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 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 categorized according to their industry. In TikTok, we categorize 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
B. Regional Prohibited Industries
You are advised to refer to the Industry Entry Guidelines for detailed applicable regional policies for your industry.
Ads promoting alcoholic beverages (wine, beer, spirits, etc.) alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events.
Ads promoting single securities or other tradable financial, credit repair services, P2P loans, payday loans, P2P money management (not to be confused with P2P payments), bail bonds, debt assistance or relief programs, complex investment products, get rich schemes, pyramid schemes (including non-financial pyramid schemes) and multi-level marketing recruitment, penny auctions, trading of precious metals, pawnbroker loans, binary options, unaccredited digital banks that perform any traditional bank-like function, initial coin offerings, crypto ATMs, or crypto mining devices cannot be advertised on the platform.
Ads that promote lotteries, bingo, poker, or simulated gambling, or casinos.
Ads promoting weight loss/management fasting products or services.
Ads promoting weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss or detox teas or lollipops).
USA: Invasive cosmetic procedures such as rhinoplasty, face/lip fillers and microdermabrasion cannot be advertised on the platform.
Ads promoting the following dating services are prohibited: infidelity, international brides or brides-by mail, sexual encounters or an exchange in terms of income/compensation (including goods or services) or other transactional companionship, dating focused on large age gaps or sugar-daddy/sugar-mommy/sugar-partner apps; aggregated landing pages featuring ads or promotion for other dating sites are currently prohibited.
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 North America.
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) |
|---|---|
Minor Safety | - Ads for products or services that are specifically intended for minors, such as toys and clothing, are restricted and should only target audiences 18 years and older. |
Financial Services | - Ads related to the exchange, management, or investment of funds (fiat or virtual) must comply with applicable laws, regulations, licensing obligations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator and/or third-party accreditations or certifications. Ads may only target 18+ and must include proper disclaimers. - Ads related to the loans must comply with applicable laws, regulations, licensing obligations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator and/or third-party accreditations or certifications. Ads may only target 18+ and must include proper disclaimers. - Ads related to cryptocurrency/virtual currencies, including trading and advisory platforms, must comply with all applicable laws, regulations, and licensing requirements. Individual coins may be promoted by approved trading platforms. Ads may only target 18+ and must include proper disclaimers. - Ads must not imply that NFTs are a form of investment or can be traded in the market. Ads must comply with all applicable laws, regulations, and licensing requirements. Ads may only target 18+ and must include proper disclaimers. |
Pharmaceuticals, Healthcare, Medicine | - Ads for pharmaceuticals, healthcare, and medicines must target 18+ users and comply with local laws of the target country. Over-the-counter or prescription drugs must be approved by the regional regulating authority and may not contain misleading or inaccurate claims. We do allow advertisements for brick-and-mortar pharmacies and online pharmacies that are certified by a third-party licensing organization such as the NABP or LegitScript in the US or regional equivalent in Canada. Proof of licensing may be necessary for approval (FDA for the US, Health Canada for Canada). |
Dating Applications or Services | - Ads that promote dating applications, products or services focused on generating connections between people who are interested in romance, casual relationships, or friendship must target 18+. Such ads must not be overtly sexual or reference transactional companionship or cheating, etc. Dating ads should not be sexually suggestive in nature (e.g. focusing on bodies, sexual language or innuendo, etc.) |
Media & Entertainment | - Ads that promote films, TV-shows, or games must not contain profanity and crude language; sexually suggestive language or images; graphic violence or shocking content or drug use. |
Legal Services | - Ads related to legal services (Law Firms, Independent Lawyers, Pro Bono Lawyers) may only target 18+ and must comply with applicable laws, regulations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator. Criminal Law, Immigration Law, Employment Law, Real estate Law, Class Actions, Family Law, Cases involving children (e.g. child abuse, child custody), Personal injury lawsuits are not allowed on the platform. - Legal products and services are allowed on the platform and must comply with applicable laws, regulations, and industry requirements. Legal products are strictly forbidden from promoting content related to prohibited industries. |
Shopping Rewards | - Ads that promote shopping rewards, which are proactively sought by users, must target 18+. |
Fantasy Sports and Daily Fantasy Sports | - Advertisers may run ads on the platform with TikTok's explicit permission. They need to be working with a TikTok sales representative and they must comply with all applicable laws and regulations. These are subject to change. Other restrictions may apply. |
Sportsbook | - Advertisers may run ads on the platform with TikTok's explicit permission. They need to be working with a TikTok sales representative and they must comply with all applicable laws and regulations. These are subject to change. Other restrictions may apply. |
Industries with Certificate Requirements:
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 | US | CA |
|---|---|---|
Healthcare & Pharmaceuticals | - FDA certification for Prescriptions, medical devices and some OTCs | - Health Canada certification for Prescriptions, medical devices and some OTCs |
Healthcare & Pharmaceuticals | - Legitscript or similar regional certification for pharmacies | - Legitscript or similar regional certification for pharmacies |
Bank Accounts | - FDIC (state banks) | - OSFI (banks and federally regulated credit unions) - For provincial credit unions: Alberta, British Columbia, Manitoba, Atlantic Canada (New Brunswick, Newfoundland and Labrador, Prince Edward Island and Nova Scotia), Ontario, Quebec, Saskatchewan, Nunavut, Northwest Territories, Yukon |
Debit Cards | - Licensed bank account providers can offer a debit card - see licensing requirements for Bank Accounts | - Licensed bank account providers can offer a debit card - see licensing requirements for Bank Accounts. - The cards cannot have both debit and credit option |
Third Party Payments | - FinCen license possible but not always required | - Fintrac license possible but not always required |
Loans/credit cards |
“Is my Ad Creative allowed on TikTok?” (Ad Creative Guidelines)
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 & 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
All languages are permitted to advertise in NA in creatives and landing pages. However, Advertisers must set proper language targeting during ad submission.
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. Absolute Terms
*Subjected to evidence provided on such claims or clear disclaimer(s).
B. 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 some regions)
C. Protecting of Minors
Ads promoting any inappropriate content involving minors are not allowed.
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 authorization)
C. TikTok Elements
(Usage of TikTok logo or reputation 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!