European privacy watchdogs urged to challenge Meta’s ad-free subscription model, launched in Europe, which offers users paying to ensure their privacy, an approach that raises ethical concerns and could expand to other companies.
The regulatory environment in Europe is tightening for Metawith recent bans on targeted advertising imposed by the European Committee of Data protection. These new rules prevent the use of personal data users for targeted ads on Facebook and Instagram in the European Economic Area.
Meta is therefore exploring new avenues to navigate the European regulatory landscape by offering a paid subscription option that would eliminate ads on Facebook and Instagram. The move followed a series of legal challenges in Europe, including accusations of privacy violations linked to advertising practices and the transfer of personal data.
Meta’s “pay or accept” model comes under fire
Last November, Meta introduced a subscription service in Europe allowing Facebook and Instagram users to browse ad-free in exchange for payment. This initiative aims to offer users an alternative to the traditional model ad-supportedwhere the free service is compensated by the collection and use of data personal information for targeted advertising. Meta says this aligns with EU regulations by providing users with a clear choice over how their data is used.
Meta’s proposal to monetize privacy via an ad-free subscription has sparked a lively debate about the fairness and accessibility of personal data protection. The criticism, led by privacy organizations such as NOYB as well as 27 other organizations, expressed their opposition in a joint letter addressed to the European Data Protection Board (EDPB). They emphasize that this model could set a dangerous precedentwhere only financially well-off users could afford to protect their privacy online.
This situation could not only widen the digital divide but also compromise the fundamental principle of the GDPRwhich aims to guarantee uniform protection privacy for all EU citizens, regardless of their ability to pay. The intervention of European regulators will be crucial to determine whether this practice complies with ethical and legal standards for data protection, and to ensure that the fundamental right to privacy not be relegated to the status of premium convenience.
Source: Reuters