In a recent development, Meta has proposed to lower the price of its ad-free subscription for users in the European Union (EU). Currently, this is the only way regional users of Facebook and Instagram can avoid tracking and profiling on these social media platforms. The proposal was made by Meta’s lawyer, Tim Lamb, at a workshop held in Brussels to discuss the company’s compliance with the EU’s Digital Markets Act (DMA).
Reduced Price Offer
According to Reuters, Meta has offered to almost halve the cost of the subscription from €9.99 per month per Facebook or Instagram account to €5.99. Additionally, the company has proposed a slightly reduced monthly fee for each additional account.
"We have wanted to accelerate that process for some time because we need to get to a steady state … so we have offered to drop the price from 9.99 to 5.99 for a single account and 4 euros for any additional accounts," Reuters quoted Lamb as saying.
Meta’s Compliance with EU Regulations
The proposal comes amidst ongoing concerns about Meta’s compliance with EU regulations on data protection and competition. The company has been under scrutiny for its handling of user data, including the use of tracking cookies and other technologies to monitor user behavior.
Response from Data Protection Activists
Reacting to the news, Max Schrems, founder of noyb (a non-profit organization focused on digital rights), stated: "We know from all research that even a fee of just €1.99 or less leads to a shift in consent from 3-10% that genuinely want advertisement to 99.9% that still click yes." Schrems emphasized that the issue is not about the amount of money, but rather the "pay or okay" approach as a whole.
GDPR Compliance
The GDPR (General Data Protection Regulation) requires that consent must be freely given by users. However, critics argue that Meta’s current approach to obtaining consent through its ad-free subscription model does not meet this requirement.
"We do not think the mere change of the amount makes this approach legal," Schrems said.
Commission’s Response
The European Commission has responded to requests for comment on the matter, stating: "We are aware of the proposal and will examine it carefully. Our main priority is to ensure that users’ rights are protected under EU law."
Impact on Users
The proposed price reduction may have a significant impact on users who opt-out of tracking and profiling on Meta’s platforms. However, critics argue that this does not address the underlying issues with the company’s data collection practices.
