Facebook and Instagram, both owned by Meta, are set to launch subscription options in most European countries that will provide users with an ad-free experience.

For a monthly fee of €9.99 (£8.72), individuals in the European Union (EU), European Economic Area (EEA), and Switzerland will have the option to eliminate advertisements from the platforms.

Notably, this ad-free subscription service will not be available in the United Kingdom.

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This move by Meta follows a €390 million fine imposed on the company in January for violating European Union data regulations related to advertising.

The regulatory authority at the time emphasized that Meta could not compel users to accept data usage terms or exit the platforms.

The subscription tier is primarily aimed at addressing concerns raised by European regulators rather than generating additional revenue, according to Meta.

The company stated in a blog post, “We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status.”

The new subscription option, which will launch in November, will initially be restricted to individuals aged 18 and above. Meta is actively exploring how to serve ads to younger users in the EU while remaining compliant with regulations.

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Users will be presented with a choice: continue using the platforms for free, with data collection, or pay for an ad-free experience by removing targeted ads.

However, there may be additional costs beyond the base monthly fee. On iOS or Android, an extra €3 per month will be charged to cover the fees incurred by these platforms.

Users can avoid this additional charge by subscribing through the Facebook and Instagram websites instead of mobile apps.

Starting from March 2024, users with multiple accounts on these platforms, such as both personal and business accounts, will be required to pay more for each additional account.

In a broader context, this announcement aligns with the trend of social media platforms and services offering ad-free subscription options.

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Elon Musk’s X (formerly Twitter) recently introduced a Premium+ service, priced at £16 per month, which is ad-free.

It’s worth noting that TikTok has been testing a monthly ad-free subscription priced at $4.99, although there’s no confirmation yet of a global rollout for this option.