Meta has agreed to stop targeting a UK citizen with personalised adverts after reaching a settlement in a landmark privacy case that could have major implications for millions of social media users.
The owner of Facebook and Instagram also revealed it is considering introducing a paid, ad-free version of its platforms for UK users following the legal agreement, which prevented a trial at London’s High Court.
Human rights campaigner Tanya O’Carroll launched the lawsuit against the tech giant in 2022, arguing that Meta had violated UK data laws by refusing to respect her request to stop collecting and processing her personal data for targeted advertising.
Her claim received backing from the UK’s Information Commissioner’s Office, signalling that the case could set a precedent for other users seeking to opt out of surveillance-based ads.
O’Carroll welcomed the settlement, describing it as a victory not just for herself but for anyone concerned about digital privacy.
She pointed out that the UK’s data watchdog had confirmed individuals have the right to reject targeted advertising, making it clear that Meta’s business model faces increasing scrutiny.
She stated that the ICO’s support shows the direction in which things are moving, adding that people want a choice when it comes to surveillance ads, and the right to object gives them exactly that.
Following the settlement, Meta has committed to ceasing the use of O’Carroll’s personal data for advertising purposes.
The ICO reinforced the significance of this decision, stating that organisations must respect people’s preferences regarding how their data is used. The regulator insisted that users should be given a clear and accessible option to opt out of data-driven advertising.
O’Carroll believes the ruling will encourage further legal action from users who wish to reclaim control over their personal data. She argued that people never signed up to be locked into decades of surveillance advertising and that social media should not be held hostage by these practices.
Meta, however, maintains that it fundamentally disagrees with O’Carroll’s claims, insisting that it takes its obligations under UK privacy laws seriously.
The company is now considering rolling out a subscription-based service in the UK, allowing users to pay for an ad-free experience. Currently, advertising generates around 98 percent of Meta’s total revenue.
A company spokesperson confirmed that Meta is exploring the possibility of offering UK users a subscription model and will provide further updates in due course. The ICO has also been reviewing how UK data protection laws apply to such ad-free services.
Commenting on the case, former UK attorney general Dominic Grieve stated that major tech companies should not be above the law.
He stressed that if Meta wants to operate in the UK, it must adhere to the same legal standards as other businesses, respecting people’s privacy rights rather than exploiting them.
Meta has already launched a no-ads paid service in the European Union following a 2023 ruling by the European Court of Justice, which required platforms to offer users an alternative to data-driven advertising.
The UK could soon follow suit, marking a potential shift in how tech giants operate within the country’s digital landscape.
