TikTok is launching an ad-free subscription plan in the UK priced at £3.99 per month, giving users the option to browse the platform without advertisements or personalised ad tracking.
The new offering will roll out over the coming months and will be available to users aged 18 and over. Subscribers will not see ads on TikTok, and their personal data will not be used for advertising purposes.
The move is widely seen as a response to the UK’s General Data Protection Regulation framework, which restricts companies from using personal data for targeted advertising without explicit user consent.
Kris Boge, TikTok’s UK managing director, said the company believes user choice and business growth can coexist, noting that advertising on the platform already supports thousands of UK businesses through customer reach and sales generation.
TikTok first began testing the ad-free model in 2023. It remains unclear whether the company plans to expand the subscription option to markets such as the United States.
