United Kingdom: Information Commissioner's Office statement on changes to Meta's advertising model

On 26 September 2025, the Information Commissioner’s Office (ICO) welcomed Meta’s changes to its advertising model in the United Kingdom (UK). It was stated that Meta will ask users for consent before using their personal data for targeted advertisements (ads). Users can either consent to personalised ads or pay a monthly subscription for an ad-free service, under a ‘consent or pay’ model. The subscription price for UK users has been set at about half that of European Union's users. The ICO expects Meta to monitor user choices and ensure ongoing compliance with UK law. It will continue to oversee the rollout and the impact of consent or pay models on consumer choice.