Following a landmark case on privacy, Meta has announced its plans to introduce an ad-free subscription to users of Facebook and Instagram in the UK.
The US tech giant Meta indicated that in the coming weeks, users in the UK above 18 will be notified that they can subscribe to Facebook and Instagram at a rate of £2.99 a month via web surfing or £3.99 via Apple iOS or Android-based mobile networks and platforms, the first Meta account, to prevent seeing advertisements.
It emphasized that even though the social media services are customized, when a person subscribes, their personal data will not be “will not be used to show them ads”.
According to Meta, the choice was more costly to subscribe on iOS and Android because of the charges that Apple and Google charge through their purchasing policies.
Users will continue to have the option to view personalized advertisements, and Facebook and Instagram will remain free. It follows the recommendation by the Information Commissioner’s Office (ICO), which indicated that it was pleased with the action of Meta.
Meta settled a lawsuit with a lawyer in the UK by agreeing to cease displaying adverts targeting her, based on her personal information, in a court settlement which precluded a trial in a London High Court in March.
A human rights campaigner, Tanya O’Carroll, had sued Facebook over its gathering of personal information. She was backed by the ICO, which had accepted that Metas was “processing Ms O’Carroll’s personal data for direct marketing purposes.”
It further stated that profiling based on such purposes implied that Ms O’Carroll had the “absolute right to object to such processing” by the UK General Data Protection Regulation (GDPR) provisions. The ICO has been working on the matter with Meta since.
Meta said, “We’re making this change in response to recent regulatory guidance from the ICO.”
It further stated that “It will give people in the UK a clear choice about whether their data is used for personalized advertising, while preserving the free access and value that the ad-supported internet creates for people, businesses, and platforms.”
It has also included that its subscription charges are “at a price that is one of the lowest in the market”.
Spokesperson of ICO adds, “We welcome Meta’s decision to ask users for consent to use their personal information to target them with ads.” He said, “This moves Meta away from targeting users with ads as part of the standard terms and conditions for using its Facebook and Instagram services, which we’ve been clear is not in line with UK law.
He states, “People must be given meaningful transparency and choice about how their information is used. At the same time, the ICO recognizes that online platforms, like every business, need to operate commercially.”
ICO claimed that the charges at Meta were “close to half that of EU users”.
It will now keep track of the implementation of the subscription service to “ensure consumers are empowered to make choices and are able to give their consent freely.”
Meta reported that those who decide to purchase the subscription service will continue to see the posts and messages made by businesses, as well as content creators and influencers.
It acclaimed the ICO and its “constructive approach” over the issue, which claimed “sets the UK apart from the European Union.”
“EU regulators continue to overreach by requiring us to provide a less personalized ads experience that goes beyond what the law requires, creating a worse experience for users and businesses,” Meta added.
