Users of Facebook and Instagram in the United Kingdom will soon have to pay a monthly fee if they wish to access the platforms without adverts.
Meta, the parent company of both platforms, confirmed that notifications about the new subscription model will begin rolling out to UK users in the coming weeks.
According to the BBC, while EU users already pay €5.99 (£5) a month for ad-free access, the proposed subscription in the UK will start at £2.99 a month.
Meta explained that the change is meant to give people “a clear choice about whether their data is used for personalised advertising, while preserving the free access and value that the ads-supported internet creates for people, businesses and platforms.”
However, reports indicate that UK users may not have the option of avoiding payment by choosing to view “less personalised” adverts, unlike their EU counterparts.
The move follows growing regulatory scrutiny. Earlier this year, the UK’s data watchdog, the Information Commissioner’s Office (ICO), issued guidance for companies on offering ad-free subscription models in compliance with privacy concerns.