TikTok Now Lets UK Users Pay to Remove Ads, and Keep Their Data Private

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TikTok has introduced a paid subscription plan in the United Kingdom that removes all ads from the app and stops the platform from using a subscriber’s personal data for advertising. The move makes the UK one of the first major Western markets where TikTok users can choose to pay for a cleaner, more private experience.

The plan costs £3.99 roughly $5.44 per month and is being rolled out gradually over the coming months. It is only available to users aged 18 and above.

Users who subscribe will no longer see platform-delivered adverts across the app, including in their For You feed. However, sponsored posts from creators who are promoting products typically marked with “#ad” will still appear, as those are considered part of organic content rather than direct advertising.

Users who prefer to stay on the free version can still do so, with personalised ads continuing as normal.

The launch is closely tied to the UK’s data protection rules, which follow the principles of GDPR the law that requires companies to get clear user consent before collecting personal data for advertising purposes.

By offering a paid option where data is not used for ads, TikTok can point to user choice as a way of meeting those legal requirements a model that other platforms have already adopted in Europe.

Meta introduced a similar subscription for Facebook and Instagram users in the UK last year. TikTok itself first began testing an ad-free option in select global markets back in 2023.

For African users on the continent, this development is a window into where social media is heading globally. Platforms that were once purely free are increasingly moving toward a “pay or be tracked” model where users either accept ads and data collection, or pay a monthly fee to opt out.

As one app researcher put it to the BBC: “We’re moving away from an internet where the deal was you use the app for free but see ads, to one where the deal is increasingly: use the app for free and be profiled for personalised ads, or pay to escape them.”

TikTok has confirmed that all users paid or free will keep access to the same content, creators, and features. The subscription changes only the advertising experience and how data is handled.

TikTok has not confirmed whether the ad-free plan will be extended to the United States or other markets. For now, it remains a UK-only offering, with the rollout expected to be completed over the next few months.