TikTok Brand Safety Center: Our Mission & Announcements

Keeping brands safe

Welcome to the TikTok Brand Safety Center

At TikTok, we are committed to creating the most trusted platform for you to build your brands, connect with communities and drive real business impact. Read on for a transparent look into our continuous efforts to create a safe, suitable and positive environment for your business.

How we approach brand safety

Keeping Our Community Safe

We're passionate about building a safe, comfortable place for people to create, be entertained, and express themselves. Fostering a positive experience for our community is key to creating a favorable environment for you to grow your business.

Building for Brand Safety & Suitability

Our robust brand safety and suitability solutions are designed to give you more control over your advertising experience on TikTok. For added reassurance, we work with leading technology partners to provide independent measurement of your campaigns.

Championing Transparency & Accountability

We strive to be the most transparent and accountable company in the industry when it comes to safeguarding our community. We are committed to building responsibly, equitably, and openly.

Partnering for Progress

We celebrate the power of collaboration. That's why we regularly partner with experts, industry organizations and advertisers to help inform and elevate our work, while advocating for meaningful progress in digital safety around the world.

Empowering advertiser choice

Brand suitability solutions give you control

You know your brand values best. Solutions like TikTok Inventory Filter and Comment Management let you decide what kind of content appears beside your ads.

Explore our brand suitability solutions

Partnerships and accreditation

We collaborate with trusted industry organizations, experts, and leading technology partners to inform and evolve our approach to safety and suitability. We transparently promote important issues, achieve independent measurement and accreditation, and collectively build toward a safer, more responsible future for the broader digital ecosystem.

See the power of our brand safety and suitability solutions in action

Adidas

Leveraging TikTok Inventory Filter and Zefr measurement to align with brand-suitable content on the platform.

57M total impressions

99.9% brand safety rate

99.9% brand suitability rate

Actimel

Generating mass awareness and igniting nostalgia for millennials on TikTok with a verified brand-safe campaign.

30% sales uplift

98.9% brand safe impressions delivered

28.5% uplift in ad recall

Sony Pictures Entertainment

Generating mass awareness in a verified brand-safe and suitable environment for Sony Pictures' latest release in Spain.

35M+ impressions

99% verified brand safe impressions

118K clicks

Rexona

Delivering an impactful message in a safe and suitable environment.

+14.9% lift in ad recall

32M total impressions

99.99% brand safety and brand suitability rates

HP

Driving brand lift and brand safety success.

7M+ TikTokers reached

+3.8% lift in ad recall

99.43% impressions verified as brand safe by DoubleVerify

KFC

Generating awareness for KFC's brand-new menu item in the UK with brand-safe delivery.

17.8M impressions

99.5% verified brand safe impressions

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What's new

Introducing the Brand Safety Studio!

Explore our new Brand Safety video directory and learn about TikTok's approach from on-stage sessions, animated explainers, and industry interviews.

July 2024

Disclosing AI Generated Content in Ads

Advertisers utilizing AI-generated content in ads are now able to add a disclaimer label on the ads through a toggle within TikTok Ads Manager.

June 2024

Strengthening our approach to countering influence attempts

We're sharing updates on countering influence attempts on TikTok, expanding state-affiliated media policies, and introducing a new transparency report

May 23, 2024

Partnering with our industry to advance AI transparency and literacy

We're sharing updates on our continued efforts to help creators safely and responsibly express their creativity with AI-generated content.

May 9, 2024

Updates to help the TikTok community create & share safely

Announcing updates to our Community Guidelines that further clarify our rules, along with new features that help creators learn our policies and check their account status.

April 17, 2024

Empowering advertiser choice: innovations in brand suitability

New Category Exclusion and Vertical Sensitivity controls provide advertisers with more options to customize where their ads appear on the For You feed.

April 11, 2024

Announcing the launch of TikTok's Youth Safety Council

This new initiative further strengthens how we build our app to be safe for teens by design.

March 25, 2024

Protecting election integrity in 2024

We're committed to protecting election integrity on TikTok, ensuring it remains a creative, safe, and civil space.

January 18, 2024

TikTok Facts: The Basics of TikTok Ads

Continuing our TikTok Facts series, in this post we're addressing some of the most common claims around our personalized advertising tools.

November 16, 2023

Ensuring a safe, authentic space in times of conflict

TikTok is a platform where people come to express themselves freely. To safeguard that experience, we enforce policies to help people feel safe creating and sharing on our platform, and have continued to take important steps to protect our global community.

November 2, 2023

TikTok at Brand Safety Summit

View our session, Together for Teens: How Collaboration Drives Innovation in Youth Safety and Well-Being at TikTok

November 2, 2023

TikTok Facts: How we secure personal information and store data

In this post, we share how we keep people's personal information secure as well as our approach to data storage.

October 12, 2023

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Related resources

TikTok | Safety Center

See our commitment to transparency in action through our dedicated approach to keeping TikTok a safe and positive platform for our community.

Learn more

TikTok | Transparency Center

See our commitment to transparency in action through insights into our approach to keeping TikTok a safe and positive platform for our community.

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TikTok | European Safety Hub

This hub serves as a 'one-stop-shop' for our community to learn more about how we're complying with the Digital Services Act

Learn more

TikTok for Business Trust Center

We devote considerable attention and resources in pursuit of the privacy and security of our community and brands. See our Security Portal to learn more.

Learn more