Meta has pledged to cease targeted ads for a UK resident after agreeing to a historic privacy settlement that could have major repercussions for millions of social media users worldwide.

The owner of Facebook and Instagram, Mark Zuckerberg’s Meta, also confirmed that it is mulling the launch of a paid, ad-free version of its platforms for UK users. This comes after a legal settlement that prevented a trial in London’s High Court.

The case was brought by human rights activist Tanya O’Carroll, who sued the $1.5 trillion firm in 2022. O’Carroll said Meta had breached UK data protection regulations by persisting in storing and processing her personal data in order to show her targeted advertisements. Her claim was backed by the UK data regulator, the Information Commissioner’s Office (ICO), making further the legal claim that this case would set precedent for UK consumers of online platforms.

O’Carroll took action due to increasing worries regarding social media behemoths collecting personal information. She stated, “The support of the Information Commissioner’s Office means the writing is on the wall for Meta and their advertising-based business model.” O’Carroll continued, “This is an individual settlement, but I believe its impact reaches far beyond just my case.”. The turning point is the support of the UK data watchdog, which has publicly stated it will help UK users who want to exclude themselves from targeted online advertising. That right to object will be the cornerstone in the future.

The case, which was resolved on Friday, is a major win for O’Carroll. Meta has agreed to refrain from using her data for targeted adverts. The ICO, which upheld O’Carroll’s claim, said that consumers are entitled to prevent their personal data from being used for direct marketing. The regulator highlighted that businesses need to provide users with an easy method of opting out of data-based advertisements. In a statement, the ICO underlined that companies need to be mindful of users’ decisions about how their data is treated.

This resolution is more than a victory for me; it’s a victory for all of us who care about their basic right to privacy,” O’Carroll announced. “None of us subscribed to a life of surveillance marketing. We shouldn’t be threatened with losing our capacity to remain connected with the people we love.

Meta contradicted O’Carroll’s assertions in its response, stating that it seriously considers its duties under UK privacy legislation, such as the General Data Protection Regulation (GDPR). Nevertheless, Meta stated that it is mulling over the implementation of an ad-free paid subscription service in the UK. Advertising presently contributes about 98% towards Meta’s revenue.

We are looking at the feasibility of providing a subscription service to UK users, and we will give more information in the near future,” said a Meta spokesperson. The company is also facing an investigation by the ICO, which is considering how UK data protection legislation would be applied to such a subscription service.

Former UK Attorney General Dominic Grieve weighed in on the case, noting that big tech should not be immune from the law. “If businesses like Meta wish to carry on in the UK, then they must operate under the same legal framework as any other firm. They have to uphold the privacy rights of individuals, rather than profiting from them,” Grieve told the BBC.

Surprisingly, Meta is already offering an ad-free product in the European Union, in accordance with a 2023 ruling by the European Court of Justice. This ad-free service, which costs €7.99 (approximately £6.73) a month, was launched to adhere to more stringent EU data protection laws.

O’Carroll’s case and the possible changes Meta is weighing up may have significant implications for how social media sites handle user information and privacy. As data protection concerns continue to escalate, businesses like Meta may need to rethink their advertising models. The prospect of providing a paid ad-free alternative may become more attractive to users who value privacy and do not want intrusive targeted advertisements.

This settlement highlights the growing influence of privacy activists and regulatory agencies, who are beginning to redefine how big companies treat personal information. O’Carroll’s win may be the start of a major change in the online advertising business, leading to a future where users have greater control over what happens to their data.