For UK users wondering if the endless stream of ads in their Facebook and Instagram feeds will finally disappear, the answer is no—not unless you are willing to pay Meta a monthly fee. The company’s new policy makes it clear that an ad-free experience is now a premium feature, not a universal change.
The only way to make the ads vanish is to subscribe to the new service, which will cost £2.99 on the web or £3.99 on mobile. This payment will remove all sponsored content from your linked accounts. For the millions of users who do not subscribe, the number and style of ads will remain unchanged.
This decision has the backing of the UK’s Information Commissioner’s Office (ICO). The regulator was not pushing for the end of advertising, but for user choice. It considers the paid subscription a valid way of providing that choice, allowing the ad-supported model to continue for the majority.
This is different from the pressure Meta faces in the EU, where regulators have not only rejected the paid model but have also suggested that the free, ad-supported version needs to be reformed to be less intrusive for everyone.
So, while the headlines may talk of an “ad-free” option, the reality for most UK users will be business as usual. The ads will continue to roll, and the only change is the appearance of a new, paid escape hatch for those who can afford it.