But happens if you don't pay?

The scheme recently launched in the UK, but has been applicable to EU users for a while.

Understandably, the move has raised concerns about the moral ethics behind targeted ads.

A Meta spokesperson said: “Meta believes in the value of free services which are supported by personalised ads. However, we continue to explore options to ensure we comply with evolving regulatory requirements.”

Users are being offered the opportunity to pay a subscription fee, starting from €5.99 a month to get an ad-free experience on the social platforms, while in the UK fees start from £2.99.

The £2.99 tier allows users an ad-free experience on the web, while you can also pay £3.99 a month to go without ads on iOS and Android.

But what happens if you don't pay? Well, nothing will change.

If you decide against opting in for the subscription your Meta social accounts will remain exactly the same as targeted ads are already the norm for everybody who is signed up for these platforms.

This does also, however, mean that companies will still be allowed to collect and store your date to market it back to you in the form of purchasable products.