Meta has introduced a new “less personalised” ad option for Facebook and Instagram users across the European Union, following demands from EU regulators for greater data privacy options. Under the revised model, EU users can choose between continuing to use the platforms for free with less personalised ads or subscribing to an ad-free version at a reduced cost.
The company shared an update on Tuesday, clarifying that users will now have “more control” over their ad experience. Previously, Meta’s “pay or consent” model, introduced in November 2023, required users to either accept personalised ads or pay for an ad-free experience. Now, those who choose not to pay can opt to see less tailored ads, meaning ads will still appear but with reduced targeting based on personal data.
In addition, Meta has reduced the subscription cost for ad-free browsing by 40%. For web users, the monthly fee has dropped from €9.99 to €5.99, while the price on mobile has decreased from €12.99 to €7.99, with current subscribers automatically receiving the lower price.
EU Rules Prompt Meta’s Policy Shift
This adjustment comes in response to regulatory concerns from the European Commission, which found Meta’s initial advertising model out of line with the EU’s Digital Markets Act (DMA). According to the DMA, companies identified as “gatekeepers” are required to seek explicit user consent before blending personal data with third-party sources for ad targeting. In July, the Commission emphasized that users should have the option of using these platforms with a less invasive ad experience if they prefer.
Meta’s new ad option reflects its effort to comply with the DMA while retaining ad revenue. The company acknowledged that less personalised ads may be “less relevant” to individual users but emphasized that targeted advertising remains “a cornerstone of the free and open internet.”
Users in the EU will soon receive notifications about the new choices and will be prompted to select their preferred ad experience on Facebook and Instagram.