Meta Confirms Blocking EU-Based Users Accessing Threads Via Virtual Private Network (VPN)

Table of Contents

Introduction

After multiple complaints from EU-based users, Meta has confirmed that it is blocking efforts by users to access the new social app, Threads, through a Virtual Private Network (VPN). The company launched Threads last week, but given privacy concerns around the app, it is not currently available in most countries in Europe.

Threads App Not Available in EU

Meta stated that it has applied further measures to prevent users from accessing the new social app. "Threads is not currently available in most countries in Europe and we’ve taken additional steps to prevent people based there from accessing it at this time," the company said in a statement provided to TechCrunch.

EU Users Report Issues Accessing Threads via VPN

Several EU-based users started posting screenshots on Twitter indicating that they were unable to access the Threads app even after using a VPN. Instagram appears to have blocked EU users from accessing Threads via a VPN, with profiles and content not loading, and notifications not working.

Screenshots of Blocked Access

Okay, it actually seems as if Meta truly decided to ban Europe in Threads, as it’s available globally, but not from Europe (even with a VPN). <pic.twitter.com/Al64RL674G— Yury Molodtsov (@y_molodtsov) July 14, 2023
Profiles and content not loading. Notifications not working. Is this true @mosseri? <pic.twitter.com/3QcqoKeGuo— Matt Navarra (@MattNavarra) July 14, 2023

Concerns Over Data Collection and Processing

The Threads app extensively tracks users, per Meta’s privacy policy and the app’s iOS listing. This approach creates legal and regulatory challenges for Meta in the EU. Under EU data protection law, Meta requires a valid legal basis to process such personal data legally for ad targeting.

EU Data Protection Law and Ad Targeting

According to the EU General Data Protection Regulation (GDPR), companies must have a legitimate interest or consent from users to collect and use their personal data. Meta has been facing increasing uncertainty following a recent Court of Justice ruling, which may impact its ability to process user data for ad targeting.

Digital Markets Act and Applicable Gatekeeping Giants

The Digital Markets Act (DMA) also places limits on how applicable gatekeeping giants can combine data for ads. Meta has reportedly cited uncertainty over how the DMA will apply to its business’ use of data as being behind the delay to Threads launching in the EU.

Threads’ Early Success and Future Prospects

Despite not being officially rolled out in most of Europe, Meta’s Twitter rival has been off to a good start, with the app crossing 100 million signups in just a few days. However, daily active users were down 20% this week compared to Saturday, and time spent on the app had also reduced.

Analytics Monitoring Firm Sensor Tower

According to analytics monitoring firm Sensor Tower, the buzz around Threads may fade as the novelty of a Meta version of Twitter wears off. The company updated the Thread iOS app with support for iOS 17 and reduced binary size along with other small improvements.

Engineer’s Response to Lack of Web or Desktop Support

Responding to a post about the lack of web or desktop support, engineer Cameron Roth said it’s not as simple as "turning it on." He explained that implementing web and desktop support requires significant changes to the app’s architecture and infrastructure.

Potential Implications for Meta

The blocking of EU users from accessing Threads via VPN may have implications for Meta’s business model and its ability to process user data. The company’s decision to delay launching Threads in the EU may be a result of the regulatory challenges it faces in the region.

Conclusion

Meta’s confirmation that it is blocking EU users from accessing the new social app, Threads, through a VPN highlights the complex regulatory landscape surrounding data collection and processing in the EU. The company’s decision to delay launching Threads in the EU may be a result of the uncertainty surrounding the Digital Markets Act and its impact on applicable gatekeeping giants.

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