Meta, the owner of Facebook and Instagram, is set to launch a paid subscription service in the UK that would remove ads from its platforms, marking a significant shift in the social media landscape.
Meta, the owner of Facebook and Instagram, is considering launching a paid subscription service in the UK that would remove ads from its platforms. The company claims that personalised advertising allows its platforms to be free at the point of access.
The Benefits of Personalised Advertising
Social media platforms like Meta heavily rely on ad revenues to remain profitable. However, critics argue that this model can compromise users’ privacy and data protection. On the other hand, proponents of personalised advertising say it provides a more relevant and engaging user experience.
Personalized advertising uses data and analytics to create tailored ads for individual users.
This approach increases ad relevance, engagement, and conversion rates.
According to a study, personalized ads can increase sales by up to 15%.
Advertisers use techniques like segmentation, targeting, and retargeting to deliver relevant content.
This method also raises concerns about user privacy and data protection.
The ‘Consent or Pay’ Model
A growing trend in online services is the ‘consent or pay’ model, where users are asked to either pay for an ad-free experience or consent to being tracked while using the platform. This model has been adopted by several news publishers in the UK, including The Guardian and the Daily Mirror.
The 'consent or pay' model is a data protection approach that requires individuals to give explicit consent or pay for services without having their personal data shared.
This model prioritizes user control and transparency, allowing individuals to decide how their data is used.
The European Union's General Data Protection Regulation (GDPR) introduced this concept, emphasizing the importance of informed consent in data processing.
In practice, companies must obtain clear and specific consent from users before collecting or sharing their data.
Meta’s Plans and Regulatory Concerns
Meta already offers ad-free subscriptions for Facebook and Instagram users in the EU, starting from €5.99 (£5) a month. However, critics argue that this model may not be viable in the UK due to regulatory concerns. The Information Commissioner’s Office (ICO) has stated that organisations must demonstrate compliance with UK data protection law if they adopt a ‘consent or pay’ model.
Launched in 2010 by Kevin Systrom and Mike Krieger, Instagram has grown into a global social media platform with over 1 billion active users.
Initially focused on photo-sharing, the app expanded to include features like Stories, Reels, and IGTV.
Instagram is owned by Meta Platforms, Inc.
and has become a major advertising platform for businesses.
The app's algorithm-driven feed prioritizes content from accounts users interact with most.
User Uptake and Expert Opinions
Social media expert Matt Navarra believes that an ad-free subscription would see limited uptake in the UK, citing user preference for free services over paid ones. However, Navarra also suggests that Meta’s plans may be an attempt to future-proof against further regulation by offering a choice.
The Future of Online Services
As online services continue to evolve, it is likely that we will see more emphasis on balancing profits with users’ privacy and data protection concerns. The ‘consent or pay’ model has already gained traction in the UK, but its long-term viability remains uncertain.
