Facebook and Instagram owner Meta is considering introducing paid subscriptions in the UK, following a legal challenge to its personalised advertising practices. The move comes after human rights activist Tanya O’Carroll filed a lawsuit against Facebook in 2022, claiming her personal data was being used for targeted marketing without her consent. The UK’s Information Commissioner’s […]
Facebook and Instagram owner Meta is considering introducing paid subscriptions in the UK, following a legal challenge to its personalised advertising practices.
The move comes after human rights activist Tanya O’Carroll filed a lawsuit against Facebook in 2022, claiming her personal data was being used for targeted marketing without her consent.
The UK’s Information Commissioner’s Office (ICO) agreed that O’Carroll should have the right to object under General Data Protection Regulation (GDPR).
Meta, however, disputed O’Carroll’s claims, stating: “No business can be forced to give away its services for free. Facebook and Instagram are free for British consumers because of personalised advertising.”
The tech giant already offers an ad-free subscription service in the EU and is now considering a similar model in the UK.
Meta stated: “Like many internet services, we are exploring the option of offering people based in the UK a subscription and will share further information in due course.”
In the EU, Meta’s ad-free subscription model was introduced in November 2023. Users can pay €9.99 per month for a web subscription or €12.99 for mobile, with the price increasing for multiple accounts. Reports indicate that uptake has been limited, with many users opting to continue using the free, ad-supported service.
Why did Tanya O’Carroll take legal action against Meta?
O’Carroll said she became aware of Facebook’s targeted advertising practices when she was pregnant in 2017. “The adverts suddenly started changing within weeks to lots of baby photos and other things – ads about babies, pregnancy, and motherhood,” she recalled. “I just found it unnerving – this was before I’d even told people in my private life.”
Following her legal action, O’Carroll said Meta agreed to stop processing her personal data for direct marketing purposes.
“In non-legalese, that means I will no longer be shown surveillance ads on Facebook,” she explained. “This is a victory for everyone in the UK and EU as it paves the way for the right to object being used to challenge surveillance advertising.”
In June 2024, Meta paused plans to use Facebook and Instagram user data to train generative AI models following a request from the ICO. After adjusting its approach to simplify objection processes and provide users with a longer timeframe to opt out, Meta resumed its plans in September 2024. The ICO stated it would continue to monitor the situation.
The ICO emphasised that “people have the right to object to their personal information being used for direct marketing,” stressing that organisations must respect such preferences.
