The only way to stop ads on Instagram completely is Meta's paid subscription for no ads, and Instagram says it's only available in the European Region and the United Kingdom. Everywhere else you can't switch ads off, but you can see fewer ads about topics you don't want and hide ads you dislike.
If you're in the EU, the price depends on where you subscribe: as of October 2026, Instagram lists €5.99 a month on Facebook.com or Instagram.com, and €7.99 a month if you subscribe in the app through the Apple App Store or Google Play.
Below are the real options, the exact steps for each, and what the subscription does and doesn't remove. Everything comes from Instagram's Help Center, read in October 2026.
Your options at a glance
| Option | Who can use it | What it does |
|---|---|---|
| Subscription for no ads | People in the European Region and the UK | Removes ads from Facebook, Instagram, Threads and WhatsApp accounts in the same Accounts Center |
| Ad topics: See less | Everyone | Fewer ads about topics you choose; advertisers can't target you on that interest |
| Less-personalized ads | People who use Meta's products free with ads, where offered | Ads less related to your interests, with possible ad breaks |
| Hide an ad | Everyone | Removes that ad and tells Instagram you're not interested |
Option 1: the subscription for no ads (EU and UK)
Meta asks people in these regions to choose: use its products free of charge with ads, or subscribe to use them without ads. That choice applies to all your accounts in the same Accounts Center.
When you subscribe, Instagram says:
- You won't see ads on Facebook, Instagram, Threads and WhatsApp accounts in the same Accounts Center.
- Your information won't be used for ads while you're subscribed.
- You'll stop seeing ads within 24 hours or after restarting your app.
- You may still see posts, messages and other branded content from businesses and creators, for example if you follow a brand or creator.
- Your own ability to advertise and earn from ads will be limited.
What it costs in the EU, as of October 2026
| Where you subscribe | First account | Each additional account in the same Accounts Center |
|---|---|---|
| Facebook.com or Instagram.com | €5.99 per month | €4 per month |
| In the app via Apple App Store or Google Play | €7.99 per month | €5 per month |
Instagram notes that prices may vary slightly by location because of currency exchange and local taxes, and that people outside the euro area pay the price in their local currency. You're only charged for accounts on services where Meta shows ads. If you move between the EU and the UK, your price stays the same until you cancel and re-subscribe at the new region's price.
My tip: if you want it, subscribe on the website. The in-app price is higher for exactly the same thing.
How to cancel the subscription
Payments are monthly, and you need to cancel at least 24 hours before your next payment date. Two traps from Instagram's help page:
- If you signed up on an iPhone, you have to cancel from an Apple device, and the same goes for Android. That's an Apple and Google policy, not Meta's choice.
- If you cancelled in your Apple or Google settings first, you still need to finish the cancellation in Ad preferences.
Option 2: see less of certain ad topics
- Go to your profile and tap Menu.
- Tap Meta Account (or Accounts Center), then Ad preferences.
- Tap Customize ads, then See all next to Ad topics.
- Tap a topic you want fewer ads about and choose See less.
Instagram gives alcohol, parenting, pets and social issues, elections or politics as examples. Choosing See less means you won't get as many ads on that topic and advertisers can't target you on an interest in it, though Instagram admits you may still see some. Your choices apply across Facebook and Instagram if the profiles are linked.
Option 3: switch to less-personalized ads
If you use Meta's products free with ads, Instagram lets you choose personalized or less-personalized ads under Ad preferences, then Ad experience. Less-personalized ads use less of your information, such as your age, gender, location, device and what you're viewing right then. The trade-off Instagram spells out: the ads are less related to your interests, and your browsing may be paused by ad breaks. Instagram doesn't describe it as a way to see fewer ads, so don't expect that.
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Why you keep seeing the ads you do
Instagram lists the signals it uses: who you follow and the posts you like, ads you've clicked, what you search for, your profile details, your primary location, and activity that businesses share about you visiting their websites, apps or shops. You can turn off that last one in your Activity from other businesses setting, and you can hide any ad or review why you're seeing it.
My verdict
Outside the EU and UK, accept that ads are part of the deal and use the settings to make them more bearable. Inside it, the website subscription is the cleanest fix. If you run ads yourself, this is useful from the other side too: the targeting Instagram describes is what you're buying, as my guide to Instagram ad interests explains, and what Instagram ads cost covers the advertiser view.
Frequently asked questions
Can you turn off ads on Instagram?
Only with Meta's subscription for no ads, which Instagram says is available in the European Region and the United Kingdom. Elsewhere you can see fewer ads about chosen topics and hide individual ads, but not switch them off.
How much is Instagram without ads?
As of October 2026, Instagram lists the EU price as €5.99 per month on Facebook.com or Instagram.com, or €7.99 per month in the app through Apple or Google, plus a smaller monthly charge for each additional account in the same Accounts Center.
Does the no-ads subscription remove branded content from creators?
No. Instagram says you may still see posts, messages and other branded content from businesses and creators, for example if you follow a brand or creator.
How long until ads disappear after subscribing?
Instagram says you'll stop seeing ads within 24 hours or after restarting your app.
How do I see fewer ads about a topic on Instagram?
Go to Menu, Meta Account or Accounts Center, Ad preferences, Customize ads, then See all next to Ad topics. Tap the topic and choose See less.
