In the latest big tech reprimand, European Commission officials say the tech giant must offer another option for EU users to opt out of targeted advertising.
For the past eight months, Europeans uncomfortable with the way Meta tracks their data for personalized advertising have had another option: They can pay the tech giant up to €12.99 per month for their privacy instead. Launched in November 2023, Meta introduced its “pay or consent” subscription model as fines, legal cases and regulatory attention pressured the company to change the way it asks users to consent to targeted advertising.
” In a press briefing on Monday morning, Commission officials said their concern was not that the company was charging for an ad-free service. “This is perfectly fine for us, as long as we have the middle option,” they said, explaining there should be a third option that may still contain ads but are just less targeted. There are different, less-specific ways of providing advertising to users, they added, such as contextual advertising.
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