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 [METAP]
METAP: Oman, Bahrain, Qatar, Kuwait, Saudi Arabia, UAE, Egypt, Morocco, Lebanon, Jordan, Iraq, Turkey, South Africa, and Pakistan.
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 in METAP
You are advised to refer to the Industry Entry Guidelines for detailed applicable regional policies for your industry.
Live Chat Apps in Pakistan: Please be aware that Live Chat Apps are prohibited in Pakistan.
Dating Apps in METAP: Dating Apps are prohibited in METAP. South Africa is the only exception where dating apps are allowed with restrictions.
Massage Services: Massage Services are prohibited in METAP (excluding ZA) with the exception of spas in hotels and wellness resorts.
Pyramid Schemes and Multi Level Marketing (MLM): Pyramid Schemes and MLM are prohibited in METAP.
Weight Loss Claims: We prohibit advertisements that promote weight loss or weight management products and services in METAP.
Unhealthy Relationship with Food or Exercise: We do not allow ads promoting unhealthy relationships with food or exercise in METAP.
Body Image: We strictly prohibit ads that have the potential to negatively impact a user's body image in METAP.
Pharmacies in Turkey and Lebanon: Please be aware that ads from Pharmacies are prohibited in Turkey and Lebanon.
Over the Counter Medication (OTC): OTC medication is prohibited from advertising in Turkey.
Prescription Only Medication (POM): POM is prohibited from advertising across METAP.
Food Supplements in Lebanon: Food supplements are prohibited in Lebanon.
Baby Formula:
Baby formula for under the age of two is prohibited across METAP.
Baby formula for above the age of two is prohibited in Lebanon and South Africa only.
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+)
Restricted Certificates
Restricted Information
Below is a non-exhaustive list of popular industries in METAP.
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) |
|---|---|
Cosmetic Products in METAP | Medical/Cosmetic Claims: Ad Creatives should not make medical claims to treat, cure, heal, or prevent any medical condition. Exceptions: - Licensed OTC medicine - Medical Institutions - Approved charity/educational health campaigns Medical claims that appear on the Landing Page of cosmetic products will not trigger OTC guidelines. However, medical claims to treat serious illnesses (Cancer, HIV, etc.) or make exaggerated claims will still be controlled on both ad creative and landing page. |
Live Chat Apps (excluding Pakistan) | Require 18+ age targeting. |
Dating Apps in South Africa ONLY | Require 18+ age targeting. |
Healthcare and Pharmaceutical Products | Most healthcare and pharmaceutical products will require 18+ age targeting. |
Financial Services | Most Financial Services will require 18+ age targeting. |
Energy Drinks | Require 18+ age targeting. |
Industries with Certificate Requirements in METAP
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 | METAP |
|---|---|
Real Estate | Advertisers must comply with relevant laws and regulations and be licensed by regional authorities. |
Education | Advertisers must comply with relevant laws and regulations and be licensed by regional authorities. |
Financial Services (Banking, Investment, etc) | Advertisers must comply with relevant laws and regulations and be licensed by regional authorities. |
Nonprofit/NGO | Advertisers must comply with relevant laws and regulations and be licensed by regional authorities. |
Medical Institution | Advertisers are responsible for ensuring that their advertising follows local laws and regulations, including meeting disclosure requirements around usage and safety. Proof of licensing will be necessary for approval and in some countries proof of license to advertise. In order to be approved, it is important to be aware that some products may be subject to additional restrictions. |
Pharmaceuticals, Medicines, Food Supplements, Medical Devices | Ads for medicines, healthcare, medical devices over-the-counter, non-prescription medicines and food supplements, where not prohibited, must be approved by the regional regulating authority. |
“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. High Quality Video/ Image/ Audio
Scenario 1
Scenario 2
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. Before-and-After
(Comparison of products effects in one frame/scene or within same video duration.)
*Subjected to evidence provided on such claims or clear disclaimer(s). +
B. Malicious Comparison
C. Inconsistent Information
(Ad Creative & Landing Page display different discount rates or prices)
*Including but not limited to discounts and prices.
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 METAP)
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!