Meta Introduces Ad-Free Facebook & Instagram Subscription in the UK
facebook’s parent company, Meta, is launching a subscription option for users in the UK who wish to browse Facebook and Instagram without advertisements. Starting in the coming weeks, individuals will have the choice to pay a monthly fee to remove ads from their feeds.The subscription will cost £2.99 per month when purchased via a web browser, and £3.99 per month when accessed through the iOS and android app stores – a price difference Meta attributes to fees imposed by apple and Google on in-app purchases.
This move comes in response to recent guidance from the UK’s Data Commissioner’s Office (ICO) regarding the use of personal data for targeted advertising. The ICO has clarified that consent for personalized ads must be freely given and cannot be a requirement for using a service. The regulator is scrutinizing models that present users with a choice between consenting to data use for ads or paying for an ad-free experience, ensuring these options comply with UK GDPR standards.
Meta emphasizes that the UK’s regulatory approach is more conducive to innovation and user choice than that of the European Union. The company claims EU regulators are demanding a less personalized advertising experience than legally required, negatively impacting both users and businesses.
Users aged 18 and over will receive a notification about the subscription option, but will not be required to act immediately. Those who choose not to subscribe will continue to experience Facebook and Instagram as they currently do, with advertisements and access to tools like ad Preferences to manage their advertising experience. Meta confirms that personal data will not be used to show ads to subscribers.
The company highlights the notable economic impact of its advertising technologies in the UK, citing £65 billion in economic activity and over 357,000 jobs supported in 2024 alone. Meta states that this new offering will maintain free access to its platforms for those who prefer it, while providing a paid option for an ad-free experience.
