Meta has reduced the price of its ad-free subscription services for Facebook and Instagram by 40% for users in the European Union, responding to regional regulatory pressures.
As part of these changes, the platform will also offer EU users a free version of Facebook and Instagram, provided they agree to view ads based on a limited set of user data, as announced in a blog post on Tuesday.
The subscription service, initially introduced in October 2023, was designed in response to an EU regulation aimed at curbing anti-competitive behavior by tech firms. The rollout of this service followed a significant fine of over $400 million imposed on Meta for violating EU data privacy laws.
“These updates align with EU regulator requirements and exceed the minimum legal obligations,” said Meta President Nick Clegg in a post on Threads.
LStarting soon, Meta will reduce the cost of its EU subscription plans from €9.99 to €5.99 per month for desktop users, and from €12.99 to €7.99 per month for iOS and Android users.
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For users who opt for the free version, Meta will show ads based on a “minimal set of data points” such as age, gender, location, and interactions with ads. These ads may be less tailored to individual interests, the company noted. Users will also encounter unskippable ads, designed to benefit advertisers, Meta said.
EU regulations have complicated its ability to quickly introduce new services in the region compared to markets like the U.S. For example, it took nearly six months after the U.S. launch for Meta to offer its Threads service to European users in 2023.
Pedro Pavón, Meta’s global policy director, acknowledged the challenges of operating under strict EU regulations but emphasized that offering personalized ads is crucial for a “modern, free internet” that enables users to connect with relevant brands in a seamless way.
“I believe most people will still prefer our personalized ad service, even when given multiple choices,” Pavón shared in a LinkedIn post.
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