The European Commission has charged Meta with violating the Digital Markets Act (DMA) with its new “pay or consent” advertising model. The tech giant’s launch of a no-ads subscription service for Facebook and Instagram in Europe last November prompted this charge. The EC found that Meta’s system does not give users the option to freely consent to the combination of their personal data, and fails to provide a less personalized but equivalent version of the social networks.
EU antitrust chief Margrethe Vestager stated that the goal is to empower citizens to control their own data and choose a less personalized ad experience. Violations of the DMA could result in a fine of up to 10 percent of a company’s global annual turnover. Meta maintains that its subscription for no ads aligns with the highest court in Europe and complies with the DMA, expressing a desire for constructive dialogue with the European Commission.
This charge against Meta is part of a series of EC actions targeting Big Tech, including a recent charge against Apple regarding its App Store rules. The EC has also been investigating Meta over child safety concerns on Facebook and Instagram, as well as the impact of the phasing out of its misinformation tracking tool CrowdTangle. In September 2023, the EU identified 22 “gatekeeper” services operated by tech giants, giving them six months to comply with DMA provisions.
Overall, the charges against Meta and other Big Tech companies reflect the EU’s efforts to enforce regulations aimed at promoting fair competition and protecting consumer data in the digital market.
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Photo credit www.aljazeera.com
