Meta is exploring a subscription model for users in the UK, potentially mirroring its existing European Union offering. This move follows a legal settlement where the tech giant agreed to cease targeting human rights campaigner Tanya O’Carroll with personalized advertisements.
This decision stems from a lawsuit filed by O’Carroll, challenging Facebook’s collection and use of her personal data. The Information Commissioner’s Office (ICO), the UK’s data protection regulator, sided with O’Carroll, stating that Meta was processing her data for direct marketing purposes. Under UK General Data Protection Regulation (GDPR), individuals have “the absolute right to object to such processing.”
The ICO emphasized that organizations must respect users’ choices regarding their data usage. The regulator stated that it would “continue to engage with Meta on this issue.”
O’Carroll celebrated the resolution on LinkedIn, stating, “In settling my case, Meta has agreed to stop processing my personal data for direct marketing purposes. In non-legalese, that means I will no longer be shown surveillance-ads on Facebook.“ She added, “I believe this is a victory not just for me but for every UK and EU citizen as it paves the way for the right to object to be used to stand up to surveillance-advertising across the web.” O’Carroll also commended the ICO for its “rational and principled application of the law.”
A Meta spokesperson expressed the company’s contentment “to draw a line under this long-running case.” The spokesperson added, “We fundamentally disagree with the claims made by Ms O’Carroll, no business can be mandated to give away its services for free. Facebook and Instagram cost a significant amount of money to build and maintain, and these services are free for British consumers because of personalised advertising. Like many internet services, we are exploring the option of offering people based in the UK a subscription and will share further information in due course.”
Meta currently offers an ad-free subscription option to EU-based users.
The ICO reiterated the importance of user choice in data handling, stating that “People have the right to object to their personal information being used for direct marketing, and we have been clear that online targeted advertising should be considered as direct marketing.” The ICO also noted that if users believe their request to stop data processing is not being followed, they have the right to file a complaint with the ICO, underscoring the agency’s commitment to enforcing data protection regulations.
