Meta’s ad-free tier: a shift in perception, not performance
October 2025
Meta’s new paid, ad-free subscription for Facebook and Instagram has sparked debate among advertisers — but according to our managing partner for Performance, Andy Platt, the real impact will be minimal.
Speaking to Performance Marketing World, Andy explains that the move is less a business model shake-up and more a regulatory alignment. With low adoption already seen across Europe, Meta’s ad-funded model remains dominant — but the rollout does highlight growing scrutiny of digital advertising and renewed focus on user choice.
Andy argues this is a moment for brands to reassess the balance between paid and organic: "Let’s use this as a prompt to re-evaluate how both work together. Organic still plays a vital role in engaging customers and building trust, and agility will be key as the advertising landscape evolves.”
