Brussels – Users of the social networks Facebook and Instagram will soon have the option for less personalized advertising. For advertisements, only a small amount of data such as age, location, and gender will be used, according to the parent company Meta.
However, those who choose the option with less personalized advertising will also receive ads that run for a few seconds and cannot be skipped. Until now, significantly more data has been used for personalized advertising according to Meta.
Previously, the EU Commission criticized that users of Facebook and Instagram must choose between a monthly fee for an ad-free version and a free version with personalized advertising.
Ad-free usage will become cheaper
The price for ad-free use of the platforms is also set to be reduced by 40 percent. It will then cost 5.99 euros in the browser version and 7.99 euros as an app. People who use one or both services for free will also have more options. Meta defended the choice between a paid subscription and personalized advertising as a proven business model and legally permissible.
New EU legislation
Currently, investigations are underway against Meta and other digital companies due to a new EU law. The so-called Digital Markets Act regulates large platform operators more strictly so that they do not exploit their market position too much. Among other things, Meta introduced the subscription models for ad-free use of Facebook and Instagram because of this law.
Anyone who does not comply with the law can be fined up to ten percent of the worldwide total revenue. For repeat offenders, 20 percent is possible. (November 12)
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