TikTok has launched a new ad-free subscription in the United Kingdom that will allow users to use the platform without ads in exchange for a monthly fee of 3.99 pounds, around $5.4. The option, called “TikTok Ad-Free”, will begin to be rolled out progressively over the coming months and will be available only to users over 18 years of age.
The new modality completely eliminates advertising from the in-app experience and also means that the data of subscribed users will not be used for advertising purposes. However, TikTok has indicated that the main operation of the platform will not change: both those who pay for the ad-free version and those who continue to use the free version will continue to have access to the same content, creators and functionalities.
The move represents a new step in the evolution of TikTok’s business model and reflects how large digital platforms are beginning to explore hybrid formulas between advertising and subscription. The initiative also highlights the growing regulatory pressure on personalized advertising in Europe, especially under the framework of the General Data Protection Regulation (GDPR), which requires explicit consent for the use of personal data for advertising purposes.
“Choice for our community and the growth of British businesses go hand in hand on TikTok”said Kris Boger, General Director of TikTok in the United Kingdom, 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 more control over their experience.”
The company had been working on this possibility for some time. TikTok began testing an ad-free version in some European markets in 2023, in parallel to the investigations and regulatory sanctions that different digital platforms have faced in relation to privacy and personalized advertising. At the moment, the social network has not confirmed whether the model will also arrive in the United States or other markets.
Beyond the user experience, TikTok wanted to frame the announcement within an economic and business support narrative. The platform has insisted that it will simultaneously maintain its free version with advertising, defending that the advertising ecosystem remains key to the growth of small and medium-sized British businesses.
According to data shared by the company, advertising investments by SMEs on TikTok generated around £1.2 billion in revenue in the United Kingdom during 2022, especially in sectors such as food and beverages. In addition, an Oxford Economics report cited by the platform estimates that SME activity on TikTok contributed £1.6 billion to British GDP and helped support some 32,000 jobs.
The platform has also stressed that users will continue to have tools to manage their advertising preferences within the application. From the configuration section you can modify both your subscription and the ad personalization levels if you use the free version.
