Before getting started: TikTok Advertising Policies - Ad Creatives apply to all of TikTok's paid advertising products.

1. Overview

Advertisers on TikTok are responsible for their ads. This means complying with all applicable laws, rules and regulations that apply to the targeted regions (including any advertising codes, such as the CAP Non-broadcast Code in the UK), creating and promoting honest, safe, and respectful ads. Additionally, advertisers must also comply TikTok's Terms of Service and Community Guidelines, and all of TikTok's policies found in our Business Help Center governing the use of our services. We strive to keep up with changing times and regulations, and we are committed to providing a better user experience when viewing TikTok Ads. Please check back often for the latest updates on our advertising policy requirements. 

2. General Information

2.1 Understanding Our Policies 

TikTok Advertising Policies are largely categorized into two sections.

TikTok Advertising Policies - Industry Entry  information about the types of products and services that can be advertised through TikTok Ads. Please take a moment to review if the products or services that you intend to promote are acceptable in the desired target region.

TikTok Advertising Policies - Ad Creatives sets out the types of advertising content that is prohibited or restricted on our platform. Please take a look at this article for matters relating to Intellectual Property Infringement Rules for Ads.

These policies serve as a guideline to review the eligibility of an advertisement placed with us by advertisers. 

2.2 Ad Review Process

As part of the TikTok Ads review process, we take the following into consideration:

• Eligibility of the promoted product or services

  • Ad creative which includes:

  • Caption or text

  • Images or visual content

  • Audio content

  • Any other content that forms part of the ad creative that would be published to target audience

• Targeted region and age group

• Congruence between ad creative and landing page

• Functionality and eligibility of landing page

In order for your TikTok Ads to run smoothly and successfully on our platform, it is important for your business and ad creative to be compliant with all of our policies. 

While some TikTok Ads might take longer than usual for the review process to complete, most TikTok Ads are reviewed within 24 hours. You will receive a notification once your TikTok Ads have been approved and published. If the ad is rejected and there are changes that can be made to help publish your ad, you will be notified as well, through Ad Group in the TikTok Ads Manager platform.

2.3 Actions to Take if Rejected

Edit & Submit

If your TikTok Ads have been rejected due to non-compliance with our policies, you may look into the details of the disapproval. Then, you can edit your TikTok Ads and submit them for review.

To edit your TikTok Ads:

1. Go to your TikTok Ads Manager dashboard>Notifications and check the details of rejection. It will be shown in your Ad Group as suggestions.

2. Recreate or amend your TikTok Ads with the information in the received notification. Find out how to edit your TikTok Ads in this page Edit Ad Setting

3. Remember to Save your amendments. Once saved, your TikTok Ads will be submitted for review.

File an appeal or get help

If you cannot edit your TikTok Ads or feel it was mistakenly rejected, you may request a review of the decision by clicking into Advertiser Support. 

You can find it in the top-right or bottom-right corner of your TikTok Ads Manager dashboard, look for the "?" question mark symbol. Feel free to reach out to us if you have any questions or need any help regarding your TikTok Ads.

Final Note: Please take a look at this article for more information on the Review Status of your TikTok Ads.