\n
Meta in November launched a ‘pay or consent’ system — a model that has faced several challenges – Copyright AFP\/File ETIENNE LAURENT<\/small><\/em><\/p>\nFacebook owner Meta and other online platforms must not force users to pay for the right to data protection enshrined in EU law when offering ad-free subscriptions, the European data regulator said Wednesday.<\/p>\n
\u201cOnline platforms should give users a real choice when employing \u2018consent or pay\u2019 models,\u201d the European Data Protection Board (EDPB) chair Anu Talus said in a statement.<\/p>\n
\u201cThe models we have today usually require individuals to either give away all their data or to pay,\u201d she said. \u201cAs a result, most users consent to the processing in order to use a service, and they do not understand the full implications of their choices.\u201d<\/p>\n
Meta in November launched a \u201cpay or consent\u201d system allowing users to withhold use of their data for ad targeting in exchange for a monthly fee \u2014 a model that has faced several challenges from privacy and consumer advocates.<\/p>\n
Meta has long profited from selling user data to advertisers but this business model has led to multiple battles with EU regulators over data privacy.<\/p>\n
The latest announcement came after the data protection authorities of The Netherlands, Norway and the German state of Hamburg went to the EDPB for an opinion regarding the pay-or-consent model used by Meta.<\/p>\n
The Silicon Valley company allows users of Instagram and Facebook in Europe to pay between 10 and 13 euros (around $11 and $14) a month to opt out of data sharing.<\/p>\n
Meta pointed to an EU court ruling last year that it said opened the way for subscriptions as a \u201clegally valid\u201d option. \u201cToday\u2019s EDPB opinion does not alter that judgment and subscription for no ads complies with EU laws,\u201d a Meta spokesperson said.<\/p>\n
Meta is waiting for a decision on its model by the data privacy regulator in Ireland where the company is headquartered.<\/p>\n
\u2013 \u2018Binary choice\u2019 \u2013<\/p>\n
All digital platforms must comply with the European Union\u2019s mammoth general data protection regulation (GDPR), which has been at the root of EU court cases against Meta.<\/p>\n
The EDPB in its opinion argued that Meta\u2019s model was at odds with the GDPR\u2019s requirement that consent for data use must be freely given.<\/p>\n
\u201cIn most cases, it will not be possible for large online platforms to comply with the requirements for valid consent if they confront users only with a binary choice between consenting to processing of personal data for behavioural advertising purposes and paying a fee,\u201d the opinion read.<\/p>\n
The EDPB also warned the type of subscription service put forward by Meta \u201cshould not be the default way forward\u201d for platforms.<\/p>\n
It suggested that platforms should consider an alternative that would give users the right to reject being tracked for advertising purposes without the need to pay.<\/p>\n
Privacy defenders welcomed the opinion.<\/p>\n
\u201cOverall, Meta is out of options in the EU. It must now give users a genuine yes\/no option for personalised advertising,\u201d said prominent online privacy activist Max Schrems.<\/p>\n
\u201cWe know that \u2018Pay or Okay\u2019 shifts consent rates from about three percent to more than 99 percent \u2014 so it is as far from \u2018freely given\u2019 consent as North Korea is from a democracy,\u201d said Schrems.<\/p>\n
Tech lobby group CCIA however warned the EDPB risked \u201copening a Pandora\u2019s Box\u201d.<\/p>\n
\u201cForcing businesses to offer services at a loss is unprecedented and sends the wrong signals,\u201d said CCIA Europe\u2019s senior policy manager, Claudia Canelles Quaroni.<\/p>\n
\u201cAll companies should be able to offer paid-for versions of their services.\u201d<\/p>\n<\/p><\/div>\n
Meta shouldn’t force users to pay for data protection: EU watchdog
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