Meta responds to European regulations with a subscription option

Meta will introduce a new subscription option for Facebook and Instagram users in Europe.

Starting in November, the subscription option will allow users to choose whether they want to continue using ad-supported platforms for free, or purchase a subscription and stop seeing ads while being assured that their data will not be used for advertising purposes, Meta said in a press release on Monday (October 30).

When launched in the European Union, European Economic Area and Switzerland, the subscription will cost 9.99 euros (about $11) per month on the web and 12.99 euros (about $14) per month on iOS and Android, according to the release. iOS and Android pricing includes fees charged by Apple and Google, respectively.

The decision to add an ad-free subscription option is in response to evolving European regulations, including the General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA), the release said. Meta aims to comply with these regulations while providing users with options and supporting the ad-supported internet.

Meta said in a statement that it believes and will continue to advocate for an ad-supported Internet that provides personalized products and services to people of all economic statuses and enables small businesses to reach potential customers.

“However, we respect the spirit and purpose of these evolving European regulations and are committed to complying with them,” the company said in a statement.

The subscription model will cover all linked Facebook and Instagram accounts in a user’s Accounts Center until March 1, 2024, according to the release. After this date, each additional account listed in your Account Center will incur additional fees of €6 (approximately $6) per month on the web and €8 (approximately $8) per month on iOS and Android.

For users who choose to continue using Facebook and Instagram for free, their experience will remain unchanged, the release said. Facebook provides tools and settings, such as Ad Preferences, that allow users to control their advertising experience and influence the ads they see.

Under the launch, advertisers will still be able to run personalized advertising campaigns in Europe, targeting users who choose the free online ad-supported service.

The ad-free Meta subscription option is not expected to launch in the US any time soon. The proposal has been developed solely to address the requests of European regulatory authorities.