Portugal

Non-skippable advertising in Meo is optional, guarantees the operator

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Based on a feed excerpt; full article content has not been acquired. Source evidence retrieved 06/11/2026, 17:41:25 UTC.

Briefings

Meo announced that non-skippable advertising in its recordings is now optional, meaning customers can choose to activate the 'TV Profiles' feature to receive personalized content. This decision was made to avoid contract changes, leading to a fine from Anacom against Meo and Vodafone for the Playce system. The system was discontinued in May 2025 and replaced by a new non-skippable system launched in November 2026. The rollout began with campaigns from IKEA, Aldi, and other brands, with future segmentation options planned for later phases.

Key points

• Meo made non-skippable advertising optional in its recordings to avoid changing contract terms, resulting in a fine from Anacom.
• The Playce system was discontinued in May 2025 and replaced by a new non-skippable system launched in November 2026.

Context

Meo, along with Vodafone and Orange, launched a system of non-skippable advertising in recordings. This system was discontinued in May 2025 and replaced by a new system launched in November 2026. The new system allows brands to communicate through digital formats integrated in the TV experience, with exclusive non-skippable pre-roll ads.

Limitations

The evidence covers the announcement of the optional non-skippable system and its rollout. It does not provide details on the specific fine amount, the exact number of campaigns launched, or the specific segmentation options available in the future phases.

Generated by Bittrees-hosted qwen35-2b sha256:aaf42c8b7c3c on 07/11/2026, 16:42:23 UTC. Based on publisher-provided feed evidence; may not cover the full original article. Check the source for details.

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