TikTok Now Lets UK Users Pay for Ad-Free Experience
▼ Summary
– TikTok will launch a paid, ad-free subscription in the UK for users over 18, costing £3.99 per month, with ads removed and data not used for advertising purposes.
– The subscription model is a response to UK privacy laws like GDPR, which require explicit user consent for data collection used in targeted advertising.
– Users who do not pay will continue to receive personalized ads, and the core platform experience will remain unchanged for both paid and free users.
– TikTok’s UK managing director stated the ad-free option gives users greater control while advertising continues to support British businesses.
– TikTok tested this feature in 2023 and may later expand it to the US, as leaked screenshots showed a $4.99 monthly option for ad-free viewing.
TikTok is gearing up to introduce a paid, ad-free tier for its users in the United Kingdom. The subscription, announced today, will be made available to individuals aged 18 and older “over the coming months,” the company confirmed. Priced at £3.99 per month (roughly $5.40), the plan eliminates advertisements from the user’s feed and ensures that their data will not be used for what TikTok vaguely describes as “advertising purposes.”
This move follows a “pay or consent” model, likely shaped by the UK’s General Data Protection Regulation (GDPR) and other privacy laws that restrict companies from collecting personal data for targeted ads without explicit user permission. By offering an opt-in subscription, TikTok can claim that users have a genuine choice to bypass personalized advertising. Meta adopted a similar strategy for Facebook and Instagram in the UK last year, after EU regulators rejected the same approach.
TikTok emphasized that users who do not subscribe will continue to see personalized ads, and the overall platform experience “won’t change” for either paid or free members. The company’s statement framed the free, ad-supported version as a benefit, though calling it “enjoy” personalized ads seems optimistic.
“Advertising on our platform is already helping thousands of British businesses reach new customers, increase sales and create jobs, while our new ad-free option gives people greater control over their experience,” said Kris Boger, TikTok’s UK managing director. “Together, this ensures we continue to deliver real economic impact while giving our community the flexibility to engage with TikTok in the way that suits them.”
TikTok initially tested this ad-free feature in 2023, so the official launch has been a long time coming. At that point, leaked screenshots indicated some users were offered a $4.99 monthly fee to remove ads, hinting that the feature could eventually expand to the United States. We have contacted TikTok to inquire about future availability in other regions.
(Source: The Verge)
