TikTok is rolling out a paid, ad-free version of its app in the UK. The £3.99 monthly subscription will remove ads from users’ feeds and ensure their data isn’t used for advertising purposes.

This move comes as TikTok responds to UK’s GDPR and other privacy laws which restrict companies from harvesting user data for targeted ads without explicit consent.

The “pay or consent” model follows a similar approach implemented by Meta on Facebook and Instagram users in the UK. However, unlike its competitors, TikTok will still display personalized ads to those who do not subscribe.

“Advertising on our platform is already helping thousands of British businesses reach new customers,” says Kris Boger, TikTok’s UK managing director. “Our ad-free option gives people greater control over their experience.”

TikTok has been testing this feature since 2023 and may expand it to the US in the future.