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#081e56;}.icon.icon-post {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-blog.svg");}.icon.icon-success-story {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-success-stories.svg");}.icon.icon-whitepaper {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div data-rocket-location-hash="b4d58d7e7fd8b45b2c5dc879cde7eb3f" class="mwd-blogPost flex breadcrumb"> <div data-rocket-location-hash="0841f15ebf099eeaba6f2c7f735d0671" class="container"> <span class="parent"> <a href="https://e-dialog.group/de/blog/" title="Blog">Blog</a> </span> <span class="arrow">></span> <span class="category">Social Media Advertising</span> <span class="arrow">></span> <span class="child">Meta präsentiert werbefreie Facebook- und Instagram-Versionen - was bedeutet das für Advertiser?</span> </div> </div> <div data-bg="https://e-dialog.group/wp-content/uploads/2023/11/blog-meta-werbefrei-2-1024x549.jpg" data-rocket-location-hash="93b73bf9c552b8f479408e31d0421a75" class="mwd-blogPost flex header rocket-lazyload" style=""><div data-rocket-location-hash="ca23f7c07336b7cf8c7766d2ffffc9d9" class="container"><h1>Meta präsentiert werbefreie Facebook- und Instagram-Versionen - was bedeutet das für Advertiser?</h1><p class="author">von Berker Cetin</p></div></div><div data-rocket-location-hash="5ba37d1761429b8aa4a845fb1ec6d187" class="mwd-blogPost flex metabox space-top space-bottom"><div data-rocket-location-hash="04b24f2a01e05ca636ff58e62299aa1e" class="container"><div data-rocket-location-hash="1572ce06debb49357e5111f58a6037a3" class="col"><div class="metabox-holder"><div class="date">08. November 2023</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Meta führt werbefreie Versionen von Facebook und Instagram für Nutzer*innen in der Europäischen Union, des Europäischen Wirtschaftsraums (EWR) und der Schweiz ein. Dieser Schritt ist eine Reaktion auf die steigenden Anforderungen der EU-Datenschutzbestimmungen, insbesondere der DSGVO. Für Advertiser sind weiterhin personalisierte Werbekampagnen auf den kostenfreien Plattformen möglich. </p></div></div><div data-rocket-location-hash="4ba29acbbfca62c6f947577f2c748b2d" class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Social Media Advertising</div><p><p>Mit unserer Expertise aus Performance Marketing, Audience Management und Werbemittel-Optimierung holen wir mehr aus Ihren Paid Social Kampagnen heraus - von Facebook bis TikTok!</p> </p><a href="/de/bessere-kampagnen/#social-channels" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div data-rocket-location-hash="b49efa3be72975323cf1dd9c201b9509" class="mwd-blogPost flex content space-top space-bottom"><div data-rocket-location-hash="68e122c6b23b4519e49c5a2a57b5f054" class="container"> <div data-rocket-location-hash="a46e2da7589cc617318d2fd6eae13ecb" data-elementor-type="wp-post" data-elementor-id="53062" class="elementor elementor-53062 elementor-53020" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-160e39d3 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="160e39d3" data-element_type="section"> <div data-rocket-location-hash="7be7f7b3bdaf5cf3a88dc1de741ecbc4" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-588cc044" data-id="588cc044" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5efb7cfa elementor-widget elementor-widget-text-editor" data-id="5efb7cfa" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Dieser Blog-Beitrag bietet einen Überblick über diese bedeutende Entwicklung und ihre möglichen Auswirkungen.</p> </div> </div> <div class="elementor-element elementor-element-85df8f4 elementor-widget elementor-widget-heading" data-id="85df8f4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Verbot personalisierter Werbung auf Meta</h2> </div> </div> <div class="elementor-element elementor-element-eea4acc elementor-widget elementor-widget-text-editor" data-id="eea4acc" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Laut einer Mitteilung der EU-Regulierungsbehörde hat die europäische Datenschutzbehörde einer unbefristeten Verlängerung des bestehenden Verbots Norwegens zugestimmt. Das skandinavische Land verhängte im Sommer gegen den Konzern eine Strafzahlung von täglich knapp 85.000 Euro, weil Meta unerlaubterweise Nutzerdaten wie Standort oder Browserverlauf für verhaltensbezogene Werbung verwendete. Daraufhin stellte Norwegen einen Antrag an die EU-Datenschutzbehörde EDPB, um das Verbot auf europäischer Ebene auszuweiten.</p><p>Damit wird das von Norwegen verhängte Verbot von personalisierter Werbung auf alle 30 Länder der Europäischen Union (EU) und des Europäischen Wirtschaftsraums (EWR) ausgedehnt.</p><p>Diese Entscheidung betrifft mehr als 250 Millionen europäische Nutzer*innen von Facebook und Instagram.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-26de952 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="26de952" data-element_type="section"> <div data-rocket-location-hash="622b83862fb0da48894e4bb84c0639b6" class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0fc0e8a" data-id="0fc0e8a" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7afa74a elementor-widget elementor-widget-heading" data-id="7afa74a" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Meta bietet werbefreie Version von Facebook und Instagram an</h2> </div> </div> <div class="elementor-element elementor-element-ceef497 elementor-widget elementor-widget-text-editor" data-id="ceef497" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Entgegen dieser Entscheidung hat Meta am 30. Oktober angekündigt, dass sie ab November eine werbefreie Version von Facebook und Instagram an über 18-jährige anbieten werden. Damit wollen sie den Nutzer*innen die Möglichkeit anbieten, sich gegen Werbung und Datentracking zu entscheiden. </p><p>In diesen Ländern haben die Nutzer*innen die Möglichkeit, gegen eine Gebühr die Meta Produkte werbefrei zu nutzen. User*innen können sich für ein Abonnement entscheiden, zu Preisen von €9,99/Monat im Web oder €12,99/Monat auf iOS und Android. Unabhängig vom Kaufort gilt das Abonnement für alle verknüpften Facebook- und Instagram-Konten in der Kontenübersicht eines Nutzers. </p><p>Beim Öffnen der App erhält man eine Meldung, ob man weiterhin die werbefreie Version nutzen oder ein Abo abschließen möchte.</p> </div> </div> <section class="elementor-section elementor-inner-section elementor-element elementor-element-d577e90 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="d577e90" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-5b5f657" data-id="5b5f657" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1f26567 elementor-widget elementor-widget-image" data-id="1f26567" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="473" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20473%201024'%3E%3C/svg%3E" class="attachment-large size-large wp-image-53049" alt="Meta bietet werbefreie, kostenpflichtige Versionen von Facebook und Instagram an" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2023/11/img_5373-473x1024.png 473w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-139x300.png 139w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-768x1662.png 768w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-710x1536.png 710w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-946x2048.png 946w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-291x630.png 291w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373.png 1170w" data-lazy-sizes="(max-width: 473px) 100vw, 473px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2023/11/img_5373-473x1024.png" /><noscript><img fetchpriority="high" decoding="async" width="473" height="1024" src="https://e-dialog.group/wp-content/uploads/2023/11/img_5373-473x1024.png" class="attachment-large size-large wp-image-53049" alt="Meta bietet werbefreie, kostenpflichtige Versionen von Facebook und Instagram an" srcset="https://e-dialog.group/wp-content/uploads/2023/11/img_5373-473x1024.png 473w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-139x300.png 139w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-768x1662.png 768w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-710x1536.png 710w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-946x2048.png 946w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373-291x630.png 291w, https://e-dialog.group/wp-content/uploads/2023/11/img_5373.png 1170w" sizes="(max-width: 473px) 100vw, 473px" /></noscript> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-a9420eb" data-id="a9420eb" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-8915df3 elementor-widget elementor-widget-image" data-id="8915df3" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="473" height="1024" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20473%201024'%3E%3C/svg%3E" class="attachment-large size-large wp-image-53052" alt="Meta bietet werbefreie, kostenpflichtige Versionen von Facebook und Instagram an" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2023/11/img_5374-473x1024.png 473w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-139x300.png 139w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-768x1662.png 768w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-710x1536.png 710w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-946x2048.png 946w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-291x630.png 291w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374.png 1170w" data-lazy-sizes="(max-width: 473px) 100vw, 473px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2023/11/img_5374-473x1024.png" /><noscript><img decoding="async" width="473" height="1024" src="https://e-dialog.group/wp-content/uploads/2023/11/img_5374-473x1024.png" class="attachment-large size-large wp-image-53052" alt="Meta bietet werbefreie, kostenpflichtige Versionen von Facebook und Instagram an" srcset="https://e-dialog.group/wp-content/uploads/2023/11/img_5374-473x1024.png 473w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-139x300.png 139w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-768x1662.png 768w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-710x1536.png 710w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-946x2048.png 946w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374-291x630.png 291w, https://e-dialog.group/wp-content/uploads/2023/11/img_5374.png 1170w" sizes="(max-width: 473px) 100vw, 473px" /></noscript> </div> </div> </div> </div> </div> </section> <div class="elementor-element elementor-element-7d5b89de elementor-widget elementor-widget-text-editor" data-id="7d5b89de" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Screenshot der Notification in den Meta Apps, Quelle: e-dialog</p> </div> </div> <div class="elementor-element elementor-element-b632354 elementor-widget elementor-widget-text-editor" data-id="b632354" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Bis zum 1. März 2024 ist das ursprüngliche Abonnement für alle verknüpften Konten eines Nutzers/einer Nutzerin gültig. Ab dem 1. März 2024 fällt eine zusätzliche Gebühr von 6 € pro Monat für die Web-Version und 8 € pro Monat auf iOS und Android für jedes zusätzliche Konto an.</p><p>Das Abonnement ohne Werbung steht Personen ab 18 Jahren zur Verfügung. Meta meint, dass sie weiterhin prüfen, wie sie Jugendlichen angesichts dieses sich entwickelnden regulatorischen Umfelds eine nützliche und verantwortungsbewusste Werbeerfahrung bieten können.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-7946f895 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="7946f895" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1246cf6b" data-id="1246cf6b" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-27a7ad59 elementor-widget elementor-widget-heading" data-id="27a7ad59" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Meta verpflichtet sich zur Einhaltung</h2> </div> </div> <div class="elementor-element elementor-element-1d3fc2d elementor-widget elementor-widget-text-editor" data-id="1d3fc2d" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Meta erwähnt zudem, dass unabhängig davon, ob die Nutzer*innen die Produkte kostenlos mit Werbung nutzen oder ein Abo abschließen, sie sich dazu verpflichten, die Daten der User*innen gemäß der eigenen Richtlinien und der Allgemeinen Datenschutz-Grundverordnung der EU (DSGVO) privat und sicher zu halten.</p><p><br />Meta unterstreicht außerdem, dass sie an personalisierte Werbung glauben: </p> </div> </div> <div class="elementor-element elementor-element-10aa3b1 elementor-widget elementor-widget-text-editor" data-id="10aa3b1" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p><em>We believe in an ad-supported internet, which gives people access to personalized products and services regardless of their economic status. It also allows small businesses to reach potential customers, grow their business and create new markets, driving growth in the European economy. And like other companies we’ll continue to advocate for an ad-supported internet, even with our new subscription offering in the EU, EEA and Switzerland. But we respect the spirit and purpose of these evolving European regulations, and are committed to complying with them.</em></p> </div> </div> <div class="elementor-element elementor-element-1ec9bac elementor-widget elementor-widget-text-editor" data-id="1ec9bac" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Quelle: <a href="https://about.fb.com/news/2023/10/facebook-and-instagram-to-offer-subscription-for-no-ads-in-europe/">Meta</a></p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-6611f2a elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="6611f2a" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c028084" data-id="c028084" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-81e0a44 elementor-widget elementor-widget-heading" data-id="81e0a44" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Auswirkungen auf Advertiser</h2> </div> </div> <div class="elementor-element elementor-element-98fbe9b elementor-widget elementor-widget-text-editor" data-id="98fbe9b" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Werbetreibende können weiterhin personalisierte Werbekampagnen in Europa schalten, um diejenigen zu erreichen, die sich dafür entscheiden, kostenlose und werbefinanzierte Produkte zu nutzen. In Zukunft möchte Meta weiterhin in neue Tools investieren, die den Wert von personalisierter Werbung sowohl für Nutzer*innen als auch für Unternehmen erhalten, während sie den User*innen die Kontrolle über ihre Werbeerfahrung auf den Plattformen ermöglichen wollen.</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-b0ec856 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="b0ec856" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f307512" data-id="f307512" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-ec53a15 elementor-widget elementor-widget-heading" data-id="ec53a15" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Fazit</h2> </div> </div> <div class="elementor-element elementor-element-d9a4098 elementor-widget elementor-widget-text-editor" data-id="d9a4098" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Es bleibt abzuwarten, wie viele Nutzer*innen sich tatsächlich für die kostenpflichtige Version entscheiden und wie viel Umsatz das bringen wird. Laut einem aktuellen Bericht von Meta generiert das Unternehmen durchschnittlich 19,04 US-Dollar pro Quartal pro EU-Nutzer. Somit klingt das im ersten Moment nicht besonders kostendeckend für Meta. </p><p>Des Weiteren ist es fraglich, ob es Auswirkungen auf die Werbekosten der Advertiser haben könnte, wenn sich überraschenderweise doch eine Vielzahl an Usern für werbefreie Versionen entscheiden und damit weniger Werbefläche innerhalb der Meta Produkte zur Verfügung steht. </p><p>Zudem bleibt spannend, wie andere soziale Plattformen dem Beispiel mit werbefreien Abonnements folgen, um den EU-Vorschriften zu entsprechen.</p> </div> </div> <div class="elementor-element elementor-element-8ea24a0 elementor-widget elementor-widget-text-editor" data-id="8ea24a0" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Für Fragen und Unterstützung zu personalisierten und performanten Paid Social Kampagnen kontaktieren Sie uns gerne: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div data-rocket-location-hash="ddfa30e7b85577acd84410f15654357f" class="mwd-blogPost flex call-to-action space-top space-bottom"><div data-rocket-location-hash="f9357140ee36883ea6064de5d7279a99" class="container"><div data-rocket-location-hash="b0ba8a09814c8228efb38942e632ca71" class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/de/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div data-rocket-location-hash="03910ff8661ec99940484bdcacc47ffb" id="wobbleCTA"></div></div> <div data-rocket-location-hash="432af2bac3067702fc14620b17bfd000" class="mwd-blogPost flex more-topics space-top space-bottom"> <div data-rocket-location-hash="e02d4abb341ba01ddcf628736c86d19a" class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div data-rocket-location-hash="42cd2c730aabf27b255fca5895c1d6b0" class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-61661 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" 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