In a major policy shift that sets it apart from the European Union, the United Kingdom has officially greenlit a “pay for privacy” model for social media. The data watchdog’s approval of Meta’s ad-free subscription service signals a new era of market-based data protection in the country.
The new policy in practice means that UK citizens can now pay a fee of up to £3.99 a month to exempt themselves from Meta’s data-driven advertising on Facebook and Instagram. This explicitly frames a higher level of privacy as a premium consumer product.
This shift has been driven by the Information Commissioner’s Office (ICO), which has endorsed the model as a lawful way of providing user choice. This pragmatic decision is seen by legal experts as reflecting the UK government’s “pro-business” agenda and its desire for a more flexible regulatory environment.
This policy is in direct contravention of the established policy in the EU. The European Commission’s €200m fine against Meta for the same model was a clear declaration that “pay for privacy” schemes are not welcome, as they are seen to undermine the fundamental right to privacy.
The UK’s green light is a landmark decision. It formalises a two-tier system for digital privacy and sets a precedent that could see other tech companies adopt similar models, further cementing the UK’s distinct regulatory identity after Brexit.