Facebook and Instagram to charge European users for ad-free service

Meta is introducing a subscription option for Facebook and Instagram users in most of Europe that will remove adverts from the platforms.

For €9.99 (£8.72) per month, users of the Meta-owned platforms will be able to enjoy an ad-free experience. However, this option will not be available in the UK.

This comes after Meta was fined €390m in January for violating EU data rules around ads.

The regulator said that Meta could not "force consent" by requiring consumers to agree to how their data is used or leave the platforms.

The subscription tier will be exclusive to users in the EU, European Economic Area and Switzerland from November.

At first, it will only be accessible for users over 18, as Meta is exploring how it can serve ads to young people in the EU without breaking the rules.

Meta said that its new subscription was not about making money, but about addressing EU concerns.

"We believe in an ad-supported internet, which gives people access to personalised products and services regardless of their economic status," Meta wrote in a blog post.

"The option for people to purchase a subscription for no ads balances the requirements of European regulators while giving users choice and allowing Meta to continue serving all people in the EU, EEA 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 using the platforms for free - and have their data collected - or to pay and completely opt out of targeted ads by removing them.

However, they may end up paying more than the initial monthly fee.

The service will cost an extra €3 per month if paid for on iOS or Android, to account for the additional fees charged by these platforms.

But this extra charge can be avoided by paying for the platform via the Facebook and Instagram websites, rather than the mobile apps.

Starting from March 2024, users will have to pay extra for each additional account they use on the platforms - for example, if they have both a personal and a business account.

This news follows the launch of an ad-free Premium+ service by Elon Musk's X, formerly known as Twitter, which costs £16 per month.

X also offers a cheaper subscription tier that still shows ads but allows users to edit their posts, as well as the standard premium tier that gives users a blue checkmark and other perks.

TikTok has been experimenting with a monthly subscription to remove ads - priced at $4.99 - but it is not clear yet if this will be available worldwide.