Meta has indicated that it is considering introducing a consent or pay model in the UK off the back of reaching an agreement to stop targeted ads for a British human rights campaigner who sued them.

Her case alleged that Meta had breached data protection laws on the grounds that they had failed to respect her right to request Facebook stop collecting and processing her data to target her with adverts.

The case highlights the growing pressure on Meta to address user privacy and offer clearer options for opting out of personalised ads. To balance privacy concerns with its revenue needs, Meta is considering a subscription-based model for UK users, which would allow them to opt out of ads without impacting the company’s income, which accounts for 98% of their revenue.

Many trusted editorial brands rely on Meta’s advertising services, and any move towards a broader opt-out or subscription-based model could reduce ad impressions, traffic, and revenue potential. Meta has also suggested that it might offer UK users a paid, ad-free option, similar to a service introduced in the EU following a 2023 European court ruling.

The PPA will continue to monitor these changes closely, engaging with stakeholders to ensure publishers’ interests are safeguarded.

If you have any questions or would like to find out more, contact our Head of Policy and Public Affairs, Eilidh.wilson@ppa.co.uk