'Unskippable' ads to feature on Facebook and Instagram

Some ads on Facebook and Instagram will be "unskippable for a few seconds" under new changes announced today by the platforms' parent company Meta.

It will relate to users who choose to see less personalised adverts in their feeds.

"Introducing, for people who choose less personalised ads, ad breaks to allow advertisers to connect with a wider audience in this low data environment," Meta said in a statement.

The company said the changes are for users in the European Union, in response to evolving EU regulatory feedback.

As part of the reforms, Meta said it will reduce the price of subscriptions for no ads by 40%.

Users who do not want to pay will have a new choice to see personalised ads or less personalised ads.

Less personalised ads will be based only on context - what a person sees in a particular session on Facebook and Instagram - and a minimal set of data points including a person's age, location, gender, and how a person engages with ads.

"These changes follow the launch last year of subscription for no ads in the EU to comply with changing regulatory requirements," Meta said.

"Offering a choice between a paid subscription and free access to a service funded by personalised ads is a well-established business model and a valid legal consent choice under EU law, as supported by a judgement given by the Court of Justice of the European Union."

"Despite our concerted efforts to comply with EU regulation, we have continued to receive additional demands from regulators that go beyond what is written in the law - which is why we’re launching these new options," the company added.

Meta said that despite the changes being announced today, it remains steadfast in its view that personalised ads are the best experience for people and businesses, boosting revenues for advertisers and allowing people to connect with the brands and products that are most relevant to them.