Edith Hejberg
If you’ve recently scrolled through Facebook or Instagram and hit an unexpected pause, you’re not alone
A New Kind of Interruption on Facebook and Instagram
If you’ve recently scrolled through Facebook or Instagram and hit an unexpected pause, you’re not alone. Meta has begun rolling out short, unskippable ad breaks lasting around five to six seconds.
These Ad Breaks Target a Specific Group of Users
The new advertising feature isn’t for everyone.
It specifically targets users who’ve chosen not to receive personalised ads based on their online behaviour. Instead of tailored ads, they now encounter these mandatory pause screens.
Meta Describes the Feature as a ‘New Ad Experience’
According to Facebook’s help pages, this is a deliberate design. “Ad breaks are a new ad experience on Facebook and Instagram with non-skippable ads that last several seconds. While browsing is paused, a countdown timer will appear showing the time remaining,” Meta explains to advertisers.
Three Choices for Users on Meta Platforms
Facebook and Instagram users in Europe now face a clear set of options:
- Accept personalised ads based on their profile and activity.
- Accept short ad breaks without personalised content.
- Pay roughly €6 per month for an ad-free experience.
The Subscription Option Was Introduced in 2023
The choice to pay for an ad-free experience isn’t new. Meta introduced the subscription in 2023 as part of a broader effort to comply with European privacy laws and give users more control over their data.
Meta’s Legal Troubles With the EU
This latest development comes just weeks after the European Commission warned Meta it could face further penalties. In April 2025, Meta was fined €200 million for violating the EU’s Digital Markets Act.
The Core of the EU’s Complaint: User Data Collection
The hefty fine centred around Meta’s practices from November 2023 to November 2024.
The EU argued that Meta had collected excessive user data, even while offering a choice between paying for ad-free access or accepting personalised ads.
The Commission Says Meta’s Adjustments May Not Be Enough
Despite Meta making changes to its ad model, the EU remains sceptical. As of late June, the Commission warned that Meta’s efforts might still fall short and opened the door to issuing ongoing fines starting June 27, 2025.
Meta Pushes Back Against the EU’s Stance
A Meta spokesperson accused the European Commission of treating the company unfairly and shifting expectations mid-process. “Offering users a choice between a paid, ad-free service or a free, ad-supported one is a legitimate model, just not, apparently, if you’re Meta,” they stated.
