The European Commission has raised concerns over Meta ‘s “pay or consent” advertising model for Facebook and Instagram users in the EU. In preliminary findings released on Monday, regulators suggest the social media giant’s approach may not comply with the Digital Markets Act (DMA). Meta introduced the model in November 2023, offering EU users two options: pay a monthly fee for an ad-free experience or continue using the platforms for free with personalized ads.
However, the Commission argues this binary choice fails to provide users with a less personalized but equivalent alternative, as required by the DMA. In response to the scrutiny, Meta points to its significant compliance efforts. The company reports that over 11,000 employees have been involved in designing and implementing new systems and user controls to meet DMA requirements.
Additionally, Meta claims to have invested more than 590,000 hours of engineering and technical work – equivalent to over six decades work – to introduce the necessary changes. Nick Clegg, Meta’s president of Global Affairs, recently penned an op-ed warning about the potential costs to European innovation resulting from stringent regulation. Meanwhile, Meta said it has offered to reduce the cost of its subscriptions service but is awaiting regulatory feedback.
The Commission will conclude its investigation by March 25, 2025. If concerns are confirmed, Meta Meta could face fines of up to 10% of its total worldwide turnover, with p.