Meta, the company behind Facebook and Instagram, is considering introducing a paid subscription model in the UK. This comes after a legal dispute over personalized advertising practices.
Tanya O’Carroll, a human rights activist, sued Meta in 2022, claiming her personal data was used for targeted marketing without her consent. The UK’s Information Commissioner’s Office (ICO) agreed that O’Carroll should have the right to object under the General Data Protection Regulation (GDPR).
Meta argued that no business is forced to provide free services. Facebook and Instagram offer free services to UK consumers because of targeted advertising. The tech giant already offers an ad-free subscription service in the EU and is now exploring a similar model in the UK.
In Europe, Meta’s ad-free subscription service was launched in November 2023. Users can pay 9.99 euros per month for a web subscription or 12.99 euros for a mobile app subscription. The price increases for multiple accounts, but reports say the response has been limited, with many users opting to stick with the free, ad-supported service.
O’Carroll took legal action against Meta after noticing a change in Facebook’s advertising approach when she was pregnant in 2017. She started seeing ads for baby products and parenting services, even before she had told friends and family about her pregnancy. After the lawsuit, Meta agreed to stop processing O’Carroll’s personal data for direct marketing purposes.
O’Carroll sees this as a victory for everyone in the UK and EU, as it paves the way for using opt-out rights to challenge behavioral advertising. In June 2024, Meta suspended plans to use Facebook and Instagram user data to train AI models, following a request from the ICO. The company resumed its plans in September 2024, with the ICO stating it would continue to monitor the situation and emphasizing that organizations must respect individuals’ rights to object to the use of their personal data for direct marketing purposes.
What’s Next for Meta and Ad-Free Subscriptions?
As Meta considers introducing ad-free subscriptions in the UK, it’s likely that the company will face continued scrutiny over its data protection practices. The ICO’s emphasis on respecting individuals’ rights to object to targeted advertising suggests that Meta will need to be transparent about its data collection and usage practices.
Key Takeaways
* Meta is considering introducing a paid subscription model in the UK after a legal dispute over personalized advertising practices.
* The company already offers an ad-free subscription service in the EU, with prices starting at 9.99 euros per month.
* The UK’s Information Commissioner’s Office (ICO) has emphasized the importance of respecting individuals’ rights to object to targeted advertising.
* Meta’s plans to use Facebook and Instagram user data to train AI models have been met with scrutiny, with the ICO stating it will continue to monitor the situation.
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