The joint complaint from the BEUC and 18 of its members to the network of CPC came two days after advocacy group NOYB filed a complaint with the Austrian privacy watchdog, saying Meta’s new service amounted to paying a fee to ensure privacy

Meta Platforms’ advertising-free subscription service, a fee-based offering rolled out in Europe this month, infringes EU consumer laws, Europe’s biggest consumer group said on Thursday as it took its grievance to consumer protection authorities.

The joint complaint from the European Consumer Organisation (BEUC) and 18 of its members to the network of CPC came two days after advocacy group NOYB filed a complaint with the Austrian privacy watchdog, saying Meta’s new service amounted to paying a fee to ensure privacy.

Meta referred to its blogpost on October 30 when it announced the move.

The option for people to buy a subscription for no ads balances the requirements of European regulators while giving users choice and letting Meta continue serving all people in the EU, EEA and Switzerland, the company wrote.

BEUC singled out a number of issues.

Meta is violating EU consumer law by using unfair, deceptive and aggressive practices, including partially blocking consumers from using the services to compel them to take a decision quickly, and providing deceptive and incomplete information in the process, BEUC Deputy Director General Ursula Pachl said in a statement.

BEUC said it was likely that users’ data would continue to be collected and used for other purposes even if they select the new service. It also took issue with the “very high subscription fee for ad-free services”, which could deter users.

At this price, consumers are simply going to consent to Meta’s profiling and tracking, which is exactly what the tech giant wants. People should not be asked to pay for protecting their privacy, she added.

The ad-free service cost $10.96 monthly for Web users and $14.16 for iOS and Android users. Meta has said these prices are in accordance with Google’s YouTube and Spotify’s premium services and with Netflix.