Meta, the parent company of Facebook and Instagram, is considering introducing a paid, ad-free subscription option in the UK. This move follows a similar rollout in the EU and a recent legal settlement where Meta agreed to stop targeting ads at a British woman.
The proposed UK subscription would allow users to avoid tracked data and targeted advertising by paying a fee. Meta already offers ad-free subscriptions in the EU, with prices starting at €5.99 (£5) per month.
A Meta spokesperson confirmed the company is “exploring the option” in the UK and “engaging constructively” with the UK data watchdog, the Information Commissioner’s Office (ICO), following a 2024 consultation. The ICO previously stated it expected Meta to address data protection concerns before launching such a service.
Meta maintains that personalized advertising enables it to offer its platforms for free. Advertising revenue constituted over 96% of Meta’s income in its most recent quarterly financial results.
Other social media platforms like Snapchat, TikTok, and X (formerly Twitter) are also exploring a move to ad-free subscription models for revenue.
This “consent or pay” model, where users either consent to data tracking or pay a subscription, is gaining traction, The Guardian, the Daily Mirror, and the Independent use such a model. Publishers assert it’s a financial necessity, while campaigners argue it’s unfair to users.
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The ICO cautions that “consent or pay” models must comply with UK data protection law, ensuring user consent is “freely given.” An ICO spokesperson highlighted that organizations must prove compliance with data protection standards, demonstrating that users genuinely can give their consent
Since October 2023, EU users of Facebook and Instagram had the option to subscribe and avoid ads. Although it was initially launched at €9.99 a month, Meta reduced prices providing a way for users not willing to pay to see “less personalized” adverts in order to respond to regulatory concerns.
Social media expert Matt Navarra, however, anticipates limited uptake of an ad-free subscription in the UK, mirroring the EU experience. He stated: “Most users would rather pay with their data than part with real cash.”
Navarra suggests Meta’s plans may be a proactive measure against future regulations. He told the BBC “This is Meta building a safety net for a future where data collection gets a lot messier.”
