Meta will not further adjust its pay-or-consent model despite the risk of EU fines, sources say
Meta Platforms does not plan to make further adjustments to its controversial pay-or-consent model, which means the company is almost certain to face fines from the EU, according to Reuters. Under this model, users must pay if they do not want to see ads. Meta’s position had been accepted by Ireland’s Data Protection Commissioner but did not find similar enthusiasm at European level.
Last month, the European Commission warned Meta of possible daily fines after it became clear that the American social media giant would only implement limited changes to comply with the EU Digital Markets Act (DMA).
In April, the EU already imposed a fine of €200 million for the initial implementation of the model from November 2023 to November 2024. Although Meta revised the system in November 2024 to use less personal data for personalised ads, the EU regulator was not satisfied with this.
Sources say that Meta will not propose any further adjustments unless circumstances change. This will likely lead to new EU competition proceedings in the coming weeks, followed by daily fines of up to 5% of Meta’s average daily global turnover, starting from 27 June.
Meta declined to comment and referred to previous statements, in which the company said it is confident it complies with the DMA, offers Europeans more choices than legally required, and that the Commission is unfairly targeting its business model. The Commission also declined to comment.
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