NOYB criticized the fee’s acceptability, citing industry figures that suggest only 3 percent of people desire tracking, while more than 99 percent do not opt for the “privacy fee.” The group warned of potential repercussions, stating, “If Meta gets away with this, competitors will soon follow in its footsteps,” and adding that “given that the average phone has 35 apps installed, keeping your phone private could soon cost around € 8,815 ($9,657) a year.”
Meta defended its subscription model, emphasizing that it aligns with European regulatory requirements while providing users a choice. A spokesperson noted that the pricing structure is consistent with similar subscription offerings in Europe, emphasizing the balance between regulatory compliance and user preference.
NOYB, known for filing numerous privacy violation complaints against major tech companies, including Google and Meta, urged the Austrian privacy authority to expedite action against Meta and impose fines. The complaint is expected to be forwarded to the Irish data protection watchdog, as Meta’s European headquarters are based in Ireland.