How much would social media users pay to avoid ads?

17 Oct 2023

Would you pay $14 for an ad-free Instagram feed? How about a For You TikTok scroll sans paid advertisements for $4.99? Both Meta and TikTok are reportedly exploring paid ‘no-ad’ subscription options, aka SNA: “subscription no-ads” for European users, in an attempt to comply with the EU’s GDPR regulation. It’s a bid to avoid losing access to users’ data, experts say. In the process, the two platforms could upend brands’ advertising strategies.

Per GDPR regulation, companies must acquire users’ consent before using their personal data to tailor ads specifically to them. Meta is reportedly in talks with the EU to make sure the proposed SNA strategy is compliant with the EU’s court ruling. If EU regulators approve of the move, it could be in place by the end of November — this is the date until which Meta has to comply...