Best practices for TikTok's Ad Quality Guidelines

TikTok's Ad Quality Guidelines are standards for ensuring a positive, responsible and high-quality user experience for people who receive your ads. Violations to Ad Quality Guidelines may not cause your ad to be rejected or lead to an account suspension, unless the issue is severe enough to pose a risk to our community or platform.

Best practices for TikTok's Ad Quality Guidelines

To help create the highest quality ads, follow these best practices for each of TikTok's Ad Quality Guidelines:

Don't make malicious comparisons: Avoid direct comparisons with other brands that belong to a similar category to yours. For example:

• Do: This product is cheaper than leading brands!

• Don't: This product is % cheaper on our website than our competitor, Company XYZ's website.

Learn more about TikTok's Ad Quality Guidelines for malicious comparisons.

Avoid exploitative content: Maintain positive and non-exploitative ad experiences, and avoid sympathy-based marketing tactics. For example:

• Don't: Your purchase will help pay for my grandfather's medical expenses.

Learn more about TikTok's Ad Quality Guidelines for exploitative content.

Don't promote objectionable behavior: Avoid ad content that depicts socially irresponsible behavior, including littering, dangerous pranks or offensive language.

Learn more about TikTok's Ad Quality Guidelines for objectionable behavior.