Meta’s £3.99 Fee: A Solution to UK Data Privacy Concerns?

Meta believes it has found a solution to its data privacy woes in the UK with a new £3.99-a-month subscription service that removes ads from Facebook and Instagram. This “pay for privacy” model is the company’s answer to regulatory demands for more user control, but it raises the question of whether privacy should be a premium feature.
The service, which will be rolled out soon, gives UK users a binary choice: continue with the free service and its accompanying targeted ads, or pay a monthly fee for an ad-free feed. The cost is set at £3.99 for mobile and £2.99 for web, with a single subscription covering linked accounts. Meta is framing this as giving users a clear choice over their experience and data.
The UK’s data regulator, the Information Commissioner’s Office (ICO), agrees that this is a valid solution. The ICO welcomed the move, stating it brings Meta more in line with UK law by providing a tangible way for users to opt out of ad-related data processing. This approval comes after years of scrutiny and a legal settlement that affirmed a UK citizen’s right to object to such processing.
However, this solution has been categorically rejected by the European Union. Regulators there fined Meta €200m over a similar plan, arguing that it violates the Digital Markets Act. The European Commission’s view is that making users pay to protect their data is coercive, and the company should instead offer a free version that is simply less invasive by default.
This deepens the debate over how to regulate big tech. The UK’s acceptance of a commercial solution showcases a pragmatic, market-oriented approach. In contrast, the EU’s rejection highlights a belief that privacy is a fundamental right that should not be monetised. For UK users, the solution to data privacy concerns is now available, but it comes with a monthly bill.