Before getting started: The information in this handbook provides helpful introductory understanding of TikTok's Advertising Guidelines, together with visual examples. It does not substitute TikTok's full Advertising Guidelines. Please go through our TikTok Advertising Guidelines for full details.
TikTok Ad Policy Handbook
We want to create a safe place for your brand and people to connect. This Advertisers’ Ad Policy Handbook gives an introduction to TikTok’s underlying advertising philosophy and policy basics. Together we create the TikTok experience that inspires creativity and brings joy!
1. Ad Review Process
As part of TikTok's Ad Review process, we go through the following advertisement elements:
Promoted Product(s) or Service(s) Featured on Landing Page
This determines an advertisement's suitability (whether allowed or prohibited) on TikTok
Ad Creative Elements, including:
Caption or text
Images or visual content
Audio content
Any other content that forms part of the Ad Creative
Targeted Region Information such as:
Age targeting/ group
Currency
Language
2. Advertising Policies
For your ads to run smoothly and successfully on TikTok, it is critical that your product/service and ad creative are compliant with our advertising policies.
Industry Entry Guidelines - Is my product/service allowed on TikTok?
In adherence to various laws and cultures, products and services are categorized according to their industry. In TikTok, we categorize advertisers' industries under one of the following:
Ad Creative Guidelines - Is my Ad Creative allowed on TikTok?
The guiding principles for Ad Creatives are as follows:
As a guide, we have provided some examples of positive Ad Creatives for your reference. These are safe guidelines for your brand, our platform, and users. You are advised to refer to the Ad Creative & Landing Page Guidelines for detailed applicable regional policies in your targeting region.
1. Ad Format and Functionality
Every ad must be compatible and appropriate with TikTok's platform (in terms of format and functionality). This enables a positive user experience in our community. The following are non-exhaustive guidelines and examples as a reference. For more information, refer to TikTok Advertising Policies - Ad Creatives and Landing Page.
Consistency between Ad Creative and Landing Page
Scenario 1
Scenario 2
Fully Functional Landing page
Usage of Appropriate Language and Currency
For example, German (language) and Euro (currency) is not acceptable language and currency combination for SEA/KR/TW if you target your ad to these regions.
High-Quality Video/Image/Audio
Scenario 1
Scenario 2
Grammatical and Spelling Errors
1. The ad contains incorrect spelling (fressh) and is non-compliant.
2. The ad contains commonly accepted slang (gonna) and is compliant.
Tip: Use commonly accepted spelling and grammar in ads for a positive user experience.
2. Misleading Content
In some cases, we restrict ads that may mislead our users due to untrue expressions or exaggerated information. Below is a non-exhaustive list with examples for your reference. For more information, refer to TikTok Advertising Policies - Ad Creatives and Landing Page.
Before-and-After
Comparison of product effects in one frame/scene or within the same video duration.
*Subjected to evidence provided on such claims or clear disclaimer(s).
Exaggerated Description and Promises
Exaggeration claims of product performance
*Subjected to evidence provided on such claims or clear disclaimer(s).
Absolute Terms
*Subjected to evidence provided on such claims or clear disclaimer(s).
Malicious Comparison
Inconsistent Information
Ad Creative & Landing Page display different discount rates or prices
*Including but not limited to discounts and prices
Medical Worker
(Advertisers in the following industries must not feature healthcare professional images in a way that may give the impression of professional endorsement, advice or recommendations.
Mother & Baby Food Products)
*Applicable for SEA markets only
This person says, "I am Doctor Wong, an expert in childhood nutrition."
3. Sensitive Content
Some ads may feature content that touches on a sensitive topic(s). They are restricted as they may provoke controversial issues in our community and may result in a negative experience for our users. The following is a non-exhaustive list with examples for your reference. For more information, refer to TikTok Advertising Policies - Ad Creatives and Landing Page.
Sexually Suggestive Content
(Sexually suggestive action(s) through text, gesture(s) and clothing)
Excessive Skin Exposure
Profanities
(Cannot be featured in any form, including but not limited to dialogues, gestures, monologues, and/or song lyrics)
Dangerous Behavior(s)
(Depiction of dangerous or illegal behavior)
Crime Scene(s)
(Bloody or gruesome imagery which are likely to shock or trigger viewers in extremely negative ways)
Discriminatory Content
(Hate speech against any individuals or groups)
4. Prohibited or Restricted Content
TikTok regulates the appearance of prohibited and restricted products in ad creatives. The following is a non-exhaustive list with information and examples for your reference. For more information, refer to TikTok Advertising Policies - Ad Creatives and Landing Page.
Cigarette(s)
(Display of tobacco & tobacco-related products)
Alcohol
(Display of scenes of drinking, in some regions)
Protection of Minors
Ads are not allowed to promote any inappropriate contents which involved minor in any way.
Promotion of the diagnosis, cure, mitigation, treatment or prevention of some disease, disorder or condition
Ads are not allowed to make medicinal claims to cure, heal, or prevent medical conditions or diseases that are listed.
Please contact your account manager (AMs) for the list of prohibited medical conditions.
5. Infringement Protection
Within TikTok ads, we regulate scenarios that attempt to cover an infringement of others' proprietary products. Intellectual property infringement includes, but is not limited to, copyright and trademark of music videos, logos, words, symbols, slogans, designs, etc. For more information, refer to Intellectual Property Infringement Rules for Ads.
Counterfeit Products
(Display or selling of fake or replica products)
Copyright & Trademark
Usage of third-party brands without authorization
Copyright & Trademark
Usage of third-party brands without authorization
Final Note: Ad Review Checklist
You have probably spent much of your time planning, creating, and finalizing your ad. Getting familiar with the dos and don'ts of TikTok's ad policies can help you avoid some pitfalls that may cause ad disapproval.
Before you submit your ad, don't forget to check the following:
We want to create a safe place for your brand and people to connect. Together we create the TikTok experience that inspires creativity and brings joy!