The controversy after the decision of the European Privacy Guarantor to stop the collection of data for behavioral advertising, according to Zuckerberg’s company, had already been resolved with a couple of solutions already active
There had already been talk about it at the beginning of October , even if only timid confirmations had arrived from the Menlo Park company. For a few days, however, those rumors relaunched by many press outlets have become reality: Meta has given the green light to the subscription to access and browse Facebook and Instagram without advertising . The initiative, as is known, came at the culmination of a long controversy on the collection (but also on the transfer) of the data of registered users and the related targeting to “offer” (the quotation marks are obligatory) personalized adverts based on their browsing experience. For the moment, according to the urgent and binding decision of the EDPB (European Data Protection Board), this solution does not appear to be sufficient.
READ ALSO > The urgent decision that forces Meta to block its behavioral advertising
The Committee of European Privacy Guarantors took action after a long series of reports. The biggest push, even the most recent, came from the Norwegian Guarantor who last August imposed a fine of around 90 thousand euros per day against Meta. Fine to be paid until Mark Zuckerberg ‘s company stops collecting user data to profile them and send them (in the Instagram and Facebook feed) personalized advertising. Now the stop to behavioral advertising has arrived, but Menlo Park considers this decision exaggerated and not in line with the latest solutions put in place by the company regarding its two main social networks.
Facebook and Instagram subscription, Meta’s answer
A Meta spokesperson, in fact, reiterated how the new Facebook and Instagram subscription to be able to navigate on both platforms (from desktop or app) is the solution to this age-old controversy:
“Meta has already announced that we will give people in the EU and European Economic Area (EEA) the opportunity to give their consent and, in November, we will offer a subscription model to comply with regulatory requirements.”
Therefore, paying not to see advertising profiled based on your data and your social browsing habits is – according to Meta – the solution to the problem raised for years by many activists and experts in the protection and protection of online privacy.
The costs of the various plans
While waiting to understand how the situation will evolve – which, for the umpteenth time, could radically change the paradigm of the functioning of social platforms (because Meta is only one of the many companies targeted by the European Privacy Guarantors), the subscription solution Facebook and Instagram do not seem to have attracted the attention of users. It is still early to draw up a balance sheet, but some online surveys have highlighted the non-intention of members to pay a monthly contribution to Zuckerberg’s company to surf without profiling. Therefore, without advertising. But what prices are we talking about? As we read on Meta’s blog :
“People in these countries will be able to subscribe for a fee to use our products without advertising. Depending on where you buy it, it will cost €9.99/month on the web or €12.99/month on iOS and Android . Regardless of where you purchase, the subscription will apply to all linked Facebook and Instagram accounts in a user’s Account Center. As with many online subscriptions, iOS and Android pricing takes into account the fees that Apple and Google charge through their respective purchasing policies. Through March 1, 2024, the initial subscription covers all linked accounts in a user’s Account Center. However, starting March 1, 2024, an additional fee of €6/month on web and €8/month on iOS and Android will apply for each additional account listed in a user’s Account Center.”
Obviously, there will be no obligation to sign up for a subscription to browse the two social platforms. But is this the solution? According to the EDPB, no, because the processing of data for behavioral advertising is prohibited and cannot be “avoided” only by paying a monthly subscription.
