Your social media feed in the UK is about to undergo a significant change, as Meta introduces a subscription service that will create two distinct versions of Facebook and Instagram: one with ads, and one without. Here’s what you need to know about the upcoming shift.
The core change is the introduction of a choice. You can continue as you are, using the apps for free but seeing personalised ads, or you can subscribe to a new premium plan. This plan will cost £3.99 per month on mobile and £2.99 on the web, and it will remove all advertisements from your linked accounts.
This is happening because UK regulators, led by the Information Commissioner’s Office (ICO), determined that Meta’s old system was unlawful. They insisted that users must have a way to opt out of ad-related data tracking. The subscription is Meta’s answer to that legal requirement, and the ICO has approved it.
It’s crucial to know that this change is occurring against a backdrop of disagreement with the EU. The same plan was deemed illegal by the European Commission, which fined Meta €200m. This means the choice you are getting in the UK is a direct result of its separate regulatory path.
Ultimately, this change puts the power in your hands, but it comes with a price. You will soon have to decide whether you prefer to pay with your money for an ad-free experience, or to continue paying with your attention and data.