU while adhering to regulations.
Meta has clarified that the introduction of this subscription is driven by its commitment to comply with evolving European regulations rather than a profit-driven initiative. The company stated, “We believe in an ad-supported internet, which gives people access to personalised products and services regardless of their economic status.”
Users opting for this subscription will have the choice to continue using the platforms for free with data collection or pay to eliminate targeted ads completely. It’s worth noting that users who choose to pay via iOS or Android will incur an additional €3 monthly charge to account for platform fees. However, this extra cost can be avoided by subscribing through the Facebook and Instagram websites rather than the mobile apps.
Furthermore, starting in March 2024, users will face increased charges for additional accounts on the platforms, such as maintaining both personal and business accounts.
This announcement follows the introduction of Elon Musk’s X (formerly Twitter) Premium+ service, priced at £16 per month, which offers an ad-free experience. X also offers a lower-cost subscription tier that retains ads but includes the option to edit posts, along with the standard premium tier offering various benefits, including a blue checkmark.
Additionally, TikTok has been testing a $4.99 monthly subscription to remove ads, although there is no confirmation of a global rollout at this time.