Mandatory ‘pay or consent’ advertising model violates Digital Markets Act, says Brussels. The European Commission (EC) has charged Meta with breaching the EU’s Digital Markets Act (DMA) via its new “pay or consent” advertising model. The charge announced on Monday follows the tech giant’s launch of the no-ads subscription service for Facebook and Instagram in Europe last November. The move is the European Union executive’s latest against Big Tech since the DMA came into force earlier this year. Meta offers users a choice between being targeted by ads based on their personal data or paying to avoid them. The system was rolled out after the EU ruled that Meta must get consent before showin
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