TikTok Ad after Conversion Experience (ACE) policies
Last updated, May 2024

1. Understanding ACE Policies

Context

TikTok Advertising aims at maximizing value for people and businesses. We are committed to providing the user a better After Conversion Experience on TikTok. That's why Advertisers on TikTok should be responsible for their ads and business activity. Hence, please comply with the guidelines on this page and check back often for the latest updates.


Additionally, TikTok cherishes the relationship with advertisers and customers, and for the protection of the advertiser's reputation, we will collect feedback from people who make purchases across our Platform. We share this feedback to help you better understand how your business meets customer expectations.


If an advertiser receives a significant amount of negative feedback, we may consider all ads from this advertiser as lower quality, or the advertiser is suspicious of bad intentions. If in cases where feedback indicates an advertiser isn't complying with our ACE policy, the account may lose its ability to advertise. Learn more from "How User Feedback may Impact your Ads", and "Suggestions on Maintaining a Healthy ACE Score".

2. How User Feedback may Impact your Ads

Enforcement Policy

TikTok cherishes user experience, so we will collect a variety of feedback, such as information from surveys and interactions between people and businesses. These experiences will ultimately reflect the performance of your account, which in turn can affect your ability to advertise on TikTok.


If you violate any of these requirements, act in a manner directly counter to TikTok’s purpose or principles, or otherwise act in a way potentially harmful to TikTok or its users, we may take some or all of the enforcement actions outlined below — depending on the context, severity, and history of violative behavior:

  • Pause ads exposure while it is awaiting removal.

  • Require you to remove violative content.

  • Reject the Ad.

  • Ad delivery restriction. ( flow control)

  • Suspend your Ad account.

  • Pause or permanently revoke your access to TikTok’s Advertising features.


3. Appeal Guidelines

If your account is restricted or suspended and you believe it shouldn't, you could raise an Appeal Request through "Account Review" in TikTok Business Support [CTA of 雅典娜], or reach out to your account manager.


Please provide necessary evidence based on below Appeal Guidelines to unblock your account:

Violation Category

Category

Evidence

Evidence Volume Requirement

Description / Guidelines for assessment

Delivery Issue

Shipment Proof

Shipping list / delivery proof

Provide past 30-day's shipping list, or at least 10 orders' logistics tracking info. *Only 1 order proof is not sufficient. * Shipping data must prior to punishment data.

Must contain traceable logistics information to check the place of shipment & receivers' place and description of goods being shipped. The status of logstic must further than "the goods has been accepted by carrier".

Delivery Issue

Shipment Proof

Shipping list / delivery proof

Provide past 30-day's shipping list, or at least 10 orders' logistics tracking info. *Only 1 order proof is not sufficient. * Shipping data must prior to punishment data.

Must contain recognizable business name and item sold

Delivery Issue

Shipment Proof

Order tracking number / shipment number

Provide past 30-day's shipping list, or at least 10 orders' logistics tracking info. *Only 1 order proof is not sufficient. * Shipping data must prior to punishment data.

Shipping place and shipping goods must match with the punishment. Eg. An adv sold A product and B product, target X country and Y country. If the adv was punished by A+X, the evidence must for A+X.

Delivery Issue

Shipment Proof

Order tracking number / shipment number

Provide past 30-day's shipping list, or at least 10 orders' logistics tracking info. *Only 1 order proof is not sufficient. * Shipping data must prior to punishment data.

Verify with the following URLs if the ID provided is valid

-Global:

https://t.17track.net/en#nums=UF416441704YP


- Mailing service in BR:

https://rastreamento.correios.com.br/app/index.php

Delivery Issue

Productivity Proof

Proof of manufacturing


- Factory or supplier's detailed information (e.g. warehouse address and contact)

- Proof of manufacturing certificate

- Purchase invoice of inventory from factory or supplier

- Logistics number for transportation of goods from supplier to own warehouse

Delivery Issue

Productivity Proof

Video of stock / inventory

Provide at least 10 seconds video of stock / inventory. * Only picture is not sufficient.( easy to cheat)

Must contain recognizable business name and item sold

Delivery Issue

Productivity Proof

Video of stock / inventory

Provide at least 10 seconds video of stock / inventory. * Only picture is not sufficient.( easy to cheat)

Proof of purchase / Purchase certificate (Only for electronic goods e.g. Phone, Laptop, Camera)

Delivery Issue

Productivity Proof

Video of stock / inventory


Must show at least one piece of unwrapped item in stock (Only for non-electronics e.g. Clothes, Accessories, Cosmetics, Toys)

Data Theft

Proof of keep promise

/


(most of the business models related to "too good to be true") Proof of the advertiser keeps promise of ad promotion, such as high value giveaway. Provide at least 10 orders of high value giveaway deliver information.

Body Harm

Product certificate

/


Provide quality certification for the goods sold, which should be issued by state/country/global official institution.

4. Suggestions on Maintaining a Healthy ACE Account

Here are some best practices for setting customer expectations:

  • Be clear about what you're selling or offering[Delivery Inconsistency]

    • Pictures, videos and all other ad creatives should accurately represent what's being sold. Ensure dimensions, sizes, materials and all other aspects of your product delivered to customers are accurately matched with the ad stated.

    • If you're sourcing goods from suppliers, ensure you maintain quality control and that the goods are shipped on time and as stated on your ad and landing page.

  • Set clear expectations for shipping[Non Delivery]

    • Door-to-door shipping time should be accurately conveyed to the user. The shipping information should take processing times, item availability, shipping costs into consideration.

    • If possible, provide tracking information about shipments so that the customers can track their packages.

  • Provide necessary customer service

    • Disclose return, refund and exchange policies advertised on your website.

    • If you're operating in a different time zone than your customers, be clear about how long it takes to reply back to customer inquiries.

  • Follow rules for business activity-based Advertising [General Fraud, Data Theft, Body Harm]

    • Advertisers shall not include misleading or fraudulent information in the advertisements. We encourage transparent and ethical advertising.

    • The advertisements shall not violate data protection laws or regulations.

    • The advertisements shall not feature sensitive content which may lead to adverse impact on the platform.


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