What happened
01
Meta introduced the model in the EU in November 2023.
02
Users had to pay or agree to their data being used for personalized ads.
03
The Commission announced the €200 million fine in April 2025.
04
The Commission said users need a free option that uses less personal data.
Why this is a design failure
When saying no costs money, consent is not a free choice.
The fair alternative
Offer a free option that uses less personal data, and make it as easy to choose as the default.
Do
Put accept and decline side by side, equally clear.
Don’t
Don’t make declining cost money or extra effort.
Company response
Meta called the decision incorrect and unlawful and said it is appealing.