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1h ago

Meta Rolls Out UK Ad-Free Subscriptions for Facebook and Instagram

The UK watchdog says the model can comply if consent is freely given, signaling a different stance from EU regulators.

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People walk behind a logo of Meta Platforms company, during a conference in Mumbai, India, September 20, 2023. REUTERS/Francis Mascarenhas/File Photo
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Overview

  • UK users over 18 will begin seeing notifications in the coming weeks offering a choice to pay for no ads or continue with free, personalised ads.
  • Pricing is set at £2.99 per month on the web and £3.99 on iOS or Android for the first account, with additional linked accounts charged £2 on the web or £3 on mobile.
  • A subscription applies across accounts tied in Meta Accounts Center, and the initial notification can be dismissed before a decision is required.
  • Meta says subscribers’ personal data will not be used to show ads, while non‑subscribers retain ad controls such as Ad Preferences and “Why am I seeing this ad?”.
  • The ICO welcomed the move and will monitor the rollout, as Meta contrasts the UK approach with EU actions that fined the company and pushed for less‑personalised free options.