About Vertical Sensitivity

Last updated: September 2025

Vertical Sensitivity is a brand safety solution that enables you to exclude selected vertical-related content that you may consider misaligned with your brand positioning, offering you another layer of brand protection. When layered on top of Inventory Filter, this solution provides you with even more control over your media spend.


Vertical Sensitivities offered

  • Beauty: This filter will exclude content that TikTok deems as controversial or negative beauty-related patterns.

  • Food: This filter will exclude content that TikTok deems as unhealthy food behaviors, graphic food content, or controversial food industry-related content.

  • Pet: This filter will exclude content that TikTok deems as unfair treatment to animals or pets.

  • Fashion & Retail: This filter will exclude any content that TikTok deems as controversial or negative fashion or retail-related patterns.

  • Travel: This filter will exclude any content that TikTok deems as controversial or negative travel-related patterns.

  • Financial Services: This will exclude any content that TikTok deems as controversial or misleading financial-related content.

  • Technology: This filter will exclude any content that TikTok deems as problematic or harmful technology (including electronics and telecom) related content.

  • Automotive: This filter will exclude content that TikTok deems as dangerous or harmful depictions of automotive-related content.

  • Gaming: This filter will exclude content that TikTok deems as unhealthy, sensitive, or potentially harmful gaming-related content.

  • Professional Services: This filter will exclude content that TikTok deems as negative or scandalous coverage of experiences affecting professionals content.

  • Entertainment: This filter will exclude content that TikTok deems as sensitive coverage of entertainment-related content.


Using Vertical Sensitivity

  1. When creating your ad group, go to Placements and brand safety.

  2. In Brand safety and suitability, click Brand safety hub. Learn more about Brand safety hub.

  3. Select Standard inventory or Limited inventory.

  4. Go to Vertical sensitivity, select your vertical to exclude sensitive vertical-related content that you want to avoid showing your ads next to.

    • Note: You can only select one vertical at a time.


Availability

  • Regions: Most regions where TikTok Ads Manager is available. Note: If unavailable, the feature will not appear in TikTok Ads Manager.

  • Platform: TikTok Ads Manager

  • Buying Type: Auction only

  • Objectives: Reach, video views, and community interaction

  • Placement type: TikTok For You feed, Following feed, Profile feed, Search feed, and TikTok Lite

  • Ad Format: Both Spark ads and Non-Spark ads are supported


Third-party (3P) brand safety activation and reporting

We enable advertisers to work with trusted third-party measurement partners for independent assurance that the content next to their ads is brand safe and suitable. Our partners provide brand safety and suitability rates that align to the GARM Brand Safety Floor and Suitability Framework. Our partners Integral Ad Science, Zefr, and DoubleVerify are also available for post-campaign measurement of these new controls.