Following Meta, TikTok has also begun rolling out its own ad-free subscription service in the UK, a move aligned with recent regulatory adjustments around data permissions and usage.

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TikTok offers UK users an ad-free option at £3.99 per month (approximately $5.44), while also allowing users to disable data tracking used for ad targeting, in compliance with new UK data regulations.

However, TikTok's wording is slightly different.

TikTok stated: "We believe that giving our community members the choice to experience TikTok in their own way is one of the best ways to inspire discovery, connection, and inspiration. From the various ways to shape the For You feed to a wide range of user settings, we are committed to building tools and features that help community members create the TikTok experience that best suits them."

TikTok says it is for this reason that it offers UK users a paid ad-free option, rather than due to legal regulatory requirements.

"In the coming months, accounts aged 18 and over in the UK will gradually be able to sign up for the new ad-free subscription option—TikTok Ad-Free," TikTok said. "For users who choose not to subscribe, they can continue to use TikTok as before and still see personalized ads."

TikTok added that the core TikTok experience will not be affected. Paid users will not see ads, and TikTok will stop using their personal data for ad targeting to comply with relevant regulations.

This update is related to evolving UK laws around personal data usage, stemming from a high-profile case: a UK user filed a legal lawsuit against Meta for using their personal information for ad targeting.

In 2022, The Guardian reported that UK human rights activist Tanya O'Carroll argued that under UK consumer law, she had the legal right to object to the use of personal data for direct marketing. Meta argued that its targeted ads did not fall under direct marketing, but ultimately chose to settle the case.

As part of the settlement process, Meta also negotiated a new agreement with the UK Information Commissioner's Office, enabling UK users to opt out of having their personal data used for ad targeting.

Meta had previously established a similar model in the EU, where its ad-free subscription service aims to comply with the EU's evolving data privacy laws. This model also allows Meta to continue generating revenue from users who wish to opt out.

Meta went through multiple rounds of back-and-forth with EU regulators over the proposal, and has now established a mutually agreed framework that provides EU users with more control over the use of their personal data.

Meta expanded this model to the UK in September to ensure compliance with updated legal requirements.

Now, TikTok is following suit.

Will this have a significant impact?

For most users, it seems unlikely they would be willing to pay for an app that is otherwise free, even with data usage concerns.

In fact, both Meta and TikTok are working to reaffirm the value of their advertising models.

"Advertising investment on TikTok has helped UK small and medium-sized enterprises generate hundreds of millions of pounds in revenue by reaching the right audience at the right time, turning digital engagement into real growth," TikTok said. "This also contributes to overall UK GDP growth."

Clearly, both platforms would prefer advertising revenue to keep flowing, but now users will have a choice—to pay to remove ads on TikTok.