In a significant move to align with regulatory requirements, Meta has announced that Facebook and Instagram users in the United Kingdom will soon have the option to purchase ad-free subscriptions. This initiative, set to roll out in the coming weeks, mirrors a model already implemented across the European Union. UK users can opt out of personalized ads by paying a monthly fee of £2.99 ($4) via the web or £3.99 through iOS and Android apps. The company emphasized that this subscription model offers users greater control over their ad preferences, aligning with recent UK regulatory guidance. Notably, the UK pricing is more affordable compared to the EU, where ad-free subscriptions start at 5.99 euros ($7) per month. Meta first introduced this ad-free option in the EU in late 2023 to comply with stricter regulations aimed at curbing the influence of big tech companies. Historically, Meta has relied heavily on selling user data to advertisers, a practice that has sparked numerous disputes with regulators over data privacy concerns. Last year, the European data regulator mandated that Meta cannot compel users to pay for data protection, prompting the company to revise its approach. While Meta criticized what it termed as regulatory ‘overreach’ in the EU, it praised the ‘constructive approach’ of the UK’s Information Commissioner’s Office (ICO). The ICO acknowledged that the subscription model would enable Meta to adhere to UK data protection laws.