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Core Viewpoint - Meta is launching an ad-free subscription service for Facebook and Instagram users in the UK, responding to regulatory pressures regarding personalized advertising [1][3]. Pricing Structure - Web users will be charged £2.99 a month, while mobile users will pay £3.99 a month for an ad-free experience. If accounts are linked, only one monthly fee is required [2]. Service Rollout and User Options - The ad-free subscription service will be rolled out in the coming weeks. Users opting not to subscribe will continue to see ads based on their personal data [3]. Regulatory Context - The subscription model is similar to a service offered in the EU, which faced regulatory scrutiny under the digital markets act. The European Commission fined Meta €200 million for not providing a less data-intensive free version of its services [3][4]. Compliance with UK Law - The UK's Information Commissioner's Office (ICO) has welcomed Meta's move, indicating that it aligns better with UK law regarding user data and advertising practices [5].