Ad-Free Facebook and Instagram subscription might mess up your ad campaigns

Trouble with ad campaigns on Facebook and Instagram started back in 2023 when Meta rolled out the Ad-Free Facebook and Instagram subscription. This paid feature lets users browse the platforms without ads. If you’re running ads here, it’s important to know what risks it brings and how to avoid them.

What’s the risk with the Ad-Free Facebook and Instagram Subscription?

The subscription doesn’t just remove ads for those who pay for it — it can also affect your entire ad account.

If someone with access to your Ads Manager signs up for this ad-free option, there’s a risk that your whole account could lose the ability to manage campaigns. 

On top of that, free users might get pop-ups asking for consent to personalized ads. If they decline, it can also lead to limitations on ad features.

Heads up: Canceling the subscription won’t fix the issue right away — the block can last until the paid period is over.

What happens if you or someone else subscribes?

Here is what might change if you or anyone with access to your Ads Manager gets the subscription or declines ad personalization. 

1. Blocking access to ads

If someone with access to your Ads Manager subscribes to the ad-free option, it could block your ability to manage ad campaigns across the account. This means no boosting posts, publishing ads, or monetizing content until the subscription expires.

2. Pop-ups about personalized ads

Free users are now frequently asked to enable personalized ads. If you or someone managing your account declines, it might restrict or completely block campaign management. Declining personalization also makes your ads less effective at targeting the right audience.

3. Impact of subscriptions on advertising accounts

In addition, activating the subscription or refusing ad personalization could result in losing access to:

• Promoting posts on Instagram and Facebook
• Managing ads on Facebook, such as blocking the running of ads (if Instagram is linked to the subscription; the subscription does not have to be directly tied to Facebook)
• Running affiliate ads (branded content)
• Monetizing video content, such as roll ads or in-stream videos

Here you’ll find more information about how the subscription and lack of ad personalization can affect your ad campaigns on Facebook and Instagram: link

What we recommend:

• Don’t activate ad-free subscription to avoid campaign disruptions on both Instagram and Facebook.
• Cancel subscription if it has already been activated — this applies to everyone with access to your Ads Manager or connected business accounts (you can check in the Ad Account Settings section of Meta’s platform).
• Review your ad personalization settings and make sure there are no restrictions in place.

How to check your ad settings on Facebook:

1. Tap your profile picture in the top-right corner.
2. Open the Settings & Privacy and open the Accounts Center.
3. Open the Ad Preferences and select Ad Settings.
4. Ensure Ad Features are set to allow personalized ads.

How to check your ad settings on Instagram:

1. Go to your profile by tapping your picture in the bottom-right corner.
2. Open the menu icon in the top-right.
3. Open the Accounts Center and go to Ad Preferences.
4. Check your Ad Settings to confirm personalized ads are enabled.

Is the Ad-Free Meta Subscription problem still relevant?

The most reports about issues with blocked ad accounts appeared in 2023, shortly after the ad-free subscription service was introduced in the European Union [Reddit 1, Reddit 2, Reddit 3, Reddit 4, Marek Gwoźdz blog, Social Media Today].

Currently, the scale of the problem seems smaller. It appears that affected users have adapted by canceling their subscriptions or adjusting personalization settings. Unofficial sources, such as statements from consultants, indicate that only a small number of users opt for the Ad-Free Meta Subscription, further limiting the issue's scope. Nevertheless, the problem remains relevant, albeit on an unclear scale, as new reports continue to emerge [Witold Wrodarczyk, Martyna Kawulak].

What is changing?

Last month, Meta reduced subscription prices, which could increase their popularity. At the same time, stricter policies on ad personalization (EU regulations) have been implemented. This means even more limited use of data for users who choose non-personalized ads. Until recently, users could dismiss notifications about selecting a personalization level, but now, after a few dismissals, they will be forced to make a choice [Meta Newsroom].

What does this mean for advertisers?

The new restrictions and notifications for users could affect campaign targeting efficiency and the performance of Facebook and Instagram algorithms (due to less data availability). Campaigns might rely on less precise user information, leading to more ad impressions shown to people uninterested in the advertised product or service [Jon Loomer, Martyna Kawulak].

For advertisers, this could mean:

• Higher CPM (Cost Per Thousand Impressions): Ads will be less efficient, increasing competition for well-targeted audience segments.
• Less effective campaigns: Limited personalization will make it harder to reach the right users, resulting in lower conversion rates.

While the ad-free subscription issue seems less pressing than it was last year, changes to ad personalization could significantly impact the future of Meta ad campaigns. Given how recent these developments are and the gradual implementation of changes, there is not yet enough solid data to predict the future of Meta Ads with certainty. It is crucial to stay informed, adjust advertising strategies accordingly, and focus on high-quality creatives that resonate even with audiences outside the core target group.

If you’re unsure how these changes might impact your ad account or if you’ve already encountered issues, let us know – we’ll help you resolve them.