About TikTok advertising restrictions for people under the age of 18

Last updated: January 2025

Some targeting and campaign options are not available when you create ad campaigns including audiences under the age of 18 in certain locations. These changes are part of our overall efforts to strengthen the privacy and safety of younger users across our platforms. The below restrictions are in addition to the full list of Protecting minors on TikTok: advertising initiatives.

Impacted Locations

Ad campaigns targeting the following locations will have limited targeting options when people under the age of 18 are included in the audience.

  • USA

  • Latin America


Targeting Restrictions

The following detailed targeting options will not be available when your audience includes people under the age of 18:

  • Gender

  • Spending power

  • Household income

  • Audience

  • Interests & behaviors

The following targeting options will continue to be available when your audience includes people under the age of 18:

  • Age

  • Language

  • Location (except zipcode)

  • Device

  • Search keywords


For advertisers whose primary objective is to reach audiences under the age of 18, we encourage them to use awareness-focused campaign types such as Auction Reach, Reach & Frequency, Topview that do not rely on detailed targeting.

Campaign options restrictions

The following advertising objectives will not be available when reaching people under the age of 18:

  • Lead Generation

  • Sales - TikTok Shop