Meta, the parent company of Facebook and Instagram, has agreed to stop targeting a UK citizen with personalized ads as part of a legal settlement in a landmark privacy case. This case, which avoided a trial in London’s high court, could have significant implications for millions of social media users.
As part of the agreement, Meta is also considering introducing a paid, ad-free version of its platforms for UK users. The lawsuit was initiated in 2022 by human rights activist Tanya O’Carroll, who accused the $1.5 trillion (£1.2 trillion) company of violating UK data laws by refusing to honor her request to stop collecting and processing her data for targeted advertising. Her case was supported by the UK’s data watchdog, the Information Commissioner’s Office (ICO), highlighting its potential impact on broader digital privacy rights.
O’Carroll described the settlement as a personal victory with far-reaching consequences. She emphasized that the ICO’s backing signaled a shift in regulatory pressure on Meta’s advertising model, reinforcing that users have the right to reject surveillance-based ads. “This settlement is not just about me,” she said. “It’s a sign that people want the ability to opt out of targeted advertising, and the law supports that right.”
The ICO reaffirmed that individuals should have a clear option to refuse their data being used for marketing purposes. “Organizations must respect people’s choices about how their data is used,” the regulator stated. The ICO’s stance, made clear in a submission to the high court, could encourage similar legal challenges in the future.
While Meta maintains that it “fundamentally” disagrees with O’Carroll’s claims, it insists that it complies with UK data protection laws, including GDPR. However, it confirmed that it is exploring a subscription-based model in the UK, allowing users to pay for an ad-free experience. Advertising currently contributes to around 98% of Meta’s revenue.
The ICO has previously indicated that UK data protection laws would play a key role in determining the legality of ad-free subscriptions. Meanwhile, former UK attorney general Dominic Grieve stressed that major tech firms should not be exempt from legal accountability. “If companies like Meta want to operate in the UK, they must adhere to the same legal standards as everyone else and respect privacy rights,” he stated.
Meta already provides an ad-free paid option in the EU following a 2023 ruling by the European Court of Justice. The outcome of this UK case could further shape how social media platforms handle user data and privacy rights going forward.
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