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:
Prohibited Industries
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
Our platform prohibits any ads that exploit the current pandemic. We also prohibit the sale of medical masks, hand sanitizers or other equivalent respirators, COVID-19 test kits, and COVID-19-related products*.
*COVID-19-related products: Subject to change depending on the COVID-19 situation. For SEA, please contact your respective Account manager for more detailed information about the Covid-19 ads policy.
Regionally Prohibited Industries - South East Asia, South Korea, and Taiwan
You are advised to refer to the Industry Entry Guidelines for detailed applicable regional policies for your industry.
Cryptocurrencies & NFT
SEA & South Korea - Cryptocurrencies & NFT belong to a dynamic Industry which may change over time; please contact local Account Managers (AMs) to get the most updated information for this industry.
Taiwan - Prohibited
Sexual Enhancement products or devices
Random Boxes
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 South East Asia, South Korea, and Taiwan.
If you are advertising for one of the mentioned product/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.
List of Key Industry Requirements in South East Asia, South Korea, and Taiwan
This section provides a brief outline of the essential industry requirements in order of. Keep in mind that other regional guidelines apply, and to contact your TikTok Sales Representatives for more details.
1. Alcoholic Beverages
Japan
20 or older age targeting
South Korea
25 or older age targeting
Provide disclaimers
Taiwan
18 or older age targeting
Provide disclaimers
Vietnam
18 or older age targeting
Alcohol must contain less than 15 alcoholic degrees
NOTE: Alcoholic Beverages is considered a Prohibited Industry for other SEA countries.
2. Animal Hospital Clinics
South Korea
Deliberation number is not needed
Taiwan and South East Asia
Contact your TikTok Sales Representative for details
3. Contraceptives
South East Asia, South Korea, and Taiwan
18 or older age targeting
4. Dating Apps
South East Asia, South Korea, and Taiwan
18 or older age targeting
5. Financial Products
South East Asia, South Korea, and Taiwan
18 or older age targeting
Approved by local authorities
KR only - Deliberation number is not needed for debit card advertisements
6. Food and Beverage
Indonesia and Malaysia
Adhere to local culture and traditions
7. Games
South East Asia, South Korea, and Taiwan
Torture games are allowed but cannot depict physical suffering and sexually suggestive content
Simulated gambling and games that do not involve money are allowed but prohibited in Vietnam
8. Healthcare and Pharmaceutical
South East Asia
Gynaecology and andrology-related products or services such as medications and trackers are subject to the following requirements (other gynecology and andrology products or services not mentioned are prohibited):
Pregnancy and ovulation test kits: 18 or older age targeting
Mentstrual and ovulation trackers or tracking apps: 18 or older age targeting
Cambodia, Indonesia, Philippines, Vietnam
Oral contraceptives, emergency contraceptives pills, morning-after pills: 18 or older age targeting
Malaysia, Singapore, Thailand
Oral contraceptives, emergency contraceptives pills, morning-after pills: Prohibited
South Korea and Taiwan
Certificates required; reviewed on a case-by-case basis
9. Infant Products
South East Asia and South Korea
Infant and young children products: Licenses required
10. Medical Devices
South East Asia
Certificates required; reviewed on a case-by-case basis
Gynaecology and andrology products or services such as supplements, medicines, and hospitals: Prohibited
South Korea and Taiwan
Certificates required; reviewed on a case-by-case basis
11. Over-the-Counter (OTC) Medicines
South East Asia
18 or older age targeting
South Korea and Taiwan
18 or older age targeting
Deliberation number must be included in the ad creative
Medicines targeted to adults only: Must be registered
12. Plastic Surgery
South East Asia
Prohibited
South Korea
18 or older age targeting
Restricted information such as deliberation number from the government
NOTE: Depiction of surgery procedures are not allowed
Taiwan
18 or older age targeting
Restricted certificates
13. Stocks or Trading
South East Asia and South Korea
18 or older age targeting
License and/or certificate
14. Traditional and Internet Finance
South East Asia
18 or older age targeting
License and/or certificate
South Korea and Taiwan
Contact your TikTok Sales Representative for details
15. Weight Loss Products
South East Asia
Weight loss products, spas, and hospitals such as fat burning products, metabolism improvement products: Prohibited
South Korea and Taiwan
License and/or certificate
16. P2P Loans
South East Asia and South Korea
Contact your TikTok Sales Representative for details
NOTE: P2P Loans belong to a dynamic industry that may change and vary in each market over time
17. Non-governmental Organisations (NGO) or Nonprofit Organisations (NPO)
South East Asia
Certificates
Contact your TikTok Sales Representative for the latest information required
18. Fertilizers and Pesticides
South East Asia
General business license
Industry | Requirement(s) |
|---|---|
1. Alcoholic Beverages * for South Korea (KR), Taiwan (TW) Vietnam (VN)) | For TW & KR (KR - Low alcohol content only): - Alcohol must be targeted to 18+ audience & provide disclaimers For VN Market only: - Alcohol must target 18+ audience, and only alcohol with less than 15 alcoholic degrees is allowed *considered as Prohibited industry for other SEA countries |
2. Animal Hospital Clinics for South Korea (KR) | For KR: - Deliberation number is no longer needed to advertise for animal hospital clinics For SEA & TW: - Contact your local Account Managers (AMs) for detailed information |
3. Contraceptives for SEA, South Korea (KR) and Taiwan (TW) | - 18+ age targeting - Other regional guidelines apply |
4. Dating Apps for SEA, South Korea (KR) and Taiwan (TW) | - 18+ age targeting - Other regional guidelines apply |
5. Financial Products for SEA, South Korea (KR) and Taiwan (TW) | For KR & TW: - 18+ age targeting for all type of financial products/services - Approved by local authorities - Only for KR - Deliberation number is no longer needed for debit card advertisements *Contact your local Account Managers (AMs) for detailed information For SEA: - 18+ age targeting, exclude some financial products/services - Approved by local authorities *Contact your local Account Managers (AMs) for detailed information |
6. Food & Beverage for Indonesia (ID) and Malaysia (MY) | Ads for food must respect and adapt to local culture and traditions |
7. Games for SEA South Korea (KR) and Taiwan (TW) | 18+ age targeting for: 1. Torture game (not allowed: physical suffering & sexually suggestive) 2. Simulated gambling, no money involved (Prohibited in VN) |
8. Healthcare & Pharmaceutical for SEA, South Korea (KR) and Taiwan (TW) | Requires certificate and reviewed case by case. For SEA Gynaecology and Andrology related products, medications and trackers are subject to the following requirements: - Pregnancy and ovulation test kits: 18+ age targeting - Mentstrual and ovulation trackers or tracking apps: 18+ age targeting - Oral contraceptives / emergency contraceptives pills / morning after pills: (i) Prohibited for Singapore (SG), Malaysia (MY) and Thailand (TH) (ii) 18+ age targeting for Philippines (PH), Cambodia (KH), Vietnam (VN) and Indonesia (ID) - Other gynecology/andrology products/services that are not listed above are considered prohibited. |
9. Infant Products for SEA South Korea (KR) | Infant and young children products need licenses |
10. Medical Devices for SEA, South Korea (KR) and Taiwan (TW) | Requires certificate and reviewed case-by-case *For SEA Gynecology and Andrology product (including supplementary, medicine and hospital) is Prohibited |
11. OTC Medicines for SEA, South Korea (KR) and Taiwan (TW) | For KR & TW: - Only medicine targeting to adult need to be registered, 18+ age targeting and provide deliberation number in ad creative - Otherwise no restriction For SEA: - 18+ age targeting *Contact your local Account Managers (AMs) if your product is categorized as OTC medicine for more detailed information. |
12. Plastic Surgery for SEA, South Korea (KR) and Taiwan (TW) | For KR: - Restricted Information (deliberation number from government) - 18+ targeting (no surgery procedure showing in ad) For TW: Restricted certificates with 18+ age targeting For SEA: Prohibited |
13. Stock/ Trading for SEA and South Korea (KR) | - 18+ age targeting - need license/certificate |
14. Traditional & Internet Finance for SEA, South Korea (KR) and Taiwan (TW) | For KR & TW: - Need to reach out to local Account Managers (AMs) for detail Information For SEA: - Need certificates/ licenses - Age targeting 18+ |
15. Weight Loss Products for SEA, South Korea (KR) and Taiwan (TW) | For KR & TW: - Need certificates/ licenses For SEA: Weight loss products/spa/hospital are Prohibited, including but not limited to weight loss, fat burning, and metabolism improvement products. |
16. P2P Loan for SEA and South Korea (KR) | P2P Loan belongs to a dynamic industry that may evolve differently in each market over time. *Please contact your local Account Managers (AMs) to get the most updated information for this industry. |
17. Nongovernmental Organization (NGO)/ Nonprofit Organization (NPO) for SEA | Certificates are strictly required for this industry. Please contact local Account Managers (AMs) to get the most updated certificate information required for this industry. All Ads must follow our Ad Creatives Policies (Business Help Center). All Landing Pages must contain transparency report / annual accountability report. |
18. Fertilizers and Pesticides for SEA | General Business License required. |
Industries with Certificate Requirements: South East Asia, South Korea, and Taiwan
Accounting and Taxation
Country | Certificate Requirements |
|---|---|
Cambodia | No certificate required |
Indonesia | PSE certificate (Tanda Daftar Penyelenggara Sistem Elektronik) |
Malaysia | No certificate required |
Philippines | No certificate required |
Singapore | Register as a Business Entity with Accounting and Corporate Regulatory Authority (ACRA) |
South Korea | Prohibited |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | No certificate required |
Vietnam | No certificate required |
Banking
Country | Certificate Requirements |
|---|---|
Cambodia | National Bank of Cambodia online license |
Indonesia | Otoritas Jasa Keuangan (OJK) license |
Malaysia | Financial Services Act (FSA) or Islamic Financial Services Act (IFSA) license |
Philippines | Securities and Exchange (SEC) or Bangko Sentral ng Pilipinas (BSP) certificate |
Singapore | Capital Markets Services (CMS) license |
South Korea | Contact your TikTok sales representative certificate requirements. |
Taiwan | Contact your TikTok sales representative certificate requirements. |
Thailand | Bank of Thailand (BOT) license |
Vietnam | State Bank of Vietnam (SBV) license |
Cosmetics
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) license |
Indonesia | Badan Pengawas Obat dan Makanan (BPOM) license |
Malaysia | No certificate required |
Philippines | Food and Drug Administration (FDA) license |
Singapore | Health Sciences Authority (HSA) license |
South Korea | No certificate required |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | No certificate required |
Vietnam | Ministry of Health (MOH) Cosmetic license |
Covid-19 Test
Country | Certificate Requirements |
|---|---|
Cambodia | Prohibited |
Indonesia | - At-home self-test kits: Authorization from the FDA for the product - In-person testing service (ART or PCR): Registration with the respective regional government database |
Malaysia | - At-home self-test kits: Authorization from the FDA for the product - In-person testing service (ART or PCR): Registration with the respective regional government database |
Philippines | - At-home self-test kits: Authorization from the FDA for the product - In-person testing service (ART or PCR): Registration with the respective regional government database |
Singapore | - At-home self-test kits: Authorization from the FDA for the product - In-person testing service (ART or PCR): Registration with the respective regional government database |
South Korea | Prohibited |
Taiwan | Prohibited |
Thailand | - At-home self-test kits: Authorization from the FDA for the product - In-person testing service (ART or PCR): Registration with the respective regional government database |
Vietnam | - At-home self-test kits: Authorization from the FDA for the product - In-person testing service (ART or PCR): Registration with the respective regional government database |
Dietary Supplements or Supplementary Food
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) license |
Indonesia | Badan Pengawas Obat dan Makanan (BPOM) license |
Malaysia | No certificates required |
Philippines | Food and Drug Administration (FDA) license |
Singapore | Health Sciences Authority (HSA) license |
South Korea | |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Food and Drug Administraion (FDA) license |
Vietnam | FDA Dietary Supplement & Milk Advertising license |
E-Commerce
Country | Certificate Requirements |
Cambodia | No certificate required |
Indonesia | No certificate required |
Malaysia | No certificate required |
Philippines | No certificate required |
Singapore | No certificate required |
South Korea | Fair Trade Commission (FTC) business license number |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | No certificate required |
Vietnam | No certificate required |
Fertilizers and Pesticides
Country | Certificate Requirements |
|---|---|
Cambodia | General business license |
Indonesia | - General business license - Registration number from Ministry of Agriculture (MOA) for the relevant product |
Malaysia | General business license |
Philippines | - General business license - Proof of registration with the Fertilizer and Pesticide Authority (FPA) of products - Fertilizer and Pesticide Authority (FPA) license for the selling and marketing of products |
Singapore | General business license |
South Korea | Prohibited |
Taiwan | Prohibited |
Thailand | General business license |
Vietnam | - General business license - Certification of Advertisement Content issued by the competent state agency such as The Department of Agriculture and Rural Development |
Games
Country | Certificate Requirements |
|---|---|
Cambodia | No certificate required |
Indonesia | No certificate required |
Malaysia | No certificate required |
Philippines | No certificate required |
Singapore | No certificate required |
South Korea | |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | No certificate required |
Vietnam | Mimic Gambling: Prohibited |
Genetic Testing
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) registration |
Indonesia | Ministry Of Health (MOH) registration |
Malaysia | - Device: Medical Device Authority registration - Ad creative: Medical Device Advertising Regulations registration |
Philippines | - Certificate of Medical registration - Food and Drug Administration (FDA) registration |
Singapore | - Clinical testing: Health Sciences Authority (HSA) registration - Non-clinical testing: Registration not required |
South Korea | Prohibited |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Registration with the Department of Health Service Support - Ministry Of Health |
Vietnam | - Clinical testing: Registration not required - Class C self-test kits and devices: Ministry of Health approval |
Gynaecology and Andrology
Country | Certificate Requirements |
|---|---|
Cambodia | - Pregnancy or ovulation test kits: Licensed or advertisement permit by the Ministry of Health (MOH) - Menstrual or ovulation trackers or tracking apps: License or advertisement permit by the Ministry of Health (MOH) - Oral contraceptives, emergency contraceptive pills, or morning-after pills: Licensed or advertisement permit by the Ministry of Health (MOH) - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
Indonesia | - Pregnancy or ovulation test kits: Distribution license from the Ministry of Trade and approval from the Ministry Of Health (MOH) - Menstrual and ovulation trackers or tracking apps: Distribution license from Ministry of Trade and approval from the Ministry Of Health (MOH) - Oral contraceptives, emergency contraceptive pills, or morning-after pills: Indonesian National Agency of Drug and Food Control approval and distribution license - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
Malaysia | - Pregnancy or ovulation test kits: Medical Device Authority (MDA) approval - Menstrual and ovulation trackers or tracking apps: License not required - Oral contraceptives, emergency contraceptive pills, or morning-after pills: Prohibited - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
Philippines | - Pregnancy or ovulation test kits: Food and Drug Administration (FDA) registration and a license to operate (LTO) - Menstrual and ovulation trackers or tracking apps: Food and Drug Administration (FDA) registration and a license to operate (LTO) - Oral contraceptives, emergency contraceptive pills, or morning-after pills: Food and Drug Administration (FDA) registration and a license to operate (LTO) - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
Singapore | - Pregnancy or ovulation test kits: Approval from Director of Medical Services (Ministry of Health) and the Health Sciences Authority (HSA) - Menstrual and ovulation trackers or tracking apps: License not required - Oral contraceptives, emergency contraceptive pills, or morning-after pills: Prohibited - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
South Korea | Prohibited |
Taiwan | Prohibited |
Thailand | - Pregnancy or ovulation test kits: Food and Drug Administration (FDA) license - Menstrual and ovulation trackers or tracking apps: Food and Drug Administration (FDA) license. - Oral contraceptives, emergency contraceptive pills, or morning-after pills: Prohibited - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
Vietnam | - Pregnancy or ovulation test kits: License not required - Menstrual and ovulation trackers or tracking apps: License not required - Oral contraceptives, emergency contraceptive pills, or morning-after pills: License not required - Other gynaecology, andrology products or services not previously mentioned: Prohibited |
Hand Sanitizer
Country | Certificate Requirements |
|---|---|
Cambodia | Subject to prior permit from the Ministry of Health (MOH) |
Indonesia | Ministry of Health (MOH) registration |
Malaysia | Proof of product registration and Medicine Ads Board approval |
Philippines | Food and Drug Administration (FDA) license |
Singapore | - Health Sciences Authority (HSA) permit - Permit number must be displayed |
South Korea | Ministry of Food and Drug Safety of the Republic of Korea (MFDS) registration |
Thailand | No certificate required |
Taiwan | - FDA and Deliberation number - General hygiene sanitizer: Allowed |
Vietnam | - Manufacturer declaration of eligibility and registration for circulation (Certificate of Sale Registration) Issued to product owner (or rep office if owner is foreign trade) or organization that applies for registration on its behalf |
Internet Banking and Services
Country | Certificate Requirements |
|---|---|
Cambodia | National Bank of Cambodia online license |
Indonesia | OJK License or Bappebti certificate (investment app) |
Malaysia | Financial Services Act (FSA) or Islamic Financial Services Act (IFSA) license or in the List of Securities Commission |
Philippines | Securities and Exchange (SEC) or Bangko Sentral ng Pilipinas (BSP) certificate |
Singapore | Capital Markets Services (CMS) license |
South Korea | No certificate required |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Bank of Thailand (BOT) license or Securities and Exchange (SEC) license |
Vietnam | State Bank of Vietnam (SBV) license |
Milk Powder or Baby Food
Country | Certificate Requirements |
|---|---|
Cambodia | Prohibited for products targeting age 12 months or under |
Indonesia | - Badan Pengawas Obat dan Makanan (BPOM) license - Prohibited for products targeting age 12 months or under |
Malaysia | Prohibited for products targeting age 36 months or under |
Philippines | Prohibited for products targeting age 24 months or under |
Singapore | Prohibited for products targeting age 6 months or under |
South Korea | Prohibited for products targeting age 12 months or under |
Taiwan | Prohibited for products targeting age 12 months or under Contact your TikTok sales representative certificate requirements |
Thailand | - Food and Drug Administraion (FDA) license - Prohibited for products targeting age 12 months or under |
Vietnam | - FDA Dietary Supplement & Milk advertising license - Prohibited for products targeting age 6 months or under |
Medical Institutions
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) medical institution license |
Indonesia | Ministry of Health (MOH) registration - Hospital Establishment license |
Malaysia | Private Healthcare Facilities and Services Act (PHFSA) license |
Philippines | |
Singapore | Private Hospitals and Medical Clinics Act (PHMCA) license |
South Korea | No certificate required |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Pre-approval from the Department of Health Service Support (DoHSS), Ministry of Public Health, Thaliands |
Vietnam | Ministry of Health (MOH) - Medical Institution license |
Medical Devices
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) medical institution license |
Indonesia | Ministry of Health (MOH) - Directorate General of Pharmaceuticals and Medical Devices license |
Malaysia | Medical Device Authority (MDA) license |
Philippines | |
Singapore | Private Hospitals and Medical Clinics Act (PHMCA) license |
South Korea | Ministry of Food and Drug Safety of the Republic of Korea (MFDS) |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Food and Drug Administraion (FDA) license |
Vietnam | Ministry of Health (MOH) Medical Device license |
Medical Mask
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) registration |
Indonesia | Ministry of Health (MOH) registration |
Malaysia | Medical device has to be registered + Ads to obtain Authority's approval |
Philippines | Food and Drug Administration (FDA) market authorization CMDR may only be obtained by licensed entities (LTO from FDA) |
Singapore | No certificate required |
South Korea | Ministry of Food and Drug Safety of the Republic of Korea (MFDS) |
Taiwan | - Food and Drug Administration (FDA) - Deliberation number in the ad creative |
Thailand | Food and Drug Administration (FDA) license |
Vietnam | - Register with the Department of Health - Import permit or Certificate of Free Sale |
Non-Governmental Organization (NGO) and Non-Profit Organization (NPO)
Country | Certificate Requirements |
|---|---|
Cambodia | Contact your TikTok sales representative certificate requirements |
Indonesia | Contact your TikTok sales representative certificate requirements |
Malaysia | Contact your TikTok sales representative certificate requirements. |
Philippines | Contact your TikTok sales representative certificate requirements |
Singapore | Contact your TikTok sales representative certificate requirements |
South Korea | N/A |
Taiwan | N/A |
Thailand | Contact your TikTok sales representative certificate requirements |
Vietnam | Contact your TikTok sales representative certificate requirements |
Over-the-Counter (OTC) Medicines
Country | Certificate Requirements |
|---|---|
Cambodia | Ministry of Health (MOH) license |
Indonesia | Badan Pengawas Obat dan Makanan (BPOM) license |
Malaysia | Medicine Advertisements Board (MAB) license |
Philippines | Food and Drug Administration (FDA) license |
Singapore | No certificate required |
South Korea | |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Food and Drug Administration (FDA) license |
Vietnam | Drug Administration of Vietnam (DAV) license |
Stock Trading Investments
Country | Certificate Requirements |
|---|---|
Cambodia | Allowed without specific requirements |
Indonesia | Otoritas Jasa Keuangan (OJK) license |
Malaysia | Securities Commission Malaysia (SC) |
Philippines | Securities and Exchange (SEC) license |
Singapore | Monetary Authority of Singapore (MAS) |
South Korea | |
Taiwan | Contact your TikTok sales representative certificate requirements |
Thailand | Securities and Exchange (SEC) license |
Vietnam | State Securities Commission of Vietnam (SSC) - Securities trading license |
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. Click here for more information.
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 an 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. Click here for more detailed information.
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).
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. Click here for more detailed information.
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. Click here for more detailed information.
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. Please visit the Help Center for more details.
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!