In response to EU pressure, Meta provides a third option to Facebook and Instagram users

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Metaplatform announced that it is providing a third option in addition to paid subscription services and free services to Facebook and Instagram users in Europe.

Meta announced in a blog post on the 12th local time that “in the coming weeks, we will offer users a third option to view ‘less personalized’ digital ads.”

‘Less personalized’ ads are ads that are targeted based on content a user has viewed on Facebook or Instagram within the last two hours and minimal personal information.

“The new options are designed to give users additional control over their information and advertising experience,” Mehta said. “However, users may end up seeing ads they don’t care about and may not be interested in them.”

Meta has been allowing Facebook and Instagram users to use its services for free instead of providing customized advertisements, but as regulations on personal information and customized advertisements have strengthened in Europe, it has introduced an ad-free subscription service since the end of last year.

The Personal Data Protection Board, an EU advisory body, said in April that users should not be forced to pay in return for not seeing customized advertisements, and the European Commission also began an investigation, saying this method of use violates digital market law regulations.