"our new ad-free option gives people greater control"
TikTok will begin charging UK users £3.99 a month for an ad-free experience as the social media platform expands its subscription offerings.
From May 11, 2026, users aged 18 and over will start receiving notifications about the new TikTok Ad-Free option.
The company has not confirmed when users will need to decide whether to subscribe.
The feature removes adverts delivered by TikTok across areas, including the For You feed.
However, users will still see sponsored posts from creators promoting products or services, often marked with “#ad”.
Kris Boger, TikTok’s UK managing director, said:
“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.
“Together, this ensures we continue to deliver real economic impact while giving our community the flexibility to engage with TikTok in the way that suits them.”
Users who continue using TikTok for free will still receive personalised adverts. TikTok said users will be able to control how personalised those adverts are through the app’s settings.
However, UK users will no longer be able to completely opt out of personalised adverts while using the platform for free.
TikTok first began testing ad-free subscriptions in selected international markets during 2023. The move follows similar subscription models introduced by Instagram, Facebook and Snapchat in recent years.
Social media expert Matt Navarra told the BBC:
“We’re moving away from an internet where the deal was you use the app for free but see ads, to one where the deal is increasingly: use the app for free and be profiled for personalised ads, or pay to escape them.
“We are heading towards a two-tiered social internet.
“One version for people who can afford more control and privacy, and another version for everybody else.”
This “pay or consent” model is likely in response to the UK’s General Data Protection Regulation (GDPR) and other privacy laws that forbid companies from harvesting personal data for advertising without getting explicit consent from social media users.
The ad-free subscription is opt-in, meaning TikTok can argue that its users have a choice to avoid targeted ads.
Meta implemented a similar approach for Facebook and Instagram users in the UK last year, after the same subscription model was rejected by EU regulators.
The rollout also comes as subscription features become more common across social media platforms, including paid verification and AI-powered tools.
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