TikTok is rolling out a new ad-free subscription plan in the UK, giving users the option to browse the app without ads for £3.99 per month.
The plan will become available over the coming months and is limited to users aged 18 and above. People who subscribe will not see ads on TikTok, and the company says their data will not be used for advertising purposes.
The move appears to be connected to the UK’s General Data Protection Regulation rules, which require companies to get user consent before collecting personal data for targeted advertising. By offering an ad-free paid option, TikTok is giving users another way to control how their data is used on the platform.
TikTok UK managing director Kris Boger said the company wants to balance user choice with growth opportunities for UK businesses. He said advertising on TikTok already helps thousands of British businesses reach new customers, increase sales, and create jobs, while the new ad-free plan gives users more control over their app experience.
TikTok first started testing an ad-free subscription option in 2023. For now, the company has not said whether it plans to launch the plan in the US.
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