EU warns Meta of daily fines over antitrust order breach
Meta Platforms may face daily fines if the European Commission finds its modified “pay-or-consent” advertising model fails to meet the requirements of an antitrust order issued in April, EU regulators said on Friday.
The warning follows a €200 million ($234 million) fine levied on Meta in April for breaching the European Union’s Digital Markets Act (DMA), which seeks to rein in the dominance of large tech companies and promote fair competition.
Under the current model, launched in November 2023, users of Facebook and Instagram in the EU must either consent to personalised ad tracking or pay a subscription for an ad-free experience. Meta adjusted this model in late 2024 to use less personal data for targeted advertising, but the European Commission has continued to assess its compliance.
The Commission said Meta's recent changes appear limited and it has not yet determined whether they align with the DMA's compliance requirements.
The Commission stated it has not yet determined whether Meta’s revised model meets the key compliance criteria outlined in its earlier non-compliance decision. It added that continued non-compliance could lead to daily fines starting from 27 June 2025.
Under the DMA, non-compliance can lead to daily fines of up to 5% of a company’s average daily global turnover.
Meta criticised the Commission’s stance, accusing it of discrimination and inconsistency. “A user choice between a subscription for no ads service or a free ad-supported service remains a legitimate business model for every company in Europe – except Meta,” the company said in a statement. “We are confident that the range of choices we offer people in the EU doesn’t just comply with what the EU’s rules require – it goes well beyond them.”
The Commission rejected Meta’s claims, stating that the DMA applies equally to all major digital platforms operating within the EU, regardless of their origin or ownership structure.
“We have always enforced and will continue to enforce our laws fairly and without discrimination towards all companies operating in the EU,” the Commission said.
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