Meta to Launch Ad-Free Subscriptions for UK Facebook and Instagram Users
Meta is introducing a paid, ad-free version of Facebook and Instagram in the UK, giving users the option to avoid personalised advertising for a monthly fee of £2.99 on the web and £3.99 on iOS and Android, slightly cheaper than the £5 EU users currently pay for the ad-free subscription. The company says this move offers "a clear choice" for those who don’t want their data used for ads, though users who don’t pay will still be shown targeted content.
The decision comes after the UK’s data watchdog, the Information Commissioner’s Office (ICO), said using ads as a default condition of service “is not in line with UK law.” Unlike in the EU, however, UK users won’t get a free “less personalised ads” option. Meta said it aims to balance user control with keeping platforms free for most people, while critics point out the growing divide between UK and EU regulation.
This shift follows Meta's legal settlement with a UK citizen who objected to having her data used for advertising. As pressure mounts on big tech to rethink how personal data is handled, Meta — whose ad business made up 98% of its $164.5bn revenue last year — is testing how much users will pay to scroll in peace.
