Do you remember when it got panicful of the world when on Instagram and Facebook the message appeared to consent to the use of our personal data or pay? Almost no one had understood what was happening and most believed they would either pay or cut off. My tongue was wedding …
This option was imperative by the EU due to the General Data Protection Regulation and so far it has not appeared elsewhere in the world. Tiktok has tried limited subscription models without ads in selected purchases, but not as an alternative to data tracking. Also, Snapchat+ and X Premium offer subscriptions with less or no ads, but also without being directly linked to data protection. Like youtube premium and Spotify.
After the European Union, however, the United Kingdom is likely to become the next area where Meta will offer its platforms – Facebook and Instagram – without advertising, but at a price, according to information confirmed by the company.
This proposal comes at a time when the pressure for greater transparency and respect for personal data is constantly increasing. It is noteworthy that just last week Meta was forced to stop the targeting of advertising in a British use after years of legal dispute. The message is clear: The era of uncontrolled data use seems to come to an end.
The new strategy is based on the logic of “consent or pay”, that is, “consensus or payment”. If the user does not want to provide his / her personal data for targeted advertising purposes, then he / she will have to pay a subscription to have a net experience – without ads and no tracking (monitoring his behavior).
In the European Union, the practice began in October 2023. Initially, the subscription cost € 9.99 a month, but then decreased to € 5.99, partly due to reactions from supervisory authorities. Meta was forced to offer a third option: View less personalized ads for those who do not wish to pay, nor do they give full consent.
The United Kingdom, although outside the EU, does not remain in the developments. The Data Protection Authority (ICO) has already expressed its concerns about whether such practices are in line with British personal data protection legislation. He believes that any model of “consensus or payment” must prove that consensus is provided freely and not under pressure or blackmail.
The reality is that social networks – and especially Meta – have supported their business model in personalized advertising. More than 96% of META’s revenue comes from ads. Without them, the provision of their services “free” becomes questionable.
The assistance strategy, however, may be more of a precautionary protection measure against regulatory pressures than a sincere attempt to change the business model. And this is evident from the example of the EU, where it is limited. Most users prefer to pay with their data rather than money. On the contrary, platforms seem to seek more to create a legal “security net” to adapt to possible future laws that will limit the use of data.
It’s not just the meta that follows this direction. Great publishers in the United Kingdom – such as the Guardian, Daily Mirror and Independent – have also adopted the “Consent Or Pay” model, seeking either subscription or consent to monitor users’ behavior.
If this model is finally applied and in the United Kingdom, it will prove in practice if users are willing to invest in privacy or if the cost remains an obstacle. For the time being, the majority seems to prefer to “pay” with their personal data. But the discussion has just begun and Meta’s next steps will be a barometer for the whole internet.