Meta’s Facebook and Instagram Introduce Ad-Free Subscriptions in Europe, Excluding the UK. To address concerns raised by European regulators, Meta’s social media platforms, Facebook and Instagram, are launching ad-free subscription options for users across most of Europe. However, this subscription service will not be available in the United Kingdom. Users in the European Union, European Economic Area, and Switzerland can pay €9.99 monthly for an uninterrupted ad-free experience starting in November.
This initiative follows a €390 million fine imposed on Meta in January for violating European Union data rules related to advertising. The European regulator, at the time, emphasized that Meta could not compel users to provide consent for their data to be used or force them to leave the platforms.
Initially, this subscription option will be accessible to users aged 18 and above, with Meta exploring ways to serve ads to younger users without infringing on EU regulations. Meta stressed that this subscription service is not primarily designed to generate revenue but to address the concerns of European regulators. In a blog post, the company stated, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status.” The subscription option allows users to choose between a free, ad-supported experience with data collection and an ad-free experience obtained by paying the monthly fee.
However, it’s worth noting that users opting for this subscription might end up paying more than the base €9.99 monthly fee. Those who purchase the subscription through iOS or Android platforms will incur an additional charge of €3 per month, covering the fees these platforms take. To avoid this extra cost, users can opt for the subscription via the Facebook and Instagram websites rather than the mobile apps. Starting from March 2024, users with multiple accounts on these platforms, such as both personal and business accounts, will need to pay additional fees.
Meta’s move aligns with a broader trend in the tech industry. Elon Musk’s X (formerly Twitter) recently introduced a Premium+ service priced at £16 per month, offering an ad-free experience. Additionally, X offers a more affordable subscription tier that includes ads but provides features like post-editing, along with the standard premium tier that offers benefits such as a blue checkmark. TikTok is also testing a monthly subscription, priced at $4.99, which would remove ads. However, it remains to be seen whether this subscription option will be made available globally.
