TikTok launches ad-free subscription plan in the UK

TikTok is introducing an ad-free subscription plan in the U.K. that costs £3.99 (about $5.44 USD) per month. The new offering is rolling out over the coming months and will be available to users 18 and over. Users who sign up for the plan won't see ads on TikTok, and their data won't be used for advertising purposes.

The launch was likely driven by the U.K.'s General Data Protection Regulation (GDPR), which prohibits companies from collecting users' personal data for advertising purposes without their consent. TikTok UK Managing Director Kris Boge said: "Choice for our community and growth for UK businesses go hand in hand on TikTok. 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." TikTok first began testing the ad-free plan in 2023, and it remains unknown if the company plans to bring the offering to the U.S.