Meta added ad-free Facebook and Instagram subscriptions in Europe

Meta decided to add ad subscriptions for Facebook and Instagram users in Europe. As of this week, users in the EU, EEA, and Switzerland now they have the choice to either continue using these platforms with personalized ads or pay a fee to remove sponsored posts completely. Users who decide to pay for the subscription, need to pay either €9.99 per month on the web or €12.99 per month on iOS and Android, and will not have their information used for ads.

The success of ad-free subscriptions could greatly influence reach and, consequently, ROI for this new service in Europe. However, the expense of these paid services, coupled with the planned additional fees for next year, may act as a deterrent for potential sign-ups.

An ad-free experience will be applied to all linked Facebook and Instagram accounts in a user’s Accounts Center, meaning that users need only to pay for one subscription to cover all of their accounts. Thus, this may change from next year.  

According to a recent article, from March 2024, Meta will add an additional fee of €6 per month on the web and €8 per month on iOS and Android will also be applied to each additional account listed in a user’s Account Center.

The reason why they decided to do it now is to provide a choice to users to subscribe without ads meet European regulations and let Meta serve users in the EU, EEA, and Switzerland. The CJEU confirmed that such a subscription model is a valid way for users to consent to an ad-supported service.

To Continue, Meta is only rolling out ad-free experiences for people aged 18 and up. However, the tech giant is continuing to explore new ways to offer teens a “useful and responsible ad experience” in light of the EU’s evolving regulatory landscape.

According to Meta:

“Advertisers will be able to continue running personalized advertising campaigns in Europe to reach those who choose to continue to receive a free, ad-supported online service.” Further, “Going forward, we will continue to invest to build new tools that preserve the value that both people and businesses get out of personalized advertising while allowing users to control their ads experience on our platforms.”

Meta, also added that the reason they add this kind of subscription is to create an ad-supported internet: “Which gives people access to personalized products and services regardless of their economic status. And also allows small businesses to reach potential customers, grow their business, and create new markets, driving growth in the European economy.”

“And like other companies, we’ll continue to advocate for an ad-supported internet, even with our new subscription offering in the EU, EEA, and Switzerland.  But we respect the spirit and purpose of these evolving European regulations, and are committed to complying with them.”

You can learn more about the new ad-free subscription here

Source: Search Engine Land

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