TikTok introduces Consent or Pay subscription model in UK
Published: 11/05/2026
| BBC News
In a blog article, TikTok has announced that it is introducing a Consent or Pay subscription model in the UK that allows users to pay for an ad-free experience. Starting Monday, the platform will notify users aged 18 and over of the new TikTok Ad-Free option, which costs £3.99 per month. Users must decide by 11 November whether to subscribe or continue using the service for free with personalised advertisements.
The subscription removes ads delivered directly by TikTok, such as those found in the platform's For You feed. However, subscribers will still receive content from creators who are paid or sponsored to promote products.
TikTok UK managing director Kris Boger stated that the initiative offers the community greater flexibility and control over their experience while maintaining the platform's economic impact for UK businesses. The rollout will take place gradually over the coming months.
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