LONDON — Meta will let users in the United Kingdom choose whether to pay for a monthly fee instead of seeing personalized ads on its platforms in an overhaul to its advertising model.

Over the coming weeks, Facebook and Instagram users in the U.K. will receive a notification giving them the option to pay £2.99 a month (or £3.99 if done though Apple or Google’s operating systems) for “no ads,” Meta said.

Users who don’t pay will continue to see ads, but will “still be able to control their ads experience” using existing settings, Meta said, adding that while it continues to “believe in an ad-supported internet,” the new offer gives U.K. users more control over their data.

The move follows a successful legal challenge to the tech giant by campaigner Tanya O’Carroll, who argued that Meta’s targeted advertising constitutes “direct marketing” and it must therefore give users the right to object under U.K. law. The U.K.’s data protection watchdog, the Information Commissioner’s Office, backed O’Carroll in the case.

Following the ruling, Meta said it would consider extending a subscription model, which it already offers in the European Union, to the U.K.

Dubbed ‘pay or consent,’ the model has proven controversial among privacy advocates. But the ICO concluded this year that it does not contravene U.K. data protection laws if consent is “freely given,” such as by setting an “appropriate fee.”

An ICO spokesperson said it welcomed Meta’s announcement but would continue to monitor its roll out and the broader impact of ‘pay or consent’ models.

“This moves Meta away from targeting users with ads as part of the standard terms and conditions for using its Facebook and Instagram services, which we’ve been clear is not in line with U.K. law,” they said.

Meta said the decision followed “extensive engagement” with the ICO, including over the cost of U.K. subscriptions, which will be a little over half what the company currently charges in Europe (EU users can pay €5.99 a month for ad-free services).

The ICO’s “constructive approach” differed from the approach of EU regulators, Meta said, adding that they “continue to overreach by requiring us to provide a less personalized ads experience that goes beyond what the law requires, creating a worse experience for users and businesses.”

“In contrast, the U.K.’s more pro-growth and pro-innovation regulatory environment allows for a clearer choice for users, while ensuring our personalized advertising tools can continue to be engines of growth and productivity for companies up and down the country.”