Meta, the parent company of Facebook and Instagram, is set to introduce a monthly subscription fee for users in the United Kingdom who want an ad-free experience on its platforms.
This move gives UK users a clear choice about whether their data is used for personalized advertising.
According to the report, EU users are expected to pay a fee starting from €5.99 (£5) a month to see no ads.
But the proposed monthly subscriptions will start from £2.99 a month for UK users.
“It will give people in the UK 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,” Meta said.
However, it was learnt that the UK users may have no option to not pay and see “less personalised” adverts.
Meta had added the feature for EU users after regulators raised concerns.
Recall that the Information Commissioner’s Office, ICO, the UK’s data watchdog, had published guidance for firms about ad-free subscriptions earlier this year.