Meta’s ‘Consent Or Pay’ Model: What It Means for UK Users

Meta has announced plans to introduce an ad-free subscription for Facebook and Instagram users in the UK, following a major privacy case.

The company confirmed that, in the coming weeks, UK users over 18 will begin receiving notifications offering the option to subscribe for £2.99 per month via web browsers, or £3.99 on Apple’s iOS and Android devices, for the first Meta account. Subscribing will remove ads.

Meta emphasised that while its social media platforms remain personalised, when a user subscribes, their personal data “will not be used to show them ads”. The higher price for mobile subscriptions reflects the fees Apple and Google charge through their payment systems.

Users can still choose to use Facebook and Instagram for free with ads. The move comes after the Information Commissioner’s Office (ICO) issued guidance on the issue, welcoming Meta’s decision.

Earlier this year, Meta settled a case brought by human rights campaigner Tanya O’Carroll, who had challenged Facebook’s use of her personal data for targeted advertising. The legal agreement prevented a High Court trial.

The ICO supported O’Carroll’s position at the time, stating Meta was “processing Ms O’Carroll’s personal data for direct marketing purposes”. It added that profiling for those purposes meant O’Carroll had the “absolute right to object to such processing” under UK GDPR.

Since then, the regulator has been working with Meta on the matter.

Meta explained: “We’re making this change in response to recent regulatory guidance from the ICO.

“It will give people in the UK a clear choice about whether their data is used for personalised advertising, while preserving the free access and value that the ads-supported internet creates for people, businesses and platforms.” The company added that the ad-free subscription was offered “at a price that is one of the lowest in the market”.

An ICO spokesperson said: “We welcome Meta’s decision to ask users for consent to use their personal information to target them with ads.

“This moves Meta away from targeting users with ads as part of the standard terms and conditions for using its Facebook and Instagram services, which we’ve been clear is not in line with UK law.

“People must be given meaningful transparency and choice about how their information is used.

“At the same time, the ICO recognises that online platforms, like every business, need to operate commercially.” The ICO also noted Meta’s UK subscription cost is “close to half that of EU users”.

The regulator confirmed it will monitor the rollout to “ensure consumers are empowered to make choices and are able to give their consent freely”.