Last year, Facebook introduced a subscription model for European users that allowed them to either consent to data tracking or pay a monthly fee to protect their privacy. The move was widely criticized at the time, and many wondered if this controversial business plan would hold up to legal challenges. And now, it seems, we’ll get an answer soon. This week, the European Consumer Organisation (BEUC), an umbrella organization for 45 consumer groups, announced that eight of its groups are filing complaints with data protection authorities over Facebook’s privacy practices.

According to these groups, Facebook collects an unnecessary amount of personal data, and its “pay for privacy” subscription model is coercive to users.

“Meta’s offer to consumers is smoke and mirrors to cover up what is, at its core — the same old hoovering up of all kinds of sensitive information about people’s lives, which it then monetizes through its invasive advertising model,” said Ursula Pachl, deputy director general of the BEUC. “It’s time for data protection authorities to stop Meta’s unfair data processing and its infringing of people’s fundamental rights.”

For its part, Facebook seems confident that it’s already compliant with strict European privacy laws. However, this is a serious challenge to the company’s business model, and these complaints won’t be going away anytime soon.

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