Instagram ‘Pay or Consent’ Ads Hit UK: Fees & Choices

Meta is bringing its controversial “pay or consent” ad model to the UK, forcing Instagram and Facebook users to either pay for ad-free access or accept personalized ads.

Starting this month, UK users will be presented with two choices:

• Subscribe to go ad-free: £2.99/month ($4) via the web, or £3.99/month ($5.33) on iOS/Android due to app store fees. Additional accounts cost £2–£3 each.
• Consent to personalized ads: continue using Instagram and Facebook for free, but allow Meta to use personal data for targeted advertising.

The move mirrors Meta’s earlier rollout in the EU, where regulators rejected the binary model for being unfair to users. In the EU, pricing was significantly higher, starting at €9.99 ($11.67) per month on the web and €12.99 ($15.17) through app stores.

Critics argue that Meta’s approach undermines digital privacy rights, forcing users to either pay for protection or give up more personal data. Meta, however, insists the new model ensures compliance with UK data protection law while offering users a “clear choice.”

With rising concern over ad-tracking practices, the debate over Meta’s pay-or-consent model could set a precedent for how social media platforms monetize users in the UK and beyond.

❓ FAQ Section

Q1: What is Instagram’s ‘pay or consent’ ad model?
It’s a system where users either pay for an ad-free subscription or consent to personalized ads.

Q2: How much does Instagram’s subscription cost in the UK?
£2.99/month on web, £3.99/month on iOS/Android. Each extra account adds £2–£3.

Q3: Why is Meta charging more on iOS and Android?
Because Apple and Google take a percentage fee from in-app subscriptions.

Q4: Did regulators approve this in Europe?
No. EU regulators rejected the model for being unfair, but Meta is now testing it in the UK.

Q5: Does this mean Instagram is no longer free?
It’s still free if you agree to personalized ads. To avoid ads, you must subscribe.