Meta's latest Consent or Pay model continues to violate GDPR, DMA
17/03/2026 | BEUC
New analysis by the European Consumer Organisation (BEUC) has identified that Meta's latest paid subscription model for ad-free experiences continues to breach several EU regulations, including the EU General Data Protection Regulation (GDPR), Digital Markets Act (DMA), and the Unfair Commercial Practices Directive. The company's new Consent or Pay model, introduced in January 2026, offers users a choice between paying for an ad-free service or consenting to various levels of personalised advertising.
BEUC claims that the system fails to provide a mechanism for free, specific, and informed consent. The organisation highlights that Meta employs non-neutral language and biased design to steer consumers toward accepting full personalisation.
The BEUC has called on the European Commission and relevant authorities to enforce compliance. The consumer group also suggests that periodic penalty payments should be imposed to end these practices and ensure that European citizens are provided with a fair and transparent choice regarding their personal data.
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