It may seem counterintuitive, but the UK’s data watchdog is actively championing Meta’s new fee-based subscription service. The Information Commissioner’s Office (ICO) sees the monthly charge of up to £3.99 as the crucial element that brings Meta’s vast advertising operation into compliance with UK law.
The ICO’s logic is rooted in the legal requirement for user choice. For years, the regulator argued that Meta’s model was illegal because users had no choice but to accept ad targeting. The new fee creates that choice: pay to opt out, or continue for free. In the ICO’s view, the existence of this choice is what matters, even if it’s not a free one.
An ICO spokesperson confirmed this, stating the move was welcome because it shifts Meta away from a system where ad targeting is a mandatory part of the terms and conditions. This pragmatic stance prioritises the principle of choice over the principle of free access to privacy.
This championing of a paid solution is a key point of divergence with the EU. European regulators argue that a choice that requires payment is not a free choice at all and have fined Meta €200m as a result.
The ICO’s position reflects its “pro-business” mandate from the UK government. By supporting a commercial solution, the watchdog helps resolve a major legal issue for a key player in the digital economy, cementing the UK’s reputation as a pragmatic place to do business.
