The Kaipher Editorial Team 
Associated Press
Meta announced on Friday that it will offer ad-free, subscription versions of Facebook and Instagram in the United Kingdom, allowing users to pay monthly fees to avoid personalized advertising. The rollout, effective immediately, responds to British data-protection guidelines and expands a model Meta first introduced across the European Union.
Meta’s subscription costs £2.99 per month for web users and £3.99 per month for iOS and Android app users, reflecting platform fees charged by Apple and Google. Subscribers who wish to remove ads from additional profiles linked through the Accounts Center can pay an extra £2 per profile on the web or £3 per profile on mobile. According to Meta, these tiered options ensure all users have a clear choice over how their data is used for personalized advertising.
Compliance with UK Data-Protection Guidelines
The move follows guidance from the Information Commissioner’s Office (ICO), which ruled that default ad targeting in Meta’s services did not comply with UK law. Meta stated that offering an ad-free subscription “will give people in the UK a clear choice about whether their data will be used for personalized advertising”. The ICO welcomed the launch, noting that it “moves Meta away from targeting users with ads as part of the standard terms and conditions,” and aligns Facebook and Instagram usage with UK privacy requirements.
This change builds on a legal agreement reached in March, in which Meta committed to cease targeting ads at a British activist based on her personal data. The UK model reflects a collaborative approach between Meta and regulators, contrasting with earlier disputes over cookie consent and data-sharing practices.
Subscription Model Differs from EU Offering
Although similar subscriptions are available in the European Union, UK pricing is nearly 50% lower—EU users pay from €5.99 (about £5) per month for ad-free access. An ICO spokesperson highlighted that Meta “significantly reduced its initial subscription price during discussions with the regulator,” resulting in more affordable rates for British users. Unlike the EU, where users can opt for “less personalized” ads at no cost, UK subscribers must pay to eliminate ad targeting entirely.
Meta criticized EU regulations for creating a “worse experience for users and businesses” compared to the UK’s “constructive” regulatory framework. By contrast, the UK approach aims to balance user choice with business incentives, ensuring digital platforms remain sustainable while respecting privacy.
As digital regulators worldwide scrutinize data-driven business models, Meta’s UK subscription launch may set a precedent for other jurisdictions seeking to enforce data-protection standards without mandating free, ad-funded services.
