Ad Format and Functionality
Last updated, July 2024

Principle

At TikTok, we strive to provide our users with a positive experience by requiring that advertisements on our platform follow certain technical formatting and functionality guidelines to ensure quality, consistency, and clarity.


Landing page

Landing pages must be functional. Ensure that your landing page functions properly on the network of the targeted country or territory. Different types of ads have different requirements for URL links that redirect users from the ad content. For more information, refer to our TikTok Ad Specifications.


If your ad or landing page does not meet our Ad Format and Functionality requirements, the performance of your ad may be affected. Based on various quality signals, including automated machine review, human review, and user engagement signals, your ad may be rejected, receive fewer impressions, or your ad's cost-per-impression may increase.


The following are examples of what is not allowed:

  • Landing pages that are expired, erroneous, or under construction

  • Landing pages with incomplete content or information

  • Landing pages with insufficient original content or having a high ratio of ads relative to original content

  • Landing pages that are not mobile-friendly

  • Landing pages that automatically download files

  • Landing pages that require users to download additional programs or enter personal information in order to access the main content on the landing page

  • Use of a paid or unpaid Hashtag Challenge (HTC) page as a landing page


E-commerce ads

E-commerce ads must display complete and accurate information on the landing page.


The valid information required by local law includes, but is not limited to:

  • Contact details such as telephone number, email address, or optional fax number

  • Company name

  • Company address

  • Business license

  • Price displayed in local currency

  • Shipping information

  • Return and refund policy

  • Terms and conditions

  • Privacy policy

Certain countries or territories may require more information. Contact your TikTok Sales Representative for more information.


If you have not provided suitable and sufficient information, and your ad placement is rejected, you will receive a notification to provide additional information in order for the ad to be approved.


Lead Ads


Lead ads must include a privacy policy. Learn more about TikTok lead generation solutions.

The following are privacy policy requirements:

  • Be clearly displayed and easy to find.

  • Comply with applicable data protection regulations.

  • In the Link URL field, enter a link to the privacy policy page or a landing page that displays the clauses of your privacy policy.

Do not use our lead ads product to collect the following information from users, unless you have received written consent from a TikTok Sales Representative:

  • Information about or revealing racial or ethnic origin

  • Information about or revealing political opinions or political affiliations

  • Information about or revealing religious or philosophical beliefs

  • Information about or revealing trade union membership status

  • Information concerning health, such as medical history, disabilities, mental or physical condition, or medical treatments

  • Information concerning a person’s sex life

  • Information concerning a person’s sexual orientation, including what gender(s) the person identifies with

  • Information about criminal allegations, arrests, proceedings or convictions of related security measures

  • Government-issued ID numbers, such as Social Security number, passport number, driver’s license number, or taxpayer or national identification number

  • Financial information, such as income, bank account number, net worth, credit or debit card number, tax number, CVV, credit scores, debt, financial statement, or bankruptcy status

  • Insurance information, such as insurance policy numbers or insurance coverage

  • Network identity information, such as usernames, passwords, password protection answers, or a user's personal digital certificates

  • Account numbers, such as loyalty card numbers or frequent flyer numbers

  • User date of birth, year of birth, or exact age


Quick response (QR) codes

Ad content must not contain quick response (QR) codes.

The following are examples of what is allowed:

  • QR on product packaging or application

  • Unscannable matrix codes including item barcodes

The following are examples of what is not allowed in select countries*:

  • Ad content with QR codes leading to third-party websites, including social media pages

*Applicable to: Albania, Algeria, Australia, Austria, Azerbaijan, Bahrain, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Cambodia, Croatia, Cyprus, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Indonesia, Ireland, Israel, Italy, Iraq, Jordan, Kazakhstan, Kenya, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, Malaysia, Morocco, Netherlands, New Zealand, Nigeria, Norway, Oman, Pakistan, Philippines, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Turkey, Ukraine, United Arab Emirates, United Kingdom, Vietnam


Ad consistency

1. Ad content, including the ad caption, ad text, ad images, ad videos, and ad call-to-action (CTA), needs to be consistent with the promoted product or service on the landing page.


The following are examples of what is not allowed

  • The ad features product A, but the landing page shows product B.

  • The ad features brand A, but the landing page shows brand B.

  • The ad features the brand logo on the product, but the landing page does not include the brand logo on product.


2. Ad captions need to be consistent with the corresponding ad image or video.


The following are examples of what is not allowed:

  • The ad video says "Meet your future self!", but the ad caption says "Create a cartoon of yourself!".

  • The ad image says "Up to 30% off", but the ad caption says "Up to 50% off".


3. The "Display Name" & "App Name" needs to be consistent with the promoted product, service, or app name shown on the landing page.


The following are examples of what is not allowed:

  • The display name is "ABC Lotion", but the promoted product on the landing page is for "ABC Shampoo" or "XYZ Lotion".

  • The app name is "ABC", but the app name shown on the landing page is "XYZ".

The following are examples of what is allowed:

  • The display name is "VS" or "Lotion", and the display name shown on the landing page is "VS Lotion".

  • The app name is "ABC" and the app name shown on the landing page is "ABC-xyz".


Ad and editorial quality - Captions, Text, Images, Audio, Video


1. The ad caption and text must be free of spelling or grammatical mistakes, and must not use symbols incorrectly among the letters.


Examples of what is not allowed:

  • Use of incorrect spelling or grammar, such as "Rrom" instead of "From"

  • Excessive or informal use of capitalization, spacing, numbers, symbols, or punctuation among the letters in the ad caption

  • Uncommon spelling, such as "fressh"

Example of what is allowed:

  • Commonly accepted slang, such as "gonna"


2. The ad image must not feature blurry, unclear, and unrecognizable visuals, and must not use columns or pixels to partially cover images.


Examples of what is not allowed:

  • Ad images that display incomplete or illegible text

  • Blurred or masked third-party watermarks

  • Invalid buttons, induced gestures, or text, such as buttons, gestures, or text that portray unsupported functionality. For example: "Swipe up to learn more." text in an ad, because swiping up will just lead users to the next video and not lead them anywhere.


3. The ad must be legible and of a high resolution.


4. The duration of the ad must be a minimum of 5 seconds, and a maximum of 60 seconds.


5. The ad video must use the standard video size:

  • Vertical (9:16)

  • Square (1:1)

  • Horizontal (16:9)

6. The ad must contain audio and it must not be of poor quality, such as having unclear or muffled sound.


7. Ad content must be dynamic. Do not rely on static or still images as the primary element in your ad. Static images should not occupy more than 50% of the video.


8. Ad interaction; ensure that your ad incorporates interaction and is not motionless. For example, avoid featuring a person holding a mobile device with a still image on the screen*.


*Applicable to: Albania, Algeria, Argentina, Australia, Austria, Azerbaijan, Bahrain, Bangladesh, Belarus, Belgium, Bolivia, Bosnia and Herzegovina, Brazil, Bulgaria, Canada, Chile, Colombia, Costa Rica, Croatia, Cyprus, Czech Republic, Denmark, Dominican Republic, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Hungary, Iceland, Iraq, Ireland, Israel, Italy, Jordan, Kazakhstan, Kenya, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, Mexico, Monaco, Morocco, Netherlands, New Zealand, Nigeria, Norway, Oman, Pakistan, Panama, Paraguay, Peru, Poland, Portugal, Qatar, Romania, Russia, Saudi Arabia, Slovak, Slovenia, South Africa, Spain, Sweden, Switzerland, Turkey, Ukraine, United Arab Emirates, United Kingdom, United States, Uruguay.


Language and target market

An ad's setting language is the ad targeting language. The language of your ad content and landing page must be consistent with the setting, target language, or with a language that is acceptable for that target market. If the setting language is not specified, then the language of the ad content and landing page must be in a language that is acceptable for that target market. Otherwise, subtitles in a language that is acceptable to the target market must be included.


Market-specific exceptions and restrictions may apply. Contact your TikTok Sales Representative for more details.


The following table details the acceptable languages by country:

Country

Accepted language

Argentina

Spanish*

Australia

English

Azerbaijan

Azerbaijan

Bahrain

Arabic, English

Belarus

Belarusian, Russian

Bolivia

Spanish*

Brazil

Portuguese*

Canada

English, French**

Chile

Spanish*

Colombia

Spanish*

Costa Rica

Spanish*

Dominican Republic

Spanish*

Egypt

Arabic, English

Guatemala

Spanish*

Iraq

Arabic, English, Kurdish

Japan

Japanese

Jordan

Arabic, English

Kazakstan

Kazakh, Russian

Kuwait

Arabic, English

Lebanon

Arabic, English

Mexico

Spanish*

Morocco

Arabic, English, French

New Zealand

English, Māori Language

Oman

Arabic, English

Panama

Spanish*

Pakistan

English, Urdu

Paraguay

Spanish, Guarani*

Peru

Spanish*

Qatar

Arabic, English

Russia

Russian

Saudi Arabia

Arabic, English

South Africa

Africaans, English, Zulu

South Korea

English, Korean

Taiwan

English, Traditional Chinese

Turkey

English, Turkish

Ukraine

Ukrainian

United Arab Emirates

Arabic, English

United States

English, Spanish (with Spanish targeting)**

Albania, Andorra, Armenia, Austria, Azerbaijan, Belgium, Bosnia and Herzegovina, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Georgia, Germany, Greece, Hungary, Iceland, Ireland, Israel, Italy, Kosovo, Latvia, Liechtenstein, Lithuania, Luxembourg, Macedonia, Malta, Moldova, Monaco, Montenegro, Netherlands, Norway, Poland, Portugal, Romania, San Marino, Serbia, Slovakia, Slovenia, Spain, Sweden, Switzerland, United Kingdom

We trust you to make the decision to use the language of the target market in ads, and to comply with applicable local laws, as well as ensure users have a good experience when accessing landing pages, including having the landing page in a language they understand.

If setting up a multi-market targeting ad group, this must be set up based on the language of the ad content and landing page. It must only target markets where the language of the ad content and landing page matches the language of the targeted markets.

*Language requirement applies exclusively to LATAM countries for Mission Ads.

**Language requirement is not enforced, but recommended.

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