The UK’s data watchdog has officially endorsed Meta’s new plan to charge users for an ad-free experience on Facebook and Instagram, a decision that places it at odds with its European Union counterparts. This approval from the Information Commissioner’s Office (ICO) marks a pivotal moment in the UK’s post-Brexit regulatory journey, signalling a more business-friendly approach to big tech.
Meta’s new model, developed in response to ICO warnings, allows users to subscribe to eliminate ads. The cost will be £2.99 a month on the web and £3.99 a month on mobile, with a single fee covering linked accounts. Users who decline the subscription will continue to see personalised ads. The ICO stated this gives users a genuine choice and aligns with UK law by providing an opt-out from data processing for ads.
The regulator’s backing comes after a period of intense scrutiny, including a legal battle with human rights campaigner Tanya O’Carroll. Meta settled the case and agreed to stop targeting her with ads, a move that prompted the company to explore the subscription model more broadly as a way to comply with UK data protection principles.
This supportive stance from the UK regulator is in direct contrast to the EU’s position. The European Commission has already ruled that Meta’s subscription service breaches the Digital Markets Act. It fined the company €200m, arguing that privacy should not be a premium product and that Meta must offer a free alternative that uses less personal data for ads, such as gender and age, rather than detailed behavioural tracking.
This divergence is not accidental, according to legal experts. Gareth Oldale of law firm TLT described the ICO’s position as “pro-business” and indicative of a UK government strategy to foster digital economic development. The decision widens the regulatory gap between the UK and the EU, creating a unique environment in which Meta can operate in Great Britain.