TikTok is introducing an ad-free subscription plan in the U.K. that costs £3.99 (about $5.44) per month. The new offering is rolling out over the coming months and will be available to users 18 and over. Users who sign up for the plan won’t see ads on TikTok, and their data won’t be used for advertising purposes.
The launch was likely driven by the U.K.’s General Data Protection Regulation (GDPR), which prohibits companies from collecting users’ personal data for advertising purposes without their consent.
“Choice for our community and growth for UK businesses go hand in hand on TikTok,” said TikTok’s UK managing director, Kris Boger, in a press release. “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 began testing the ad-free plan in 2023. It’s unknown whether the social media giant plans to bring the offering to the U.S.