What does Meta’s ad-free subscription mean for brands?

The introduction of Meta’s ad-free subscription in the UK will result in a smaller, less targetable audience on Facebook and Instagram for advertising. For brands, this means fewer data signals available for targeting and increased competition for visibility. It’s no longer possible to pay for visibility in users’ feeds; it must be earned through engagement and strong paid media strategies.

TL;DR – Key takeaways for brands

• Meta’s latest “consent or pay” model lets users choose between free, personalised ads or a paid ad-free subscription.
• This change addresses regulatory compliance, responds to growing user privacy demands and introduces a new revenue stream for Meta.
• Targetable audiences and data signals will shrink following this change, reducing the precision of paid media campaigns on Meta.
• Brands need to prioritise strong, memorable creative, diversify paid media strategies across platforms and align campaigns with organic efforts.

What are Meta’s new advertising rules?

Meta’s new advertising rules give users two options: continue using Facebook or Instagram for free with personalised ads, or pay a monthly subscription to use the platforms without ads.

The subscription model applies to users in the EU, EEA, Switzerland and the UK. Originally launched in the EU in 2023, it wasn’t rolled out in the UK until late January 2026, requiring users to choose between subscribing and consenting to personalised ads to continue using their accounts.

How does Meta’s ad-free subscription work?

An ad-free subscription on Meta lets you use Facebook and Instagram without seeing ads across any linked accounts in the same Accounts Centre. It works on both the app and desktop versions, so your experience is ad-free wherever you log in.

Meta also won’t collect or use your information for advertising and marketing purposes while subscribed. You may still see branded content or sponsored posts on your feed shared by creators or brands you follow, but these won’t be targeted ads.

It’s important to know, however, that ad-free subscribers can’t earn money on Meta. While subscribed, users can no longer:

• Run ads or boost posts for your Facebook profile (including Marketplace listings)
• Run ads or boost posts for Instagram accounts
• Run ads for a Facebook Page that is linked to an account with a subscription
• Participate in partnership ads
• Monetise content on your Facebook profile

What happens if you don’t subscribe to Meta?

Using Meta products for free means you’ll continue to see ads across Facebook and Instagram. This also means that Meta will use information from your accounts, such as posts you like, Reels you watch and comments you leave, to show you more relevant ads.

Meta will also use cookies to personalise the ads that appear in your feed, and your interactions with these ads will help tailor features and further your ad experience.

If you choose the free, ad-supported version, Meta will give you the option to withdraw your consent for personalised ads and the use of your information at any time. You can also change your ad preferences to hide ads from certain advertisers if they’re not interesting to you.

How much is a Meta subscription?

An ad-free Meta subscription costs either £2.99 or £3.99 a month. Prices vary depending on whether you sign up on desktop or via the mobile apps. Additional costs may also apply based on how many accounts are linked in the Accounts Centre from which you’ve subscribed.

Why has Meta introduced a subscription model?

Regulatory compliance

Meta has introduced an ad-free subscription model after failing to comply with the EU’s Digital Markets Act (DMA). The DMA requires companies like Meta to obtain user consent before using personal data for advertising, in line with the GDPR. Meta was found non-compliant with these requirements and fined €200m.

By introducing a ‘consent or pay’ model, Meta has taken the steps needed to address its non-compliance and align with UK law and the DMA.

Demand for privacy

There has been a clear shift in the online landscape in demand for privacy-first browsing. When visiting a new website, only 48% of UK adults accept cookies. Meanwhile, 3 in 5 users report using ad blockers, and 49% have used a VPN on their devices.

Meta’s introduction of a ‘consent or pay’ model can be seen as a response to rising data privacy concerns, while also aiming to preserve user choice and control over how personal information is used.

Additional revenue stream

Meta’s subscription model can also be seen as a strategic move to introduce an additional revenue stream for the platform. Many users are already willing to pay for ad-free experiences on platforms such as YouTube, Netflix and Spotify, so why not social media?

At the same time, we’ve seen many brands shifting their paid media strategy away from Meta. Attribution on the platform is often considered limited, making it difficult to accurately track return on ad spend (RoAS) and conversions.

Concerns about technical performance and AI-driven optimisations have also led marketers to question the value of Meta ads. As marketers move to other paid media channels, Meta’s subscription model provides an additional revenue stream that doesn’t rely on ad auctions.

How will Meta’s subscription model change paid media?

We expect Meta’s move toward a subscription model to drive a significant shift in paid media strategies. Achieving large audience reach is no longer a given for brands, as the pool of targetable users is likely to shrink. Some brands and audiences will be more affected than others, as certain demographics are more likely to subscribe.

Even users who don’t subscribe but opt out of personalised ads will make targeting more challenging. As data signals reduce and targeting becomes less precise, campaigns may need to rely on broader signals, such as age, gender and location, rather than behavioural insights, reducing overall precision.

Other key considerations include:

• The same number of brands will be bidding for reduced visibility
• Cost per thousand (CPM) will become higher as competition increases
• Users who subscribe to the ad-free option will be excluded from retargeting lists and lookalike audiences, further limiting reach
• Attribution and measuring results could get even harder

What should brands focus their paid media strategy on now?

Create memorable and consistent ads

In a landscape where numerous brands compete to reach a smaller audience, distinctive creative content is key. Brands should prioritise making their ads memorable, recognisable and consistent. By focusing on consistent assets, such as colours, logos and tone, brands can ensure that when their ads appear, users will easily recognise and remember them.

Diversify your paid media strategy

If your paid media strategy relies solely on Meta ads, it’s time to explore other platforms such as Google, YouTube and TikTok. Expanding to these platforms will help you reach a wider audience and attract new users. As audiences shrink on Meta while advertiser demand stays steady, costs will likely rise. By incorporating additional paid media channels into your marketing strategy, you can stretch your budget further and achieve a better ROAS.

Extend campaigns beyond paid media

Marketing campaigns should go beyond paid media and align with organic efforts. Whatever message, offer or promotion you’re pushing in your ads needs to be consistently communicated across your social media, content, email and website.

Improve ad tracking and measurement

With fewer data signals available, advertisers should implement server-side tracking via Meta’s Conversion API. This allows events to be sent directly from your server to Meta, reducing reliance on cookies and user consent.

Gather first-party data

Use first-party data, such as newsletter sign-ups, loyalty programme members, and existing customer lists, to target on Meta. By uploading this data to the platform, you can create lookalike audiences and more precise targeting segments, reducing reliance on Meta’s Advantage+ targeting.

As Meta shifts towards a subscription and privacy-focused model, there’s a real opportunity for brands to get creative and stay ahead. It’s a great time for brands to rethink their audience approach, try new ad platforms and make the most of their own first-party data to reach the right people and create lasting impressions.