The language in the EU or UK agreement must be a lot different than the US agreement. When this was announced last month, I never saw the new subscriber agreement and have not seen ads outside of live TV. Our subscriber agreement was updated yesterday, and says:

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k. Service Tiers With or Without Ads. We offer different Service Tiers, some with advertisements and some predominantly without. Service Tiers described as "no ads" or "ad-free" are generally free of commercial interruptions, with certain exceptions that may change from time to time, including where: (i) streaming rights or other limitations require certain Content to play with ads; or (ii) ads are served in certain live or linear Content or special events (and replays thereof). Additionally, "no ads" or "ad-free" Service Tiers may contain limited promotional content, such as brief clips about the Bundles (including messages promoting an upgrade thereto) and other content available on any services associated with the Bundles, and branded content, product integrations, or sponsorship messaging.

Please note that if you subscribe to multiple (or a bundle of) Service Tiers, Content from any ad-supported Service Tier will play with ads, while Content from any "no ads" or "ad-free" Service Tier will not (except as described above).

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So it's not quite as awful as what's reported here. This article is a month old and I haven't seen what it says was going to happen.