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 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 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 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
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
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".
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.
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.