Meta today announced significant changes to its Facebook and Instagram services in the European Union, introducing a 40% price reduction on its ad-free subscription plan and launching an option for users to see less personalized ads. These updates are in response to evolving EU regulations and aim to provide users with more control over their ad experience while maintaining free access to the platform.
Price Reduction for Ad-Free Subscription
Starting today, Meta will lower the cost of its monthly subscription for an ad-free experience. The price will drop from €9.99 to €5.99 per month for web users, and from €12.99 to €7.99 per month for iOS and Android users. Additionally, each extra account will cost €4/month on the web or €5/month on mobile platforms. Existing subscribers will automatically see the reduced pricing without any action required on their part.
Meta’s decision to lower subscription costs significantly makes its no-ads service one of the most affordable options available across similar platforms. However, despite the price reduction, the choice to continue using the platform for free with ads remains an option for EU users.
Introducing Less Personalized Ads
In response to feedback from EU regulators, Meta is also introducing a new choice for EU users: the ability to view “less personalized ads” while still accessing the platform for free. This new option will be available to users who opt to continue using Facebook and Instagram without paying for a subscription.
The “less personalized ads” will rely on less data, showing ads based on minimal information such as age, location, gender, and user engagement with ads. This approach aims to give users greater control over their ad experience and reduce the amount of data used for targeting. While this option may result in ads that are less relevant to users’ interests, it offers a compromise for those concerned with privacy.
Impact of Less Personalized Ads
For users who select the “less personalized ads” option, ads will be shown based more on context rather than personal data. As part of this shift, some ads will include short, unskippable ad breaks, a model already common across other services. These ad breaks will help Meta maintain value for advertisers, ensuring that even users who opt for a less personalized experience will still see ads.
Meta will notify EU users about this new option in the coming weeks, allowing them to choose whether to subscribe at the new lower price or continue with the free service, adjusting their preferences at any time through the platform’s settings.
The Value of Personalized Advertising
Meta continues to emphasize that personalized ads are crucial for both businesses and users, offering relevant content and helping small businesses, which make up over 99% of EU businesses, connect with the right customers. Personalized ads contribute significantly to the EU economy, generating €107 billion in revenue each year from businesses that advertise on Meta platforms.
Meta argues that personalized ads offer the best experience for both users and advertisers. However, as EU regulations continue to evolve, Meta has made these changes to comply with new demands while still offering valuable services to its users.
These changes, while designed to meet the latest regulatory requirements, reflect Meta’s ongoing commitment to adapting to the EU’s regulatory landscape. Meta continues to believe that personalized ads are a vital part of the free internet ecosystem, allowing businesses to thrive and users to access services without subscription fees.
Meta’s leadership remains dedicated to advocating for responsible regulation of digital advertising that supports the long-term health of the ad-supported internet, which has been crucial in providing free access to platforms like Facebook and Instagram for millions of EU citizens.
As always, Meta urges users to revisit their ad settings to ensure they have the experience that best suits their preferences.
