Facebook without adverts? It sounds almost as strange as a pub without beer, yet that is precisely the choice Meta is preparing to place before British users.
In response to growing scrutiny from regulators, Mark Zuckerberg’s company will soon offer UK residents the option of browsing Facebook and Instagram free from adverts – provided they are willing to pay a monthly fee of up to £3.99.
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The Subscription Model
The new system, to be rolled out in the coming weeks, will give users a straightforward choice. Those on desktop or laptop computers will be able to subscribe for £2.99 per month, while those using mobile apps will be asked to pay £3.99. Anyone who links their Facebook and Instagram accounts will only need to pay once.
Meta’s justification is that people should have genuine control over how their data is used. Either you continue with the free service, accepting that your browsing data feeds into the company’s targeted advertising machine, or you take the plunge and pay to avoid adverts altogether.
| Platform | Advert-free price | Notes |
|---|---|---|
| Web (desktop/laptop) | £2.99 per month | Covers Facebook & Instagram if linked |
| Mobile (app) | £3.99 per month | Single subscription also covers both accounts |
A European Backdrop
This is not Meta’s first experiment with ad-free subscriptions. A similar offering was launched across the European Union, although it quickly became embroiled in controversy. The European Commission ruled that the service breached the Digital Markets Act, legislation designed to curb the power of technology giants.
Earlier this year, the Commission fined Meta €200m, insisting the company should have offered a “free” alternative that used less intrusive data, such as age, gender and location, rather than highly detailed behavioural tracking.
The UK, now outside the EU regulatory framework, is not bound by Brussels’ judgement, but regulators here have made their views plain.
The ICO’s Stance
The Information Commissioner’s Office (ICO), the UK’s data watchdog, has broadly welcomed the move. A spokesperson explained: “This moves Meta away from targeting users with ads as part of the standard terms and conditions for using its services, which we have been clear is not in line with UK law.”
Earlier in the year, the ICO had stated that internet users must be allowed an “opt out” from highly personalised advertising. The issue came to a head after Meta settled a court case with a UK citizen who challenged the legality of targeted adverts.
What It Means for Users
For everyday users, the decision will rest on a balance between convenience, privacy and cost. On the one hand, £3.99 a month is hardly eye-watering; it is less than the price of a pint in many London pubs. On the other, British internet users are accustomed to “free” online services. The psychological barrier of paying even a few pounds for what has always been free may prove significant.
A further complication is that the subscription does not make Facebook or Instagram truly private. While adverts may disappear, Meta will still collect data for service improvement, security and other purposes. The distinction lies only in whether your personal details are used to fuel advertising profiles.
Wider Implications
There are broader questions at play too. If subscription models take hold, will users begin to expect a choice between paying for privacy or handing over data? Could this spread to other online platforms such as search engines, shopping sites or streaming services?
For Meta, the financial stakes are high. Advertising remains its primary revenue source, generating billions each year. If even a small percentage of British users opt for ad-free subscriptions, it could alter the company’s commercial model and, just as importantly, reshape the public debate around online privacy.
Fact Check
Some reports have suggested that the ICO “ordered” Meta to introduce a subscription service. This is not accurate. While the ICO has pressured companies to provide meaningful opt-outs from data-driven advertising, the decision to introduce a paid, advert-free option is Meta’s own initiative. The ICO has welcomed the move, but it was not imposed by regulators. Official details can be found on the ICO’s website and Meta’s own press releases.
Meta’s new subscription option may seem like a small adjustment, yet it touches on one of the central questions of the digital age: do we want to pay with money, or with our personal data? The answer will vary from person to person, but for the first time in the UK, Facebook and Instagram users will genuinely have the choice.
FAQs:
When will the advert-free subscription become available in the UK?
Meta has confirmed it will be rolled out in the coming weeks, although no fixed date has been given.
Will adverts disappear completely if I subscribe?
Yes, but only adverts. Meta will still collect data for technical and security reasons.
Do I need to pay twice if I use both Facebook and Instagram?
No. If your accounts are linked, one subscription covers both platforms.
