A method of reducing Ti(IV) to Ti(III) in which the Ti(IV) in acid solution is fed to an electrochemical cell having a semi-hydrophobic gas diffusion anode to which hydrogen gas is supplied. A current is passed through the cell to effect the electrochemical reduction and the Ti(III) is recovered for use as a re-attack solution in titanium dioxide pigment production or for use in indirect organic reductions. Ti(III) salts may also be recovered for use, for example, in the reduction of organic compounds.