If you read our last article, you’ll know we urged businesses not to build everything on someone else’s platform. Especially one that changes the rules without warning.
Well – here we are again. Case in point: Instagram’s (aka Meta’s) new “consent or pay” model.
The premise? Simple on the surface: Agree to being tracked and profiled so we can target you with ads. Or pay us monthly to avoid that. But let’s call this what it really is.
Not choice. Not consent. It’s “take it or leave it” with a bit of a knowing smirk.
The Illusion of Freedom – The language Meta uses is clever;
“You’re in control.”
“Make your choice.”
“Carry on using the platform for free.*
Sounds fair. Even generous.
But the reality? That “free” version still comes at a cost. Your cost is your behaviour. Your preferences. Your activity, your voice notes, your connections, your late-night scrolling habits. And if you’d rather not hand that over? That’s fine. Just pay up.
You can also, if you really want to, “download your data and leave.” That’s a real quote. Polite on the surface, but if you read between the lines is says “We know you won’t.” Because they also know what we all know: most of us are in too deep. We’ve built our brands, communities, habits and identities here. So when Meta says “make your choice,” what they’re really saying is: “We know what choice you’ll make.”
So why are we mentioning this?
Maybe yes because it’s got our heckles up a little and because words matter. When a company with this much influence starts redefining “choice” in this way, it sets a precedent. For many of us, this goes beyond marketing. It’s about autonomy. About what it means to have a real say in how we show up online – and what we give up in return. Meta isn’t evil. But it is very good at playing this game. And we think it’s worth stepping back to ask whether we’re playing too and whether we’re doing it on our own terms.
What can you do if this doesn’t sit right? Just a few things to keep in mind:
1. Be curious about the language. If a company is giving you a choice, but only one of those options is free because it profits from your data – that’s not neutral. That’s a business model. Know it for what it is.
2. Don’t build everything on one platform. We said it before and we’ll say it again. Diversify where you show up. Even if Meta is part of your mix, it shouldn’t be the whole thing. Not when the rules keep changing.
3. Check your settings. Most platforms bury the opt-outs in the small print. Spend five minutes finding them. It’s five minutes well spent.
4. Back up what matters. Your audience. Your content. Your voice. Make sure you’re not putting everything into a space where you don’t set the terms.
Final Thought
We’re not suggesting anyone should quit Instagram and clearly we’re not anti-social media. But we are big believers in real choice. Not the kind where you’re nudged, guilted, or locked into an option because the alternative is too inconvenient to even consider. True choice means understanding the trade-offs. It means being told the full story – which we always aim to do – It means that leaving a platform shouldn’t feel like tearing down a part of your life or business.
So, when Meta says “It’s your choice” don’t rush it. Read between the lines. Then try to move with clarity, not convenience.
