Meta is launching an ad-free subscription option in the U.K. for Facebook and Instagram users who want to access these platforms without getting personalised ads.
The move comes as a response to regulatory guidance from the U.K."s Information Commissioner"s Office (ICO). Meta now provides its users in the U.K. a choice between a free, ad-supported experience or a paid, ad-free subscription.
The ICO"s guidance explicitly seeks to give users a meaningful choice and transparency about how their personal data is used for advertising. Meta praised the ICO"s approach as more innovation-friendly, compared to the EU, where regulators require fewer personalised ads that impact user experience negatively.
We welcome the constructive approach the ICO has taken in our ongoing engagement. This approach and outcome sets the UK apart from the EU, where we have been engaged in similar discussions with regulators. EU regulators continue to overreach by requiring us to provide a less personalised ads experience that goes beyond what the law requires, creating a worse experience for users and businesses.
It is to be noted that Meta"s ad revenue makes up about 97.8% of its income, per its 2023 financial report.
An ad-free paid option allows Meta to preserve its traditional ad-supported model that enables free access for most users, while also complying with the privacy expectations of others. Meta relies heavily on personalised advertising, helping British businesses reach targeted audiences. Every £1 spent on Meta ads generates about £3.82 in revenue for UK advertisers, as per Meta.
In the U.K., Meta will offer a unified subscription covering both Facebook and Instagram accounts rather than a separate subscription, with fees varying by platform and number of accounts added to the Meta Accounts Center.
The subscription for no ads will cost £2.99/month on the web or a higher £3.99/month on iOS and Android due to platform fees for users in the U.K. A reduced, additional fee of £2/month on the web or £3/month on iOS and Android will automatically apply for each additional account listed in a user’s Account Center. The U.K. pricing is relatively low when compared to a similar subscription for the EU, where it is €5.99/month on the web and €7.99/month on iOS and Android.
Meta says that users who opt out of paying will continue to see ads and have tools to manage and understand their ad experience, including controls on ad preferences and "Why am I seeing this ad?" explanations.