Watch it. Love it. Want it. Protect it.
TikTok brings brand safety, suitability, and broader protections together to help you safeguard your reputation, reflect your values, and show up with confidence.
Choose the level of suitability that fits your brand
Choose between Expanded, Standard and Limited Inventory to control the types of content your ads may appear alongside based on your brand identity, goals, and risk tolerance.
TikTok Inventory Filter
TikTok Inventory Filter
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Category Exclusion
Category Exclusion
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Vertical Sensitivity
Vertical Sensitivity
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Video Exclusion List
Video Exclusion List
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Profile Feed Exclusion List
Profile Feed Exclusion List
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TikTok protects your brand with robust IP policies, fast issue resolution, and strict enforcement against counterfeit goods, keeping the platform safe and authentic for your business.
A clear path to resolution
If a brand concern arises on TikTok, review the Paths to Resolution chart in the Brand Protection Playbook to identify the appropriate escalation path. If you're still unsure where to escalate, contact your TikTok Client Partner for support and guidance on next steps.
Your brand assets are protected
TikTok enforces robust intellectual property standards across all content. Unauthorized use of logos, unlicensed music or video, and misleading brand associations are prohibited and subject to enforcement by TikTok's dedicated IP team.
Copyright violations have consequences
All content on TikTok must be used with proper authorization. Copyright violations can result in content removal and a strike on the offending account. Serious or repeated violations may result in account suspension.
Trademark and counterfeit protection
TikTok prohibits trademark misuse and counterfeit goods. Valid trademark claims are reviewed and can result in removal. Rights holders can submit claims with proof of ownership.
A safe space to shop and sell
TikTok enforces clear, escalating actions when violations occur. Valid claims are reviewed promptly and may result in listing removal and user strikes.
TikTok Real builds real trust
TikTok Real is TikTok's brand protection hub, designed to help rights owners protect intellectual property across the platform. TikTok Real helps keep TikTok Shop trusted for advertisers, sellers, and shoppers.
Fair competition is the standard
TikTok Shop prohibits content that uses unsupported comparisons to disparage or denigrate other products. Any brand comparisons must be factual, verifiable, and relevant.
Counterfeits have no place here
TikTok is committed to a shopping experience where every product is authentic. Counterfeit goods are strictly prohibited, and TikTok proactively identifies and removes infringing content.
To dupe or not to dupe
Since "dupe" can describe both counterfeit and legitimate alternative products, TikTok reviews each case individually. Infringing content is removed, while legitimate use is assessed on a case-by-case basis.
This is an ad adjacency issue. Content moderation removes violating content proactively, and fact-checking runs through IFCN-accredited partners. You can also tighten where your own ads run. Go to Ads Manager and adjust your TikTok Inventory Filter, Category Exclusion, Vertical Sensitivity, or Video/Profile Feed Exclusion Lists, or raise a ticket with your campaign and ad details ready.
For comments on your own paid placements, use Ads Manager's comment controls: filter, review, or switch comments off, and set keyword filters. These settings apply per ad, so you can set them however fits each campaign.
Brand safety controls in TikTok Business Center offer a centralized dashboard to manage brand safety settings across multiple ad accounts. Learn more about third-party measurement solutions here or go to our Brand Safety Hub Help Center.
TikTok partners with Scope3, a third-party carbon measurement platform, so you can track the emissions associated with your ad campaigns, including Scope 3 emissions generated from ads hosted on TikTok. Data is reported in grams of CO2 equivalent per thousand impressions across ad selection, media distribution, and creative delivery, using a mix of TikTok's first-party data and industry benchmarks, aligned with the Ad Net Zero Global Media Sustainability Framework.