Meta’s Revised Ad-Free Model Faces New EU Legal Challenges

European consumer group alleges Meta’s updated pay-or-consent policy violates privacy, consumer protection, and antitrust laws.

The European Consumer Organisation (BEUC) claims Meta’s revised ad-free subscription model still breaches EU privacy and consumer protection laws.
Meta introduced changes in November 2024, including a 40% price reduction and an option for less personalized ads, but critics label these updates as superficial.
BEUC accuses Meta of misleading users with unclear interfaces and limiting service quality for those who reject personalized ads.
The group is urging EU regulators to investigate Meta’s practices, which they argue unfairly push users toward behavioral ad systems.
Meta defends its policy, stating its revisions exceed EU legal requirements and reflect efforts to comply with evolving regulations.