TikTok is launching an ad-free subscription service in the UK, following Meta's approach and adapting to recent regulatory changes in the UK regarding data permissions and usage. Users will pay £3.99 per month (approximately $5.44) to use the app without ads, while also having the option to disable data tracking used for ad targeting.

TikTok ad free subscription

Although this move is closely tied to regulatory changes, TikTok has emphasized a different starting point in its official statements. TikTok stated: "We believe that giving our community members the freedom to choose how they experience TikTok is one of the best ways to spark discovery, connection, and inspiration. From the various ways to shape your 'For You' feed to a wide range of user settings, we are committed to building tools and features that help users create the TikTok experience that best suits them."

TikTok says it is precisely based on this philosophy that the company decided to offer a paid ad-free option to UK users, rather than for legal compliance reasons.

In its official statement, TikTok detailed the rollout plan for the subscription service: "In the coming months, users aged 18 and over in the UK will gradually be able to sign up for the new ad-free subscription option—TikTok Ad-Free. For users who choose not to subscribe, they can continue using TikTok as before and see personalized ads."

TikTok added that the core TikTok experience will not be affected. Paid users will see no ads, and TikTok will stop using their personal data for ad targeting to comply with relevant regulations.

This update is related to the evolution of UK laws on personal data usage, stemming from a high-profile case: a UK user sued Meta, accusing it of using personal data for ad targeting without consent. In 2022, The Guardian reported that UK human rights activist Tanya O'Carroll argued that under UK consumer law, she had the right to object to the use of her personal data for direct marketing. Meta argued that its targeted ads did not constitute direct marketing, but ultimately chose to settle.

As part of the settlement process, Meta reached a new agreement with the UK Information Commissioner's Office, allowing UK users to opt out of having their personal data used for ad targeting. Previously, Meta had established a similar model in the EU, where its ad-free subscription service aims to comply with the EU's evolving data privacy regulations. This model also allows Meta to continue profiting from users who wish to opt out.

Meta had repeatedly communicated with EU regulators over this proposal and has now established an agreed framework that gives EU users more options to control the use of their personal data. In September this year, Meta extended this model to the UK to ensure compliance with updated laws.

Now, TikTok is taking similar action.

So, will this move have a significant impact? For most users, they seem unlikely to pay for an app they can use for free, even if there are concerns about data usage. In fact, both Meta and TikTok have tried to emphasize the value of their advertising models. TikTok stated: "Advertising investment on TikTok has helped UK small and medium-sized enterprises generate hundreds of millions of pounds in revenue by precisely reaching target audiences, turning digital engagement into real growth, which also contributes to the overall UK GDP growth."

Clearly, both platforms would prefer to maintain the flow of advertising revenue, but now, users will have the option to remove ads on TikTok by paying.