Meta is effectively running the ultimate A/B test on its European user base, with two different models being forced upon it by regulators. In the UK (Group A), it is testing a paid subscription for privacy. In the EU (Group B), it is being pushed towards a reformed, less-intrusive free model.
Group A, the UK users, will be presented with a choice: pay up to £3.99 a month for an ad-free experience or continue with the current ad-supported model. This tests the market’s willingness to pay for privacy.
Group B, the EU users, will not see this subscription offer. Instead, regulators are demanding that Meta provide them with a free alternative that uses less granular data for ads. This tests a rights-based approach to privacy by default.
This large-scale test is not by Meta’s design but is a consequence of the UK-EU regulatory split. The UK’s “pro-business” stance allows for the commercial test, while the EU’s Digital Markets Act mandates the rights-based approach.
The results of this continent-wide A/B test will be closely watched by the entire tech industry. It will provide invaluable data on two competing philosophies for the future of the internet: one where privacy is a premium product, and one where it is a fundamental, free right.