Facebook and Instagram users in Europe will soon have the option to use the platforms with no advertisements for a monthly fee.
On Monday, Meta announced that starting in November users that are 18 years and older in Europe will be able to subscribe to an ad-free version of the platforms for 9.99 euros a month on desktop and 12.99 euros on IOS or Android devices.
Users wanting an ad-free experience on both their desktop and their phone will have to pay both.
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The subscription is being launched by Meta as its way of complying with a ruling by the E.U.'s top court, which decided, under the union’s data privacy laws, it must obtain consent before showing ads to users. These strict rules limit Meta’s ability to track users online, and sell the information to tailor ads for them.
“We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status,” the press release stated. “But we respect the spirit and purpose of these evolving European regulations, and are committed to complying with them.”
According to a Meta news release, the new subscription model is Meta’s way of obtaining consent as users who choose not to pay are technically giving consent to receiving ads.
A user on X, formerly known as Twitter, stated, “seriously wondering who’ll pay €10 a month just to use a social media platform, let alone Facebook.”
For the first several months, users who have purchased an ad-free subscription and have multiple accounts will be able to switch between profiles without any change in their ad-free experience. However, after February, Meta will charge 6 euros a month on the web and 8 euros a month on mobile for each additional account.
Besides paying more for extra accounts and paying twice to have the same experience on your phone and computer, social media users are wondering what the benefits are.
“€9.99 just for ad removal is scam. While I am not fan of Blue, at least it gives a lot of benefits that makes it worth 8 dollars imo,” the user posted.
Meta assures that those who choose not to purchase the subscription will continue to have free, ad-filled access to the platforms.
“The option for people to purchase a subscription for no ads balances the requirements of European regulators while giving users choice and allowing Meta to continue serving all people in the EU, EEA and Switzerland,” Meta said.