The European Consumer Organization (BEUC) has raised concerns that Meta’s revised subscription model could breach EU consumer protection laws. The organization criticized Meta’s pay-or-consent strategy, implemented in the EU, for allegedly violating consumer and data protection laws. BEUC has urged EU agencies to safeguard consumers immediately.
BEUC’s statement argued that Meta employs ambiguous terms and complex interfaces, preventing users from freely consenting to data collection. It further alleged that users who oppose data collection face degraded services, constituting unfair treatment. Despite a European Commission decision in July 2024 that found the policy in violation of the Digital Markets Act, Meta’s modifications remain insufficient according to BEUC.
Agustín Reyna, Director General of BEUC, has implored EU authorities to investigate Meta’s practices for potentially breaching consumer rights. He cautioned against being misled by minor alterations to Meta’s policy, describing them as “cosmetic changes” to its year-old strategy.
In response, Meta has introduced adjustments to its advertisement model in the European Union, the European Economic Area, and Switzerland, in light of regulatory frameworks like the General Data Protection Regulation (GDPR) and the Digital Markets Act. The tech giant now offers a choice between a reduced-cost ad-free subscription and free access with ads, alongside a new ad option that uses minimal user data.
The new model allows users to opt for a reduced-cost subscription for ad-free browsing—€5.99 monthly on the web and €7.99 on iOS/Android—or maintain free access with advertisements. Furthermore, users can select “less personalized ads,” where ads are calibrated based on basic data such as age, location, and gender rather than extensive personal data.
Meta asserts that these changes are aimed at meeting regulatory requirements while continuing its focus on personalized advertising, which the company believes supports both user engagement and business growth. Despite this, the controversy continues over whether these new measures sufficiently protect consumer rights under existing EU legislation.
Both the Digital Markets Act and the GDPR play crucial roles in harmonizing data protection measures across Europe, intended to ensure fairness and transparency across digital markets.
For further details, see the original announcement by BEUC on Meta’s model here.