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Meta to Roll Out Ad-Free Facebook and Instagram Subscriptions in the UK

The plan follows ICO guidance after a legal case on targeted ads, signaling a UK path distinct from EU rules.

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

  • In the coming weeks, UK users will be offered a choice to keep free, personalised ads or pay for an ad‑free experience on Facebook and Instagram.
  • 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 costing £2 on the web or £3 on mobile.
  • Subscribers’ personal data will not be used to show them ads, while non‑subscribers will retain access to ad‑control tools such as Ad Preferences and “Why am I seeing this ad?”.
  • Notifications will go to users aged 18 and over and will be dismissible at first, and a subscription decision will apply across accounts connected in Meta Accounts Center.
  • The ICO welcomed the move and will monitor for freely given consent, as Meta highlights UK–EU regulatory divergence and notes higher mobile prices reflect Apple and Google app‑store fees.