TikTok introduces paid ad-free tier for UK users in bid to align with privacy laws
The opt-in service removes feed advertisements and excludes subscriber data from advertising use, though the core platform experience remains unchanged for non-paying users.
TikTok has announced the launch of a paid subscription service specifically for users in the United Kingdom, a move designed to navigate the complexities of local privacy regulations. The new tier, priced at £3.99 per month, is available to individuals aged 18 and over and is scheduled to roll out over the coming months on an opt-in basis.
The core benefit of the subscription is the removal of advertisements from the user's feed. Furthermore, TikTok states that for subscribers, user data will be excluded from being used for advertising purposes. This approach is framed as a response to UK privacy laws, including the General Data Protection Regulation (GDPR), which restrict companies from harvesting personal data for advertising without explicit consent.
TikTok UK Managing Director Kris Boger emphasised that while the new option provides users with greater control, existing advertising revenue continues to support British businesses and job creation. He noted that the platform already helps thousands of local enterprises reach new customers and increase sales. The company maintains that the core platform experience remains unchanged for both paid and free users, with non-subscribers continuing to see personalised ads.
This initiative marks the first time TikTok has officially introduced an ad-free experience in an English-speaking country. The service operates on an opt-in model, allowing TikTok to argue that users have a choice to avoid targeted ads. This mirrors a similar approach implemented by Meta for Facebook and Instagram users in the UK last year, although a comparable model was later rejected by EU regulators.
Testing for this feature began in 2023, with leaked screenshots previously suggesting a potential price of $4.99 per month for the US market. While the current rollout is focused on the UK, future availability of the feature in other regions, including the United States, has not been confirmed despite the earlier indications of testing.
