Meta Weighs Paid Subscription for Ad-Free Facebook & Instagram in the UK
Meta, the parent company of Facebook and Instagram, is considering introducing a paid subscription model in the UK that would allow users to enjoy an ad-free experience.
Under this proposal, users who prefer not to have their data tracked for targeted advertising may be given the option to pay for a subscription.
The move follows Meta’s recent legal agreement to stop targeting ads at a British woman after a prolonged legal dispute. The tech giant already offers ad-free subscriptions in the European Union, starting at €5.99 (£5) per month.
A Meta spokesperson confirmed that the company is “exploring the option” of extending the service to the UK, engaging with the country’s data watchdog to ensure compliance with privacy regulations.
Balancing Ads, Privacy, and Revenue
Meta, like many social media platforms, relies heavily on advertising revenue—accounting for over 96% of its latest quarterly earnings. The company argues that personalised ads help keep the platform free for users.
However, concerns over data privacy have intensified in recent years, leading regulators to scrutinise how tech firms handle user information. In January, the UK’s Information Commissioner’s Office (ICO) issued guidance stating that online platforms must offer users a “genuine free choice” regarding how their data is used.
Meta’s potential ad-free subscription follows a growing trend known as the “consent or pay” model, where users must either accept tracking-based ads or pay a fee for an ad-free experience. This model has already been adopted by several UK news publishers, including The Guardian and The Independent.
While Meta claims that offering a subscription aligns with regulatory expectations, privacy advocates argue that charging users for privacy may not comply with UK data protection laws if consent is not truly “freely given.”
Will Users Pay for an Ad-Free Experience?
Meta first introduced ad-free subscriptions in the EU in October 2023, initially charging €9.99 per month before lowering the price to €5.99. The company also offered an alternative where users could still see ads, but with less personalised targeting.
However, social media analyst Matt Navarra believes the uptake in the UK is likely to be minimal, mirroring trends in the EU.
“Most users would rather pay with their data than part with real cash,” he told Multinational News.
Navarra suggests Meta’s move is less about generating revenue from subscriptions and more about preparing for stricter regulations on data collection.
“This is Meta building a safety net for a future where data collection gets a lot messier. We’re entering an era where people have to choose between money and privacy, and for now, most will keep scrolling for free,” he added.