Introducing new brand suitability controls: Expanding the TikTok Safety Suite
Two new brand suitability controls give advertisers greater flexibility over where their ads appear. Plus, our new TikTok Brand Safety & Suitability Playbook offers a clear, comprehensive guide to all our solutions, helping advertisers easily navigate their options.
At TikTok, we are committed to providing brands with the tools they need to thrive in a dynamic digital environment. Trust and transparency are at the core of our approach, which is why we continuously innovate to give advertisers more control over where their ads appear. Today, we are expanding the TikTok Safety Suite with two new solutions: TikTok Video Exclusion List and TikTok Profile Feed Exclusion List.
These new controls provide advertisers with even greater flexibility in shaping their brand suitability strategies. Alongside this launch, we are introducing the TikTok Brand Safety & Suitability Playbook—a comprehensive guide to our full range of solutions, helping advertisers navigate their options with confidence.
Expanding advertiser control with new exclusion lists
Beyond brand safety, brands have unique values and preferences when it comes to ad placement. With the TikTok Video Exclusion List and TikTok Profile Feed Exclusion List, we are introducing new layers of customization to help advertisers align their campaigns with their brand values.
TikTok Video Exclusion List enables advertisers to exclude specific video IDs from appearing next to their ads, offering near real-time exclusions and more granular control over ad adjacency and suitability.
TikTok Profile Feed Exclusion List allows advertisers to exclude specific profile pages (by username) from serving adjacent to their Profile Feed ads, helping brands maintain alignment with their messaging and brand identity.
Both of these solutions are now globally available in the Brand Safety Hub in TikTok Ads Manager. Advertisers can manage their lists independently or partner with trusted third-party measurement providers Integral Ad Science (IAS), DoubleVerify (DV), and Zefr to create and refine their exclusion lists. Advertisers who are interested in leveraging one of TikTok's brand safety partners for the managed service of exclusion lists should reach out to the partners directly for additional details. The managed service of TikTok Video Exclusion List is currently live, and TikTok Profile Feed Exclusion List is coming soon. The lists are applied at the account level, ensuring consistent protection across eligible campaigns.
The TikTok Brand Safety & Suitability Playbook
To help advertisers make the most of TikTok’s comprehensive brand safety and suitability solutions, we are also introducing the TikTok Brand Safety & Suitability Playbook. This resource breaks down the full TikTok Safety Suite, guiding advertisers through their options with clear use cases, real-world success stories, and step-by-step activation instructions.
The playbook includes:
An overview of the TikTok Safety Suite, outlining all available solutions on one page.
Deep dives into each solution, complete with industry-specific examples.
Visual decision trees to help advertisers determine the right controls for their campaigns.
Case studies showcasing how brands have successfully leveraged TikTok’s brand safety and suitability tools.
A dedicated section on the Brand Safety Hub in TikTok Ads Manager, ensuring advertisers have a clear path to activation.
Our creative industry partner, Rob Mayhew, can perhaps explain it best!
The TikTok Safety Suite of advertiser solutions
The TikTok Safety Suite is a set of controls, tools, and third-party measurement solutions designed for brand safe and suitable advertising. Covering every stage of a campaign, it helps brands align their investments with their values.
“Trust is the foundation of modern marketing. In today’s digital world, consumers expect brands to align with their values, and advertisers need confidence that their messages appear in the right environments. At TikTok, we’re committed to helping brands navigate this landscape—not just by protecting them, but by empowering them. The TikTok Safety Suite goes beyond industry standards to provide advertisers with proactive, flexible solutions that put control in their hands. With the launch of the TikTok Video Exclusion List, TikTok Profile Feed Exclusion List, and the TikTok Brand Safety & Suitability Playbook, we are reaffirming our commitment to innovation, transparency, and brand confidence.”
Navigate with confidence, grow with trust
As the digital landscape evolves, TikTok remains dedicated to equipping advertisers with the tools they need to succeed. The expansion of the TikTok Safety Suite with the TikTok Video Exclusion List and TikTok Profile Feed Exclusion List reflects our ongoing investment in brand suitability solutions that put advertisers in control.
Download the TikTok Brand Safety & Suitability Playbook today to explore the full range of solutions and learn how you can safeguard your brand while unlocking new opportunities.
Download the playbook