By Joshua Tosin Ogunsakin 
Meta is considering introducing a subscription model for Facebook users in the United Kingdom, following its decision to stop targeting adverts at a human rights campaigner based on her personal data.
The technology company, which owns Facebook and Instagram, said the platforms remain free for British users due to personalised advertising. However, it confirmed it is now “exploring the option of offering people based in the UK a subscription and will share further information in due course.”
According to Standard.Co.UK, the development comes after Meta agreed to stop using personal data for advertising purposes in the case of Tanya O’Carroll, a campaigner who had filed a lawsuit against Facebook’s data collection practices.
“This is a victory not just for me but for every UK and EU citizen as it paves the way for the right to object to be used to stand up to surveillance-advertising across the web,” she said.
The Information Commissioner’s Office (ICO) supported the campaigner’s position, stating that Meta had been “processing Ms O’Carroll’s personal data for direct marketing purposes.” The ICO added that under the UK General Data Protection Regulation (GDPR), she held “the absolute right to object to such processing.”
In a LinkedIn post, Ms O’Carroll wrote, “In settling my case, Meta has agreed to stop processing my personal data for direct marketing purposes. In non-legalese, that means I will no longer be shown surveillance-ads on Facebook.
“I believe this is a victory not just for me but for every UK and EU citizen as it paves the way for the right to object to be used to stand up to surveillance-advertising across the web.
“I applaud the ICO for their rational and principled application of the law in their intervention in my case and for publicly confirming they will back up other UK citizens who wish to exercise their right to object in the context of online targeted ads.”
Meta said it was “pleased to draw a line under this long-running case” and reaffirmed its commitment to data protection.
A spokesperson said, “We fundamentally disagree with the claims made by Ms O’Carroll, no business can be mandated to give away its services for free.
“We take our UK GDPR obligations seriously and provide robust settings and tools for users to control their data and advertising preferences.
“Facebook and Instagram cost a significant amount of money to build and maintain, and these services are free for British consumers because of personalised advertising.”
The ICO reiterated that individuals have the right to object to their data being used for direct marketing and emphasised that online targeted advertising falls within this category.
An ICO spokesperson said, “People have the right to object to their personal information being used for direct marketing, and we have been clear that online targeted advertising should be considered as direct marketing.
“Organisations must respect people’s choices about how their data is used. This means giving users a clear way to opt out of their data being used in this way.
“If people believe that an organisation is not complying with their request to stop processing their data, they can file a complaint to us. We will continue to engage with Meta on this issue.”