Meta, the parent company of Facebook and Instagram, announced on Monday that users in Europe will soon have the option to pay a monthly fee to access the platforms without advertisements. This move comes in response to a ruling by the European Union's top court stating that companies must obtain consent before showing ads to users under the union's data privacy laws.

Starting in November, users over the age of 18 in Europe can subscribe to an ad-free version of Facebook and Instagram for 9.99 euros per month on desktop and 12.99 euros per month on iOS or Android devices. Meta is launching this subscription model as a way to comply with the European regulations that limit their ability to tailor ads based on users' online activity.

According to a Meta news release, users who choose not to pay for the subscription technically consent to being served ads. The company stated, "We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status. But we respect the spirit and purpose of these evolving European regulations and are committed to complying with them."

During the initial rollout of the ad-free subscription, users who purchase it will have it applied to all accounts linked in their Accounts Center. This means that switching profiles will not disrupt the ad-free experience. However, starting in February, Meta will impose an additional fee of 6 euros per month on the web and 8 euros per month on mobile for each additional account.

Meta emphasized that users who choose not to subscribe can still access Facebook and Instagram for free but will continue to see ads. Those who opt for the subscription will not have their personal information used for targeted advertising. The company stated, "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."

This move by Meta is in line with the EU's efforts to curb the use of personalized ads by US technology companies. The EU has recently tightened its rules and will soon require Big Tech companies to obtain user consent for such advertising. In July, a court ruled that subscription models could be used as a way of obtaining consent, including offering users the choice to access the platforms without ads for a fee.

It's important to note that these subscription plans are only applicable to users in Europe, including the European Union, Iceland, Liechtenstein, Norway, and Switzerland. Outside of Europe, the free version of Facebook and Instagram with ads will still be available.

Under the EU's General Data Protection Regulation, companies can collect and use the personal data of EU citizens as long as it falls into specific categories. Meta has previously argued that its data collection for advertising is necessary to fulfill the “contracts” between the platform and end-users. However, privacy advocates and regulators have argued that this justification does not support the use of personal data for advertising.

In a blog post, Meta reiterated its belief in a free, ad-supported internet and stated that it will continue to offer free access to its personalized products and services regardless of income. This subscription model aims to balance the requirements of European regulators while giving users a choice and allowing Meta to continue serving users in the EU, EEA, and Switzerland.