About advertising to people under the age of 18

Last updated: October 2024

We take our responsibility to protect our community seriously. It is the most important work we do, and we will continue to innovate to help keep our community safe, including our younger users under the age of 18. The below restrictions are in addition to the full list of Protecting minors on TikTok: advertising initiatives.


US U18 Targeting Restrictions for Ads on TikTok

The following age restrictions are in place for any campaigns delivering to the United States:

  • Lead Generation objective campaigns can be used to target only ages 18 and older

  • Product Sales - Shop objective campaigns can be used to target only ages 18 and older

  • When targeting users 13-17, Advertisers can only combine this with:

    • Device

    • Language

    • Location (besides zipcode)

  • All detailed targeting options are unavailable for audiences under the age of 18, including:

    • Gender

    • Interests & Behaviors

    • Audiences

This applies as long as one of the age groups in any campaign selected includes under age 18.

Ad groups created or live before June 30th will not be impacted. Any ads created or edited after June 30th will be impacted.