Meta has officially put a price on an ad-free social media experience in the UK, asking users of Facebook and Instagram to decide if their privacy and attention are worth a monthly fee. By launching a subscription service, the company is directly addressing long-standing criticism from regulators and privacy advocates over its model of processing user data to deliver highly targeted advertisements.
Users will soon be presented with a choice: continue with the current free, ad-supported model, or pay a subscription to browse without interruption. The fee will be £3.99 per month for mobile users and £2.99 for web users. The company has noted that this single payment will apply to both Facebook and Instagram if the accounts are connected, ensuring users don’t have to pay twice for an uncluttered experience on its core platforms.
The UK’s Information Commissioner’s Office (ICO) has given its seal of approval to the new model. The data regulator welcomed the change, stating it aligns with UK law by providing a clear alternative to the standard terms and conditions that bake in personalised advertising. The ICO had previously advocated for a user “opt-out” and this subscription is seen as Meta’s attempt to provide just that, prompted by a legal settlement with a UK citizen over data rights.
This positive reception in the UK stands in stark contrast to the EU’s reaction to a similar scheme. The European Commission ruled that Meta’s “subscribe or accept ads” model violates the Digital Markets Act. It fined the tech giant €200m, insisting that a compliant alternative would involve a free version that uses significantly less personal data for ads, rather than forcing users to pay for privacy.
The differing viewpoints of the UK and EU regulators reveal a significant policy divergence. Legal analysts point out that the ICO’s stance is illustrative of the UK’s broader strategy to encourage digital economic growth. This “pro-business” approach means UK users are presented with a commercial solution to a data privacy issue, while the EU continues to push for a solution rooted in fundamental data rights.