Meta, the owner of Facebook and Instagram, is introducing a paid subscription model in Sweden, allowing users to avoid targeted ads for a monthly fee. This move comes in response to the EU's stricter regulations on data collection. Users can choose between paying 75 SEK per month for an ad-free experience or continue using the platforms for free with ads. The decision is part of a broader conflict between tech giants and the EU over data privacy.
Meta Introduces Paid Option for Ad-Free Facebook and Instagram in Sweden
Meta's Move – Charging for Facebook and Instagram in Sweden
Facebook introduces new requirements: Pay 80 SEK per month to avoid being tracked, or your data will be collected for targeted ads.
Several services we use daily, such as streaming services, offer ad-free options.
Now, Meta, which owns Facebook and Instagram, is taking it a step further: Swedes need to pay to avoid being tracked by the platforms.
“Do you want to subscribe or continue using our products for free with ads?”
This is the choice now facing Swedish users. The price to avoid targeted ads and tracking? At least 75 SEK per month. If you agree to Meta using your personal data for targeted ads, the platforms remain free. Breakit has also reported that Meta is rolling out its new payment model in Sweden.
EU Wants to Limit Data Collection
The American tech company Meta owns Facebook, Instagram, Threads, and WhatsApp. Facebook's founder, Mark Zuckerberg, is the company's largest shareholder. In 2024, Zuckerberg's wealth increased, and according to Bloomberg, he is the world's second-richest person.
In October 2023, the first announcement came that Meta would allow users in Europe to pay for ad-free platforms. The price was expected to be between 120-150 SEK per month, according to the Wall Street Journal.
The background to the cost and payment model is the EU's tightened requirements on how companies collect users' personal information on social media.
The battle between tech giants and the EU has continued. Meta's payment system is under scrutiny by the union, and at the end of April this year, it was announced that Meta was fined 2.2 billion SEK. At the same time, Apple was fined 5.5 billion SEK for restrictions on the App Store against other app developers.
“Apple and Meta have deprived their users of free choice and must change their behavior. We have a duty to protect our citizens and innovative companies in Europe,” wrote Henna Virkkunen, EU Commissioner for Technical Independence, Security, and Democracy in a press release.
In June, Reuters reported that the payment model puts Meta at risk of daily fines.
– A user's choice between a subscription for an ad-free service or a free ad-supported service is still a legitimate business model for all companies in Europe – except for Meta, said a company spokesperson.