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EU says Instagram’s paid ad-free option breaches rules

The firm faces a potential fine of up to 10% of its global revenue if it fails to comply with the rules.

The European Data Protection Board (EDPB) adopted an opinion in April which said platforms charging a fee for accessing an equivalent version of their services without personalised ads "should give significant consideration to offering an additional alternative". "We want to empower citizens to be able to take control over their own data and choose a less personalised ads experience," said Margrethe Vestager, the Commission's executive vice-president and competition policy chief. She added that the Commission's investigation - launched at the end of March seeks to ensure that rivals are able to compete in the digital advertising market "where gatekeepers like Meta have been accumulating personal data of millions of EU citizens over many years".

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