Users of Facebook and Instagram in the United Kingdom will soon begin paying a monthly subscription fee for an ad-free experience, Meta has confirmed.

According to the BBC, the tech giant said it would start notifying UK users about the development in the coming weeks. The new subscription model will allow users to access both platforms without targeted advertising.

While EU users are expected to pay €5.99 (£5) per month for the ad-free option, the subscription for UK users will start at £2.99 a month.

In a statement, Meta explained:

“It will give people in the UK a clear choice about whether their data is used for personalised advertising, while preserving the free access and value that the ads-supported internet creates for people, businesses, and platforms.”

However, reports indicate that UK users may not have the option to simply opt for “less personalised” adverts if they decline the subscription.

The move comes after Meta introduced a similar feature for EU users, following concerns raised by European regulators about data protection and advertising practices.

Earlier this year, the UK’s Information Commissioner’s Office (ICO) also issued guidance for companies on providing ad-free subscriptions to give users more control over their data.