Meta is introducing ad-free subscription options for Facebook and Instagram in the UK, giving users a new choice to either pay for privacy or continue with personalised ads.
In the coming weeks, UK users will start receiving notifications explaining the change, outlining how they can opt for an ad-free experience if they prefer not to have their data tracked for targeted advertising.
Users can still access both platforms for free with personalised ads, or choose the subscription model priced at £2.99 per month on the web and £3.99 on iOS and Android for an ad-free experience.
The plan covers all linked accounts under Meta’s Accounts Centre, with an extra fee of £2 on the web or £3 on mobile for each additional account.
This marks a significant shift in Meta’s business model and gives users the freedom to decide how they want to experience the platforms.
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Meta’s introduction of its ad-free subscription follows months of dialogue with the UK’s Information Commissioner’s Office (ICO) over the increasingly debated “consent or pay” framework.
This model essentially gives users a fork in the road: they can grant permission for their personal data to be used for targeted advertising in exchange for free access, or they can choose to pay a small monthly fee to browse without ads. It’s a structure already being adopted by several digital platforms and media outlets aiming to balance privacy rights with revenue needs.
Meta says its new plan is designed to offer users more control and clarity over how their data is used, while continuing to support the wider ecosystem of a free, ad-backed internet that fuels accessibility for people and businesses alike.
The rollout arrives as Meta faces continued scrutiny over its handling of user data. Earlier this year, the company reached an agreement to stop sending direct marketing ads to British activist Tanya O’Carroll, who had challenged Meta’s practices. Her legal case, which began in 2022, argued that Facebook had breached UK data protection rules by refusing to honour her request to prevent the use of her personal information for targeted advertising.
