TikTok has launched an ad-free subscription system in the UK

TikTok is to initiate an ad-free subscription plan in the UK that costs $3.99 (about $5.44 USD) per month. The new offer is rolling out over the coming months and will be available to users aged 18 and over. Users who sign up for this plan will not see ads on TikTok, and their information will not be used for advertising.

The implementation was likely driven by the UK’s General Data Protection Regulation (GDPR), which prohibits companies from collecting users’ data for advertising purposes without their consent.

“The choice of our region and the growth of UK businesses go hand in hand at TikTok,” said TikTok’s UK Managing Director, Kris Boge, in a press release. “Advertising on our platform is already helping thousands of businesses across Britain reach new customers, increase sales and create jobs, while our new ad-free approach empowers people to take control of their experience.”

TikTok began testing an ad-free plan in 2023. It’s unclear if the social media giant intends to bring the offering to the US.