TikTok has announced that from Monday, UK users aged 18 and over will be required to pay £3.99 per month for an ad-free experience on the platform.

Those who opt in will no longer see ads within the app but may still see sponsored content marked with #ad. Those choosing to continue using TikTok for free will see personalised ads, though they can control how some data is used for advertising through their settings.

The move comes as platforms increasingly offer subscriptions to escape targeted advertising. Social media expert Matt Navarra points out that this trend signals a shift from the traditional model of using apps for free with ads, to one where users must choose between being profiled for personalised ads or paying to avoid them.

TikTok's UK managing director Kris Boger said: 'Our new ad-free option gives people greater control over their experience, ensuring we continue to deliver real economic impact while giving our community the flexibility to engage with TikTok in the way that suits them.'

However, Navarra warns of a two-tiered social internet where those who can afford more privacy and control are separated from everyone else. As subscriptions become more common in platform experiences, this shift could mark a significant change in how we interact online.