However, the user will not be able to skip certain advertisements, which will remain displayed for a few seconds.
IMAGO/ZUMA Wire
The American giant Meta, parent company of Facebook and Instagram, announced on Tuesday that it would allow its users in the European Union to opt for “less personalized” advertisements, and therefore less intensive in personal data, while the group is suspected of breaking Brussels rules.
European Internet users accessing its social networks for free will now be able to choose between personalized advertisements, based on their personal data, or “less personalized advertisements”, he explained in a press release.
These will be “based solely on context – what a person sees during a particular session on Facebook and Instagram – and a minimal set of data, including a person’s age, location and gender », Promises Meta.
But if he makes this choice, the user will not be able to skip certain advertisements, which will remain displayed for a few seconds.
The American giant also announced a 40% reduction in the price of the subscription without advertising, going from 12.99 euros to 7.99 euros on mobile.
Meta introduced this ad-free subscription in the EU at the end of 2023 “in order to comply with evolving regulatory requirements” of the General Data Protection Regulation (GDPR) and the Digital Markets Regulation (DMA).
This formula was presented by Mark Zuckerberg’s group as a way of complying with European rules on the processing of personal data, which have already earned it several convictions and fines.
“Despite our concerted efforts to comply with European regulations, we have continued to receive additional requests from regulators that go beyond what is written in the law,” regretted the group. “That’s why we’re launching these new options.”
“Excellent news”
“Less invasive advertising is excellent news,” rejoiced Anu Talus, president of the European Data Protection Board (EDPB), in a message posted on the social network LinkedIn.
In April, the organization criticized the introduction of the Meta subscription formula, considering that data protection was “a fundamental right” which should not become a “paid option” for users of social networks.
“Although the solution still needs to be evaluated, we welcome the fact that a major platform announces that it will offer a new choice for free with less detailed profiling for advertising,” added Anu Talus.
At the end of July, the European network of consumer protection authorities also wrote to Meta to demand explanations on its “pay or consent” paid subscription model suspected of misleading Internet users.
(afp)
