TikTok announced in May 2026 that it will launch a paid, ad-free subscription tier in the United Kingdom, priced at £3.99 (approximately $5.40) per month. The option will be available to users aged 18 and over “over the coming months,” according to the company.
Subscribers who opt in will have ads removed from their feed, and TikTok has committed to not using their data for “advertising purposes.” Users who do not subscribe will continue to receive personalized ads, and TikTok says the core platform experience “won’t change” for either group.
The move is widely seen as a response to the UK’s General Data Protection Regulation (GDPR) and related privacy laws, which require companies to obtain explicit consent before harvesting personal data for advertising. By offering a paid alternative, TikTok can argue that its users have a genuine choice regarding targeted ads — a model sometimes referred to as “pay or consent.” Meta adopted a similar approach for Facebook and Instagram users in the UK, after an equivalent subscription model was rejected by EU regulators.
Kris Boger, TikTok’s UK managing director, said in a statement: “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 tested an ad-free experience in 2023, when leaked screenshots showed some users being offered the option at $4.99 per month, suggesting the feature could eventually expand to the United States. The company has not confirmed plans for other regions, and The Verge noted it had reached out to TikTok for comment on future availability.
Source: The Verge