Facebook and Instagram are introducing ad-free subscription options for their UK users. This move comes as a response to regulations from the UK’s Information Commissioner’s Office (ICO) and follows a significant privacy case. Users can choose between a monthly subscription of £2.99 via the web or £3.99 through the app, allowing them to browse without advertisements.

The subscription service will be rolled out over the coming weeks. While users can still access the platforms for free, they will encounter ads unless they opt for the paid service. Meta, the parent company of both platforms, has already implemented a similar ad-free option in Europe, priced at £5 a month, but this does not extend to the UK due to Brexit.

Meta's decision to offer an ad-free experience aims to address complaints from users who feel overwhelmed by the number of advertisements in their feeds. The ICO has previously indicated that it expected Meta to consider data protection issues before launching this subscription model. A spokesperson for Meta stated, "This will give people based in the UK the choice between continuing to use Facebook and Instagram for free with personalised ads, or subscribing to stop seeing ads."

In March, Meta reached a legal agreement to stop targeting human rights campaigner Tanya O’Carroll with ads based on her personal data, following her lawsuit against the company. The ICO supported her position, affirming that Meta was improperly processing her personal data for marketing purposes.

Meta has also expressed criticism of the EU's regulatory approach, which mandates a less personalised ad option. The company claims that the UK’s regulatory environment is more conducive to growth and innovation, allowing for clearer choices for users. According to Meta, its advertising technologies contributed £65 billion to the UK economy and supported over 357,000 jobs in 2024 alone.

An ICO spokesperson welcomed Meta's decision to seek user consent for targeted advertising, stating that it aligns with UK law. They emphasised the importance of transparency and choice regarding personal information usage. The ICO noted that Meta's subscription fees are significantly lower than those charged to EU users and will monitor the rollout to ensure consumers can make informed choices.