Facebook, Instagram roll out ad-free experience in Europe

Meta has announced the introduction of a new subscription option in the European Union (EU), European Economic Area (EEA), and Switzerland. This is in response to the evolving European regulatory landscape.
This initiative, set to launch in November, allows users of Facebook and Instagram in these regions to make a choice between continuing to access personalized services for free with advertisements or opting for a subscription to enjoy an ad-free experience while ensuring their information is not utilized for ad targeting.
Under this subscription model, users in the specified regions will have the opportunity to subscribe for a fee and access our products without advertisements. The pricing structure will vary depending on the platform: €9.99 per month when using the web, and €12.99 per month for iOS and Android. It's important to note that this pricing variation takes into account the fees imposed by Apple and Google through their respective purchasing policies. Until March 1, 2024, the initial subscription fee will cover all linked Facebook and Instagram accounts within a user's Accounts Center. However, starting from March 1, 2024, an additional charge of €6 per month on the web and €8 per month on iOS and Android will apply for each additional account listed in a user's Account Center.
But why is Meta implementing this new subscription offering? The company says it is committed to maintaining an ad-supported internet, ensuring that people from all walks of life can access personalized products and services, while also facilitating small businesses in reaching potential customers and driving economic growth in Europe. While advocating for an ad-supported internet, Meta is equally committed to complying with evolving European regulations and respecting their spirit and purpose.
This decision aligns with Meta's earlier announcement in August, in which the company expressed its intention to transition users in the EU, EEA, and Switzerland to the "Consent" legal basis as per GDPR for processing data collected on their platforms for advertising purposes. This change was made in response to emerging regulatory requirements in the region, including the interpretation of GDPR by the Irish Data Protection Commission following a recent ruling by the Court of Justice of the European Union and the forthcoming Digital Markets Act.
The introduction of the subscription model is aimed at balancing the needs of European regulators, providing users with choices, and enabling Meta to continue serving the people of the EU, EEA, and Switzerland. The Court of Justice of the European Union has explicitly recognized the validity of a subscription-based model as a form of consent for an ad-supported service.
For users who opt to continue using Meta's products for free, their experience will remain largely unchanged, with ongoing support for tools and settings that empower individuals to control their ad experience. These tools include Ad Preferences, which offer a range of controls allowing users to influence the ads they see and the data used for ad targeting, as well as tools that explain "Why am I seeing this ad?" and help manage ad preferences.
Meanwhile, advertisers will continue to run personalized advertising campaigns in Europe for those who choose to avail of the free, ad-supported online service. Meta remains committed to investing in the development of new tools that preserve the value of personalized advertising for both users and businesses while giving users more control over their ad experience on Meta's platforms.

It's important to note that the subscription for an ad-free experience is available to individuals aged 18 and above, and Meta is actively exploring ways to provide teenagers with a useful and responsible ad experience in light of the evolving regulatory landscape.

This new subscription model has been factored into Meta's most recent business outlook and guidance. This press release contains forward-looking statements regarding Meta's business outlook and the evolving regulatory landscape. These statements should not be considered as predictions of future events. More information about potential risks and uncertainties related to Meta's business and financial results can be found in the most recent Form 10-Q. Meta undertakes no obligation to update these statements based on new information or future events.