New Delhi: Meta has announced that it will be rolling out subscriptions for users in the UK who want to stop seeing ads on Facebook and Instagram. The subscriptions cost £2.99 per month on Web and £3.99 per month on iOS or Android. The subscription options have been introduced following discussions with the Information Commissioner’s Office (ICO) and UK Regulatory Guidance. Users in the UK will receive a notification to subscribe or continue to use the services for free, in which case there will be no changes in the experience. The notification will only be delivered to adults.
The additional cost on smartphones is because of the fees charged by Apple and Google. The same subscription will cover both Facebook and Instagram, and all the accounts that the user chooses to add to the Meta Accounts Centre. For each additional account, there will be an additional fee of £2 per month on web and £3 per month on Android. When a user subscribes, then their personal data will not be used to display ads. Users who choose not to subscribe will be able to use both the platforms with ads, and will be able to set their Ad Preferences to control the types of ads displayed.
Giving users choice in data use
The rollout of subscriptions is a response to regulatory guidance from the ICO, providing users with a clear choice on how their data is used for personalised advertising. Meta has also highlighted that the best experience for people and businesses is through personalised ads, which ensures free access for everyone. Meta has also indicated that every pound spent on advertising on Meta’s platform drives an average of £3.82 in revenues for the companies choosing to advertise. Meta has also clarified that advertisers in the US will be able to continue running personalised advertising campaigns, for those who choose for a free, ad-supported experience.