Key Points
Meta started rolling out its new model last week, giving Facebook and Instagram users who live in the European Union, Norway, Iceland, Lichtenstein, and Switzerland the option to opt out of seeing ads in exchange for 9.99 ($10.50) a month..
We will still collect, store, and use data for the purposes of providing users the personalized organic experiences they value from Facebook and Instagram, such as recommended posts [and] friends recommendations, says Meta spokesperson Matt Pollard..
This new, bolder approach was illustrated in August, when Colls team ruled that the way Meta carried out behavioral advertising in Norway was illegal, and started fining the company $100,000 per day until it changed its business model..
Meta might not have paid the fine, and Coll still doesnt believe theyve complied with the Norwegian orderalthough Pollard says Meta has complied by introducing optional ad-free subscriptions in Norway..
The EDPB decision was a win for privacy and data protection, Coll says, adding that it sends a clear message to Meta and to other tech companies that Europe does not accept business models that rely on European individuals' data...
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