The American company Meta is launching an ad-free Instagram and Facebook subscription that will be available in most European countries.
Users will be able to have this experience if they pay 9,99 euros, while this service will not be offered in Great Britain.
In January, Meta was fined 390 million euros for violating European Union (EU) rules on advertising data.
The regulator said at the time that the company could not "enforce consent", stressing that consumers must accept how their data will be used or leave the platforms.
This subscription package will be available from November, but only for users in the EU, the European Economic Area and Switzerland.
Initially, it will only be available to users over the age of 18, while the company investigates how it can serve ads to young people in the EU without breaking the rules.
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Meta stated that their new subscription was introduced to solve problems with the EU, and not to make money from it.
"We believe in an ad-supported Internet that gives people access to personalized products and services regardless of their economic status." according to the company's blog.
"The option for people to buy an ad-free subscription balances the requirements of European regulators, while giving users choice and enabling Meta to continue to provide services to all people in the EU, the European Economic Area and Switzerland."
"We respect the spirit and purpose of these evolving European regulations and are committed to complying with them."
Users will have the choice to either continue to use the platforms for free, and have their data collected, or to pay and completely get rid of the targeted ads by removing them.
However, they could end up paying more than the initial monthly fee.
The service will cost an additional three euros per month if paid for mobile operating systems iOS or Android, to account for the additional fees charged by these platforms.
The additional fee can be avoided by paying for the platform through the Facebook and Instagram site, and not through mobile applications.
Kosniki from March 2024 have to allocate more money for each additional account they have on the platforms, as well as for having a business and personal account.
The new option was announced after Elon Musk's social network X, formerly Twitter, introduced the Premium+ service without ads at a price of more than 18 euros.
There's also a much cheaper subscription plan on Ix, which will still contain ads but will give people the ability to edit posts, as well as a standard premium tier that gives people the option to keep the blue tick among other perks.
TikTok is also testing a monthly subscription to remove ads, at a price of just under five euros, but there is no indication yet that such a thing will be rolled out worldwide.
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