TikTok lets UK users pay to remove ads

TikTok is preparing to launch Paid and ad-free version of the app In the United Kingdom. The new subscription announced today will be available to users over the age of 18 “in the coming months,” according to TikTok’s announcement, and will cost £3.99 (about $5.40) per month. In exchange, TikTok will remove ads from a user’s feed and promise not to use their data for unspecified “advertising purposes.”

This “pay or consent” model is likely a response to the UK’s General Data Protection Regulation (GDPR) and other privacy laws that prevent companies from collecting personal data for advertising without explicit consent from social media users. The subscription is ad-free, which means TikTok can argue that its users have a choice to avoid targeted ads. Meta implemented a similar approach to Facebook and Instagram users in the United Kingdom Last year, it was the same subscription model It was rejected by EU regulators.

TikTok says users who don’t sign up for the new subscription will still receive personalized ads, and otherwise the platform experience for paid or free users “will not change.”

“Advertising on our platform is already helping thousands of UK businesses reach new customers, increase sales and create jobs, while our new ad-free option gives people greater control over their experience,” Chris Boger, TikTok’s UK managing director, said in a statement. “Together, this ensures we continue to make a real economic impact while giving our community the flexibility to engage with TikTok in a way that works for them.”

He started Tik Tok Test this ad-free experience in 2023so it took some time to officially launch. At the time, leaked screenshots revealed that some users were offered the option to pay $4.99 per month to not see ads, suggesting that TikTok may later expand this feature to the US. We’ve reached out to TikTok to inquire about future availability in other regions.