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.
Since February 2022, monetized markets in Russia and Ukraine have closed on TikTok.
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 of 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.
“Is my Product/ Service allowed on TikTok?” (Industry Entry Guidelines)
In adherence to various laws and cultures, products and services are categorised according to their industry. In TikTok, we categorise advertisers' industries under one of the following:
2.1. Prohibited Industries
A. Globally Prohibited Industries
You are advised to refer to the Industry Entry Guidelines for each industry's full, detailed information.
Animals, Animal Parts or Products
Adult Sexual Products, Services and Entertainment
Casinos & Gambling Games
Cigarettes & Tobacco Products
Counterfeiting & Piracy
Drugs and Paraphernalia
Police/ Military Gears & Equipment
Political Ads
Unsuitable Businesses, Products or Services
Unacceptable Business Practices
Weaponry and Weapon Parts
Covid-19 Ads
B. Regional Prohibited Industries - CIS
You are advised to refer to the Industry Entry Guidelines for detailed applicable regional policies for your industry.
Note: Please refer to TikTok Advertising Policies: Industry Entry – Eastern Europe to find the list of prohibited products and services.
2.2. Restricted Industries
Restricted industries are allowed in some countries or regions upon fulfilling one or more of the following condition(s):
Restricted on Age Targeting (18+/25+)
Restricted Certificates
Restricted Information
Below is a non-exhaustive list of popular industries in Belarus and Kazakhstan.
If you are advertising for one of the mentioned products/ services, it will be helpful for you to get familiar with the advertising requirements for these industries. You are advised to refer to the Industry Entry Guidelines for detailed applicable regional policies.
Industry | Requirement(s) |
|---|---|
Financial Services | For BY & KZ (credit, loan, insurance) - 18+ age targeting required. - License ID should be available. For BY - License ID should be searchable in The Unified Register of Licenses. For KZ - Local banking or financial license required. |
Healthcare & Pharmaceuticals Medical devices, institutions, OTC | For BY - 18+ age targeting required. - Approval from the Ministry of Health of Belarus required. - License ID should be searchable in The Unified Register of Licenses. For KZ - 18+ age targeting required. - License should be available in the Electronic Licensing search of the Republic of Kazakhstan. |
Social Casino Games | For BY & KZ - 18+ age targeting required. |
Dating and Live Chat Apps | For BY & KZ - 18+ age targeting required. |
Weightloss Products | For BY & KZ - 18+ age targeting required. Additionally, for dietary products: For BY: - 18+ age targeting required. - Approval from the Ministry of Health of Belarus required. |
Industries with Certificate Requirements: [Belarus and Kazakhstan]
Note:
For the blank sections, other restrictions may apply such as age restriction or information.
For sections other than those prohibited, other restrictions may apply along with the mentioned certifications below.
Industry | Belarus | Kazakhstan |
|---|---|---|
Financial Services, Internet Finance and Traditional Finance | - License (ООО or OAO) should be searchable in The Unified Register of Licenses. - Banks and non-bank credit and financial institutions should be available at List of banks. | - License for banking (AO) and other operations and activities in the securities market required. - Banking services should be registered at The Agency of the Republic of Kazakhstan for Regulation and Development of Financial Market. |
Ordinary Cosmetics | - Registration number of the declaration of conformity or License ID required. | |
Healthcare & Pharmaceuticals, OTC | - Approval of the Ministry of Health of Belarus. | - The product should register with authorities in the Republic of Kazakhstan. - OTC medicine advertising materials should be approved by the Committee for Quality Control and Safety of Goods and Services of the Ministry of Health of the Republic of Kazakhstan. |
E-commerce | - E-Commerce websites need to disclose business license ID, which should be searchable via official database. | |
Dietry supplements | - Approval of the Ministry of Health of Belarus. |
“Is my Ad Creative allowed on TikTok?” (Ad Creative Guidelines)
The guiding principles for Ad Creatives are as follow:
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 & 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. Click here for more information.
A. Consistency between Ad Creative and Landing Page
Scenario 1
Scenario 2
B. Fully Functional Landing Page
C. Usage of Appropriate Language & Currency
Market | Acceptable Languages | Acceptable Currencies |
|---|---|---|
Belarus | Belarusian, Russian | Belarusian Rouble (BYN) |
Kazakhstan | Kazakh, Russian | Kazakhstani Tenge (KZT) |
D. High Quality Video/ Image/ Audio
Scenario 1
Scenario 2
E. Grammatical and Spelling Errors
The ad contains incorrect spelling (fressh) and is non-compliant.
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 which may mislead our users due to untrue expressions or exaggerated information.
Below is a non-exhaustive list with examples for your reference. Click here for more detailed information.
A. Inconsistent Information
(Ad Creative & Landing Page display different discount rates or prices)
*Including but not limited to discounts and prices
B. Exaggerated Description
Ads can not display unsubstantiated descriptions and/or claims regarding product performance or activity results.
Disapproved - Exaggerated product effect.
Approved - Evidence backed claims and realistic product effects.
C. Financial Misrepresentation
Ads can not display exaggerated financial claims
Disapproved -
Ambiguous claims on how to get rich with no information as to how.
Exaggerated financial gain from participating in scheme/game including government schemes.
Guarantee of winning.
Approved -
Informative ads about how to benefit from public benefits without the promise of high financial gains.
No guarantee of winning.
3. Sensitive Content
Some ads may feature content that touch on 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. Click here for more detailed information.
A. Sexually Suggestive Content
(Sexually suggestive action(s) through text, gesture(s) and clothing).
B. Excessive Skin Exposure
C. Profanities
(Cannot be featured in any form, including but not limited to dialogues, gestures, monologues and/or song lyrics).
D. Dangerous Behavior(s)
(Depiction of dangerous or illegal behavior).
E. Crime Scene(s)
(Bloody or gruesome imagery which are likely to shock or trigger viewers in extremely negative ways).
F. 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. Click here for more detailed information.
A. Cigarette(s)
(Display of tobacco & tobacco-related products).
B. Alcohol
(Display of scenes of drinking, in some regions)
C. Protecting of Minors
Ads are not allowed to promote any inappropriate contents which involved minor in any way.
D. 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 condition 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.
Please visit the Help Center for more details.
A. Counterfeit Products
(Display or selling of fake or replica products).
B. Copyright & Trademark
(Usage of third-party brands without authorisation).
C. TikTok Elements
(Usage of TikTok logo or reputation without authorisation).
Final Note: Ad Review Checklist
You have probably spent much of your time planning, creating and finalizing your ad.Getting familiar with the do's and dont's of TikTok's ad policies can help you avoid some pitfalls that may cause an 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!