Facebook silently replaced the “It’s free and always will be” slogan on their homepage with “It’s quick and easy”. This is the first time in more than a decade that Facebook has taken off this slogan and replaced it with anything else. The previously used tagline, “It’s free and always will be”, was used to encourage people to sign up to become users of the social network. Facebook used the slogan to show people that Facebook is (or rather was) free for use.
Replacement of Facebook slogan:
Facebook replaced the tagline for the US and European servers somewhere between 6th and 7th August; without any announcements or explanations. Facebook was contacted for their statement about this but Facebook is yet to answer these questions.
Meaning of facebook’s slogan:
Facebook has always been proudly marketing their social media platform by presenting it to the people as free to use. Facebook showed that it uses an advertising-funded business model to make money. By changing the slogan on the sign-up page, Facebook might be declaring that it is not actually free. This might actually be a response to an EU directive about data being a form of payment.
How Facebook works:
Facebook takes the personal information of the people who use Facebook. Users provide this information happily by signing up. Facebook uses this data to sell targeted advertising. Users cannot create an account and use Facebook unless they provide their personal information.
Reason for changing the slogan:
Facebook has never been free and it never will be. Users’ data is the payment for using Facebook and the currency Facebook deals in. Data is worth a lot more than money so Facebook truly has never been free.
To come up with an answer to why Facebook changed its slogan about being free for the users; without any announcement or explanation; it is easy to think of this change as a response to a directive passed by the European Parliament; recognizing that exchanging data is actually a form of payment.