Meta will soon introduce a Subscription for no ads option in the UK for Facebook and Instagram users, following guidance from the Information Commissioner’s Office. Adults over 18 will be notified that they can either continue using the platforms for free with personalised ads or subscribe to remove ads. The subscription costs £2.99/month on the web or £3.99/month on iOS/Android for the first account, with discounted rates for additional accounts . Prices differ due to Apple and Google’s in-app purchase fees.
Subscribers’ personal data will not be used for advertising, while non-subscribers will continue seeing ads but can still manage their ad experience through Meta’s Ad Preferences and transparency tools.
Meta emphasizes that this change provides users with a clear choice while preserving the benefits of a free, ad-supported model. The UK’s regulatory approach contrasts with the EU, where stricter rules limit personalisation. Meta highlights that in 2024 its advertising technologies contributed £65 billion in economic activity and supported 357,000 UK jobs.
The company maintains that personalised ads remain the best experience for users and businesses, helping people discover relevant products while boosting revenues for UK companies.
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