TikTok is set to introduce a paid, ad-free version of its app in the UK. Announced today, this subscription, costing £3.99 (approximately $5.40) per month, will be available for users over 18 in the coming months. It will remove ads from the user’s feed and ensure their data isn’t used for “advertising purposes.”
The “pay or consent” model likely responds to UK regulations like the GDPR, which restrict data collection for advertising without explicit user consent. The ad-free subscription is opt-in, allowing TikTok to offer users the choice to avoid targeted ads. Meta implemented a similar model for Facebook and Instagram users in the UK last year after the EU rejected it.
Users who don’t subscribe will still see personalized ads, with the platform experience remaining unchanged for all users. Kris Boger, TikTok’s UK managing director, highlighted that advertising helps British businesses while the new option gives users more control over their experience.
TikTok began testing this ad-free model in 2023, and its official launch has been anticipated. Initial tests showed some users the option to pay $4.99 monthly to avoid ads, hinting at a potential future expansion to the US. TikTok has been contacted regarding availability in other regions.