In one of the clearest examples of post-Brexit policy divergence yet, Britain is charting its own course on big tech regulation by approving Meta’s new ad-free subscription service. The decision by the UK’s data watchdog to endorse the plan stands in stark opposition to the EU’s outright rejection of the same model.
The UK’s new path allows Meta to charge users a monthly fee of up to £3.99 to opt out of personalised ads on Facebook and Instagram. This has been validated by the Information Commissioner’s Office (ICO) as a lawful approach to providing user choice, a key requirement of UK data protection law.
This decision reflects a distinct national strategy. Legal partner Gareth Oldale noted the UK government’s directive for regulators to support economic growth, resulting in a more “pro-business” and commercially-minded regulatory framework than that of its European neighbours.
This path diverges sharply from the one being paved in Brussels. The European Commission fined Meta €200m over the subscription model, citing a breach of the Digital Markets Act and arguing that fundamental rights like privacy cannot be commercialised.
By blessing Meta’s subscription, the UK is actively building a different kind of digital market—one that prioritises flexibility and market-based solutions over the EU’s preference for stringent, rights-based, universal rules. This move is a defining moment in the UK’s journey to establish its own, independent identity in the global tech landscape.
Post-Brexit Britain Charts Its Own Course on Big Tech Regulation
