Top Highlights
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Paid Subscription Launch: Facebook and Instagram users in the UK can soon opt for ad-free experiences via paid subscriptions, costing £3 ($4) per month on the web and £4 ($5) via Meta’s mobile apps.
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Additional Account Pricing: Subscriptions also cover any linked accounts in Meta Accounts Center, with extra fees of £2 ($3) or £3 ($4) for web and mobile, respectively.
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Regulatory Compliance: This move follows the UK’s new “consent or pay” guidance from the Information Commissioner’s Office (ICO), providing users a choice between personalized ads or a subscription.
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EU Context: Meta had previously introduced a similar service in the EU but faced fines for non-compliance with stricter regulations. Meanwhile, digital advertising constituted 97% of Meta’s 2024 revenue.
Meta has announced a new paid subscription option for Facebook and Instagram users in the UK. This move allows users to enjoy ad-free browsing. Starting in the coming weeks, adults can choose to pay £3 ($4) monthly on the web or £4 ($5) through the iOS and Android apps. Notably, the mobile price is higher due to fees charged by Apple and Google.
This subscription will apply to all accounts linked through Meta’s Accounts Center. Users can add more accounts for an additional £2 ($3) on the web or £3 ($4) on mobile. Meanwhile, those who opt out will continue to see ads as usual but can use Ad Preferences to manage which ads they encounter.
Meta’s decision stems from recent regulatory changes. The UK’s Information Commissioner’s Office (ICO) introduced guidelines that give users the choice to either consent to personalized ads or pay to avoid them. Earlier, Meta faced scrutiny in the EU for similar practices. Though it now offers a revised ad-free plan there, the company was fined €200 million for not adhering to stricter regulations.
Meta praised the ICO’s “constructive approach,” emphasizing that personalized ads enhance user experience. In contrast, the company criticized EU regulations for being overly restrictive. As digital advertising represented around 97% of Meta’s revenue in 2024, this new subscription model could significantly impact its business strategy.
Overall, the change presents an interesting option for users in the UK. It addresses privacy concerns while providing freedom from ads. With this initiative, Meta aims to balance regulatory compliance with user satisfaction.
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