The European Consumer Organisation (BEUC) has stated that Meta's 'pay or okay' model, which forces users to pay to avoid ads or use the platform for free by surrendering data, continues to violate European law. In an analysis published this Tuesday, the 17th, the organisation concluded that the new model violates the EU's Digital Markets Act (DMA), the General Data Protection Regulation (GDPR), and the Unfair Commercial Practices Directive (UCPD). BEUC Director Agustín Reyna stated that Meta is only making minor adjustments rather than solving the problem, leaving consumers with unclear choices that fail to respect data protection principles. The organisation further warned that the model fails to provide free, specific, and informed consent for personalised ads and uses non-neutral language to nudge users into accepting data tracking. BEUC and other organisations have called on the European Commission to ensure Meta complies with EU law and to impose periodic fines if necessary.