Facebook & Instagram go ad-free with new subscription options

Meta is launching a paid subscription service, priced at 9.99 euros per month on the web and 12.99 euros per month on iOS and Android, to remove ads from Facebook and Instagram across the European Union (EU).

This move is a response to EU’s concerns regarding Meta's ad targeting and data collection practices. Users can choose to pay for an ad-free experience or continue using the service for free but with data collection consent. Meta believes this aligns with European data laws like the Digital Markets Act and the EU’s general data protection regulation (GDPR).

Free access remains for those who don't subscribe, with ad preference tools intact. The ad-free option, available to users aged 18 and older in the EU, European Economic Area (EEA), and Switzerland, initially covers linked Facebook and Instagram accounts.

Starting 1 March 2024, an additional fee of 6 euros on the web or 8 euros on iOS and Android will apply per linked account. Meta is also making provisions for teenagers, temporarily halting ads for this group in the region starting 6 November.

Meta’s viewpoint

Meta's subscription announcement shows that they still value their ad-supported model. The subscription is introduced in regions with strong data protection, and it remains an optional choice. Meta emphasises its belief in an ad-supported internet and presents the subscription as a response to European regulations.

Meta expresses its commitment to respecting and complying with evolving European regulations in a blog post introducing the new subscription.

Will people pay to skip the ad?

Nevertheless, this is a product that numerous users have been requesting. Facebook's platforms follow your online activity to deliver targeted ads. It'll be interesting to see how many people are willing to pay to avoid this tracking and the constant flow of ads in their Instagram feed.