Meta announced Friday that Facebook and Instagram users in the UK will be able to buy ad-free subscriptions, extending a model already in place in Europe, to comply with regulation.

Web users will be charged £2.99 a month and mobile phone users £3.99 a month to be able to doomscroll without seeing ads. If the accounts are linked, users only need to pay one monthly fee. Adverts on both platforms are typically slipped into people’s feeds and flagged as ‘sponsored’.

Meta is bringing its “pay or consent” ad model to the UK after months of wrangling with regulators over the controversial policy. The update will force Instagram and Facebook users to pick between being served up personalized ads or shelling out for monthly subscriptions to ad-free versions.