Meta is introducing a new choice for its UK users: pay a monthly fee to browse Facebook and Instagram without advertisements. This move positions privacy as a premium service, allowing users to opt out of the pervasive targeted advertising that has defined the social media experience for over a decade. The subscription model is Mark Zuckerberg’s direct response to mounting pressure from UK regulators concerning the platform’s extensive use of personal data for commercial purposes.
The cost for this ad-free experience will be set at £2.99 per month for those accessing the platforms via a web browser. For mobile users on iOS and Android, the price will be slightly higher at £3.99 a month. In a user-friendly move, Meta has clarified that individuals with linked Facebook and Instagram accounts will only need to pay a single monthly fee to have ads removed from both services, streamlining the process for those active on both platforms.
This initiative has been welcomed by the UK’s data watchdog, the Information Commissioner’s Office (ICO). An ICO spokesperson stated that the move aligns with UK law by shifting away from a model where ad targeting is a mandatory part of the terms and conditions. This endorsement follows a long period of scrutiny and a pivotal court case settlement with a UK citizen who argued for the right to stop Meta from processing her data for personalised ads.
However, this approach sharply contrasts with the sentiment in the European Union. A similar subscription service offered by Meta in the EU was deemed to be in breach of the Digital Markets Act. The European Commission, the bloc’s executive arm, slapped Meta with a €200m fine earlier this year, arguing that the company should have provided a free alternative that uses less granular personal data for ad targeting, rather than a “pay or okay” model.
The divergence highlights a growing gap between UK and EU regulatory philosophies. Legal experts suggest the ICO’s approval points to a more “pro-business” stance in the UK, where regulators are encouraged to support economic growth and the digital economy. This decision signals that the UK may be charting a different, more commercially-focused course on data privacy and big tech regulation post-Brexit.