For years, the implicit agreement was that users get free social media in exchange for viewing ads. Now, Meta is making that choice explicit in the United Kingdom. The company is rolling out a subscription service that will allow users of Facebook and Instagram to completely remove advertisements from their feeds, but this newfound digital tranquility comes with a monthly price tag.
The tiered pricing structure means web users can subscribe for £2.99 a month, while mobile app users will be charged £3.99 a month. Meta has confirmed that this single subscription will cover both Facebook and Instagram profiles if they are linked within the Account Centre, offering a consolidated price for a seamless, ad-free experience across its two main social networks. For those who choose not to subscribe, the platforms will continue to operate as they always have: free to use but supported by personalised ads.
This development is a direct consequence of regulatory warnings in the UK. The Information Commissioner’s Office (ICO) has been vocal about its concerns regarding Meta’s data-crunching practices for ad targeting. The watchdog praised the new model, stating it moves Meta toward compliance with UK law by giving users a clear opt-out from being targeted by ads as a condition of service. This follows Meta settling a case with a human rights campaigner over her right to object to data collection.
Across the Channel, regulators have taken a much harder line. The European Commission found Meta’s EU version of the service to be in violation of the Digital Markets Act, legislation aimed at curbing the power of big tech. The EU’s stance is that a truly free alternative should exist which uses less invasive data, such as general location or age, leading to a significant €200m fine for the company.
This split in regulatory approval is significant. According to Gareth Oldale, a partner at UK law firm TLT, the ICO’s supportive position is “pro-business” and reflects the UK government’s agenda to foster the digital economy. It underscores a widening chasm between the UK and the EU on how to balance user privacy with the business models of major technology companies.