Quarterly Safety Report: How we're strengthening brand protection on TikTok
At TikTok, our mission is to inspire creativity and bring joy, and the safety and security of our community are the foundations that make this possible.
This quarter, we've made significant progress in enhancing the safeguards and standards that matter most to advertisers. Here are the key updates.
1. Setting new standards for brand reputation
Brand reputation is built moment by moment, through culture, community and creativity – and on a platform powered by discovery, those moments really matter. Our Brand Reputation Playbook sets out how to manage that in practice: combining clear standards, strong safeguards, and meaningful controls, so your brand can show up confidently, participate fully in culture, and never have to choose between creativity and protection.
Learn more in our Brand Reputation Playbook.
2. Building high-performing creator partnerships
What separates high-performing creator partnerships from high-risk ones? New research with the Brand Safety Institute (BSI) draws on interviews with hundreds of senior leaders to set out how to protect trust without sacrificing authenticity, and how to build creator partnerships that are effective, scalable and built to last.
The findings show that the strongest partnerships treat creator suitability not as a constraint, but as a shared framework that enables creativity, protects reputation, and sets clear expectations.
Explore the full findings from our research with the Brand Safety Institute.
3. Joining EASA to strengthen brand trust across Europe
We have joined the European Advertising Standards Alliance (EASA), reinforcing our commitment to responsible advertising through self-regulation and consumer protection. Through this partnership, we'll work alongside 28 national advertising self-regulatory organisations to support consistent industry standards. For brands, this means greater consistency, clearer expectations, and a more stable environment to invest and grow.
Explore our approach to responsible advertising in Europe.
4. Enhancing transparency and proactive enforcement
The final Community Guidelines Enforcement Report of 2025 shows ongoing progress in harmful content detection and removal, alongside expanded transparency into LIVE monetisation, comment moderation and ad enforcement.
5. Strengthening age-appropriate experiences
We're rolling out enhanced technology across Europe to help moderation teams better detect and remove accounts that belong to users under the age of 13. Building on a pilot launched last year, these tools use signals such as profile information, published content and on-platform behaviour to support faster identification of underage accounts.
Learn more about age-appropriate protections.
6. Raising the bar on privacy and data security
On Data Protection Day 2026, we highlighted new tools and initiatives designed to strengthen privacy, security and data protection across our global community. These efforts help ensure advertisers operate in a trusted environment where user data is protected and platform integrity is prioritised.
Updates include the launch of Security Checkup, which gives users direct control over their account security, and the continued advancement of our data security initiative Project Clover with dedicated data centres, independent oversight and new Privacy Enhancing Technologies. We also highlighted our partnered with privacy tech company Oblivious to launch a first-of-its-kind competition driving real innovation in privacy research.
Learn more about our latest privacy and security initiatives.
Our commitment continues
Our work to keep TikTok safe, secure, and trustworthy never stops. We’ll continue to raise standards, innovate, and provide advertisers with the confidence to participate fully in culture. Stay tuned for more updates in our next quarterly report.