TikTok is set to introduce a new subscription option in the United Kingdom that will allow users to remove adverts from the app.

From Monday, the platform will begin notifying users aged 18 and above that they can pay £3.99 per month for an ad-free experience.

Users will be given a choice to either subscribe to the ad-free version or continue using the app for free with personalised advertising, with a decision deadline of 11 November.

The company says the move is designed to give users greater control over how they experience the platform, though critics argue it reflects a broader industry shift towards paid privacy.

Social media analyst Matt Navarra said it is part of a wider trend, noting that firms are “putting a monthly price on stepping outside of the ad-targeting machine”.

He added, “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,” Navarra told the BBC.

He also warned that, since many users are unlikely to pay for ad-free access, the approach could normalise a system where privacy effectively comes at a cost.

“We are heading towards a two-tiered social internet,” Navarra said.

“One version for people who can afford more control and privacy, and another version for everybody else.”

TikTok says users who choose the £3.99 monthly plan will no longer see adverts served by the platform, including those shown within the For You feed.

However, sponsored posts and creator-led promotional content will still appear, particularly those labelled with hashtags such as #ad.

Those who remain on the free version will continue to see personalised ads, based on their activity and interests.

The company also noted that users will still be able to manage some advertising preferences through in-app settings, although an existing option allowing users to opt out of targeted ads will no longer be available under the new system.

TikTok’s UK managing director Kris Boger 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.”

The development places TikTok alongside other major platforms such as Meta-owned Instagram and Facebook, as well as Snap Inc.’s Snapchat, which have also experimented with subscription models offering fewer or no ads.

The company said UK users will be gradually informed about the new “TikTok Ad-Free” option through in-app notifications over the coming months.