After X (formerly Twitter), it is now Meta’s turn to launch its paid subscription. By paying a monthly fee of 9.99 to 12.99 euros, the digital giant promises its European users ad-free browsing. This, for “all users aged 18 and over”, and from November 2023.
Thus, “users within the European Union, Switzerland and the rest of the European Economic Area (Iceland, Norway, Liechenstein) will have the choice to continue to use free of charge” the two platforms with personalized advertisements, “or to subscribe to no longer see advertisements”, indicated the American company this Monday, October 30.
“We believe in an Internet financed by advertising”
Count 9.99 euros per month for Instagram or Facebook accounts on computer, and 12.99 euros for mobile applications on smartphone. Please note that until March 1, 2024, the initial subscription will cover all linked accounts in a user’s Account Center. After this date, additional fees of 6 euros per month on the web and 8 euros per month on mobile will apply for each additional account listed in a user’s center.
“We believe in an advertising-supported Internet that gives people access to personalized products and services regardless of their economic status,” says Meta. And he argues: “Advertising also allows small businesses to reach potential customers, grow their business and create new markets, which stimulates the growth of the European economy.”
The imperatives of European legislation
But in the shadow of this new subscription lies the need to respond to the regulatory imperatives posed by European legislation on personal data and targeted advertising. And for good reason, the Digital Service Act (DSA) which came into force on August 25, established a new round of safeguards in terms of targeted advertising, particularly targeting minors.
As early as this summer, Meta announced its “intention” to comply with community regulations. A shift which also follows a warning from the Norwegian data protection authority. This had temporarily prohibited the American group from distributing targeted advertising without the consent of Internet users using Facebook or Instagram from Norway.
“In its decision, the CJEU (Court of Justice of the European Union, Editor’s note) expressly recognized that a subscription model, like the one we are announcing, is a valid form of consent for a service financed by advertisements” , insists Meta. In other words, not subscribing to the paid offer amounts to consenting to being exposed to targeted advertising.