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.

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 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

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 contain a privacy policy link, and must not request information on the instant form which is prohibited under our data collection policy.

A privacy policy is a statement or a legal document that states how a company or website collects, handles and processes data of its customers and visitors. It explicitly describes whether that information is kept confidential, or is shared with or sold to third parties.

Your landing page must include:

• A privacy policy that is in compliance with any applicable data protection regulations and is accurately and clearly visible.

• A link that leads directly to the privacy policy page or a landing page displaying clauses for privacy policy in the "Link URL" field.

Quick response (QR) codes

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

The following are examples of what is not allowed:

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

The following are examples of what is allowed:

• QR on product packaging or application

• Unscannable matrix codes including item barcodes

Only applicable to: Albania, Australia, Austria, Bahrain, Belarus, Belgium, Bosnia and Herzegovina, Bulgaria, Cambodia, Croatia, Czech Republic, Denmark, Egypt, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Indonesia, Ireland, Israel, Italy, Iraq, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, Malaysia, Morocco, Netherlands, New Zealand, 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.

The following are 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"

The following is an 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.

The following are 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.

Only applicable to: Albania, Argentina, Australia, Austria, Bahrain, Bangladesh, Belarus, Belgium, Bosnia and Herzegovina, Brazil, Bulgaria, Canada, Chile, Colombia, Costa Rica, Croatia, Czech Republic, Denmark, Dominican Republic, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Hungary, Iceland, Iraq, Ireland, Israel, Italy, Jordan, Kazakhstan, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, Mexico, Monaco, Morocco, Netherlands, New Zealand, Norway, Oman, Pakistan, Panama, 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:

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

**Language requirement is not enforced, but recommended.