Facebook and Instagram to offer no‑ads option in the UK
Meta is rolling out a paid “no-ads” subscription in the UK. Prices start at £2.99/month on the web or £3.99 on mobile, with discounts for extra accounts. Free users still see ads, but subscribers’ data won’t be used for targeting.
Meta says UK users aged 18+ will start seeing a notice offering the choice between free, personalised ads or a paid version without ads. The prompt will be dismissible at first, giving existing users time to consider before a decision is required.
Pricing differs by platform because of Apple and Google in‑app fees. Regardless of where you subscribe, the decision applies across all Facebook and Instagram profiles you’ve linked in Meta Accounts Center. Additional profiles in the same Accounts Center attract a reduced add‑on: £2/month on the web or £3/month on iOS/Android.
For people who don’t subscribe, Meta says nothing changes: you’ll still see ads and can manage your experience with existing tools such as Ad Preferences, the “Why am I seeing this ad?” explainer, and controls over data used for ads (e.g., Activity Information from Ad Partners). The company reiterates that it does not sell personal data to advertisers.
Meta frames the move as a response to recent guidance from the UK Information Commissioner’s Office (ICO) on consent and pay models. “We want to give people a clear choice,” the company said, adding that the UK’s more pro‑growth, pro‑innovation environment allows for a cleaner model than in the EU. Meta contrasts the UK approach with Europe, where it argues regulators have pushed for less‑personalised ads experiences that go beyond what the law requires.
The company also pitches subscriptions as a common alternative to ads across media – from news to music and gaming – and says its UK pricing is among the lowest for similar no‑ads offerings. At the same time, Meta maintains that a free, ad‑supported internet delivers broad value and supports small businesses.
As part of that case, the firm points to its 2024 impact figures for the UK: £65 billion in economic activity and over 357,000 jobs linked to Meta’s advertising technologies, and a reported average return of £3.82 in revenue for each £1 spent on ads. UK advertisers will still be able to run personalised campaigns to reach users who choose the free option, Meta said.
Rollout begins “over the coming weeks.” Meta will notify eligible users first, then require a choice between the ad‑supported and subscription experiences. Personal data from subscribers, the company says, will not be used to show ads while their subscription is active.
