Meta’s Revised Ad-Free Subscription Model Under Scrutiny for Potential EU Privacy and Consumer Law Violations
Meta Platforms’ ad-free subscription service for Facebook and Instagram, initially launched in 2023, is facing allegations of breaching EU privacy, consumer, and antitrust laws, according to the European Consumer Organisation (BEUC). The revised service, which allows European users to opt for fewer personalized ads at a reduced fee, has been deemed insufficient by BEUC.
Agustin Reyna, BEUC’s Director General, criticized Meta for not providing users with a fair choice and for pushing them toward its behavioral advertising system, despite the changes introduced in November 2024. BEUC alleges that Meta’s practices involve unclear terms and fail to minimize user data collection.
Additionally, BEUC claims that Meta’s ad-free option degrades the user experience for those who decline to share personal data, a practice that may violate EU laws. Meta, however, maintains that its updated policies comply with EU regulations and exceed legal requirements.
The European Commission and consumer protection authorities have been urged by BEUC to investigate Meta’s revised policies and take necessary actions to safeguard consumer rights. This comes after the EU antitrust regulators accused Meta in July 2024 of breaching the Digital Markets Act by offering a binary choice to users through its ad-free subscription model.
