Meta, the parent company of Facebook and Instagram, is exploring the introduction of a paid subscription model in the UK, allowing users to enjoy an ad-free experience on its social media platforms. This move aligns with recent legal developments, including a settlement where Meta agreed to stop targeting personalized ads at a British woman, following a protracted lawsuit that highlighted significant data protection concerns.
According to reports from the BBC on March 24, 2025, this new subscription model will offer an alternative for users who prefer to avoid targeted advertising and the selling of their personal data. Currently, users in the European Union (EU) have been paying for a similar subscription service since October 2023, starting at €5.99 (£5) per month.
The recent legal case that brought about this discussion involved Tanya O'Carroll, a human rights activist who initiated a $1.5 trillion lawsuit against Meta in 2022. O'Carroll argued that Meta violated UK data regulations by tracking her personal information and serving her tailored advertisements. Following this lawsuit, Meta settled with O'Carroll on March 17, 2025, agreeing to discontinue the use of personalized ads targeted at her.
“This is an individual settlement, but I believe its ramifications extend far beyond me. The key factor is the UK data protection authority, which backed my case and has publicly stated that it will support people in the UK who wish to exercise their right to object to online targeted ads,” O'Carroll said.
Meta has faced extensive backlash over its advertising strategies, particularly as privacy regulations have tightened in both the UK and across the EU. As part of these changes, Meta had launched a no-ad subscription service in the EU to comply with revised regulations, including the General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA). Initially priced at €9.99, the subscription fee was slashed to €5.99 for web users and from €12.99 to €7.99 for those on iOS and Android platforms in November.
Despite establishing the ad-free option in the EU, Meta continues to advocate for personalized ads, arguing they benefit both users and businesses. “Personalized ads are particularly beneficial for small businesses, which make up over 99 percent of businesses in the EU and employ over 100 million people across the region, because they can reach customers most likely to be interested in what they offer in the most cost-effective way,” a spokesperson for Meta stated.
This reliance on advertising revenue is significant—over 96 percent of Meta's earnings reported in their latest quarterly financial results stem from advertisements. This statistic underscores the dilemma many social media platforms face as they navigate the balance between user privacy and revenue generation in an increasingly regulated market.
In addition to Meta's considerations, various digital service providers, including news publishers, have begun implementing a “consent or pay” model, where users must either consent to targeted ads or pay for an ad-free experience. This trend has already been adopted by several UK news outlets, including The Guardian, which began asking readers to subscribe or give consent in March 2025. Proponents argue that it offers consumers greater choice regarding how they interact with online platforms.
However, critics assert that the consent or pay model could infringe on user rights if the consent is not given freely. The Information Commissioner's Office (ICO) in the UK has warned that organizations adopting such a model must ensure compliance with data protection laws to prevent misuse of consumer data.
As Meta prepares to introduce a subscription model in the UK, social media expert Matt Navarra cautions that the uptake may be limited. “Most users would rather pay with their data than part with real cash,” he explained. “This is Meta building a safety net for a future where data collection gets a lot messier. We’re entering the era where people have to choose between money and privacy, and for now, most will keep scrolling for free.”
This anticipated subscription service reflects broader trends across social media platforms not just in the UK but globally. Companies are increasingly compelled to explore alternative monetization strategies as regulatory scrutiny grows. Multiple platforms, including Snapchat, TikTok, and X (previously known as Twitter), have started experimenting with ad-free subscription initiatives to diversify their revenue streams.
Ultimately, as users weigh their options between paying for privacy or allowing data collection in exchange for free services, the outcome of Meta's potential subscription model will be closely watched. The interplay between consumer behavior, regulatory frameworks, and the economics of advertising will continue to shape the future of social media monetization.
