Meta first introduced a pay-or-consent model in November 2023, offering EU users of Facebook and Instagram the option of either paying a monthly fee to use ad-free versions of the social networks, or accessing free-of-charge versions with personalised ads.

However, it rolled out major changes in late 2024 after it was met by a backlash from consumer and other civil society groups, as well as the opening of investigations by EU authorities.

The European Consumer Organisation (BEUC), the umbrella group for 44 independent consumer organisations from 31 countries, has now written to EU authorities to share its concerns that the revised policy continues to infringe consumer and data protection law as well as the Digital Markets Act (DMA).

It says the new policy fails to address the fundamental problems consumer groups identified in the tech giant’s initial approach.

Director-general Agustín Reyna said: “European consumers should not be fooled by the cosmetic changes Meta applies to its one-year-old pay-or-consent policy.

“In our view, the tech giant fails to address the fundamental issue that Facebook and Instagram users are not being presented with a fair choice and is making a weak bid to argue it is complying with EU law while still pushing users towards its behavioural ads system.

“It is important for consumer and data protection authorities and the European Commission to quickly investigate Meta’s latest policy and, if needed, take immediate and effective measures to protect consumers.”