Meta will soon offer UK users a choice between continuing to use Facebook and Instagram for free with ads or subscribing for an ad-free experience. The subscription will cost £2.99/month on the web and £3.99/month on iOS and Android for the first Meta account, with additional accounts incurring a reduced fee (£2/month on the web or £3/month on mobile). This change follows UK regulatory guidance and engagement with the Information Commissioner’s Office (ICO), aiming to provide users with clear options regarding personalised advertising.
Subscription Details and User Options
- Users over 18 in the UK will be notified about the subscription option, which they can dismiss initially to consider.
- Subscribing removes ads across all Facebook and Instagram accounts linked in Meta Accounts Center.
- Personal data will not be used for ads if a user subscribes.
- Those who do not subscribe will continue to see personalised ads and retain full control over their ad preferences and experience.
- Meta does not sell personal data to advertisers.
Regulatory and Market Context
- The subscription model responds to ICO guidance, offering a choice between personalised advertising and a paid ad-free service.
- The UK’s regulatory environment is described as more pro-growth and pro-innovation compared to the EU, allowing clearer user choice and supporting business growth.
- Meta highlights the economic impact of its advertising technologies in the UK, linked to £65 billion in economic activity and over 357,000 jobs in 2024.
Importance of Personalised Ads
- Meta emphasizes the value of personalised ads for both users and businesses, helping people discover relevant products and enabling businesses to target likely customers effectively.
- Studies cited show that every pound spent on Meta ads generates on average £3.82 in revenue for UK businesses.
- Personalised advertising will continue to be available for those who choose the free, ad-supported service.
This new subscription option aims to balance user choice, regulatory compliance, and the economic benefits of personalised advertising within the UK market.
