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- Meta is considering lowering the price of its ad-free subscription in the EU, currently the only way to avoid ad tracking on Facebook and Instagram.
- The proposed price reduction from €9.99 to €5.99 per month is part of discussions with regulators to find a "stable solution" for user privacy.
- However, the legality of Meta's "consent or pay" system is still under review by the Irish DPC due to concerns it violates the GDPR's requirement for freely given consent. Critics argue users are pressured to choose between tracking or a fee.
Meta is in talks with regulators about potentially lowering the cost of its ad-free subscription in the European Union.
This subscription is currently the only way for EU users to avoid privacy-invasive tracking on Facebook and Instagram.
According to a workshop in Brussels, Meta's representatives discussed their approach to complying with the EU's Digital Markets Act (DMA).
This included a proposal to nearly halve the price of the ad-free option, bringing it down from €9.99 per month per account to €5.99.
Meta claims this aims to achieve a "stable solution" for user privacy options.
However, the legality of Meta's entire "consent or pay" system remains under review by the Irish Data Protection Commission (DPC).
Critics argue this approach violates the General Data Protection Regulation's (GDPR) requirement for freely given consent.
Users are essentially pressured to choose between ad tracking or paying a fee, limiting their real choice.
The DPC has not yet commented on the proposed price change or the overall legality of Meta's system.
Their ongoing assessment includes privacy and consumer protection concerns raised by various groups like Noyb, a privacy rights organization.
Further complicating the situation are the EU's DMA and Digital Services Act (DSA). Both regulations apply to Meta and aim to limit how companies can use user data for advertising.
The DMA requires explicit consent for data usage, while the DSA focuses on very large online platforms (VLOPs) like Facebook and Instagram. Both emphasize compliance with the GDPR.
The European Commission oversees compliance with the DMA and DSA, and they recently requested information from Meta regarding its controversial "consent or pay" system.
While the DPC leads GDPR compliance efforts, other concerned authorities can participate through a review process for cross-border data processing.
This has happened before with Meta, where other data protection authorities advocated for stricter enforcement than the DPC initially proposed.
Privacy advocate Max Schrems, founder of Noyb, reacted to the potential price cut with scepticism. He argues that even a small fee significantly skews user consent.
Research suggests genuine consent for ads hovers around 3-10%, while a "pay or okay" system pushes that number close to 100%. In Schrems' view, the price itself is irrelevant.
The core issue is the lack of a truly free choice presented by Meta's system. He believes a simple price reduction won't make the approach legal.
The situation remains unresolved. While Meta proposes a price cut, the legality of their entire ad-free subscription system hinges on the DPC's final decision and potential challenges from other authorities.
