Misleading and False Content

Last updated: November 2024

Principle

At TikTok, our aim is to provide a reliable and trustworthy space for our diverse community. By prohibiting content that is inaccurate, misleading, or false, we aim to create an environment where users can engage with authentic, credible, and reliable information, fostering a positive and informed community experience.


Misleading claims

Policy

Ad content and landing pages must not promise or exaggerate results concerning a product's effect. We restrict ads which may mislead our users due to false expressions or exaggerated information.


The following are examples of what is not allowed:

  • Lotion: "Get slim legs right away."

  • Financial product: "Get money in 10 seconds."

  • Claims of cures for incurable diseases

  • Showing wrinkles disappearing by using a cream through before-and-after comparisons


Malicious comparisons

Policy

Ad content and landing pages must not contain malicious comparisons with other brands.


The following are examples of what is not allowed:

  • Featuring malicious comparisons within ad content or on landing pages of products, brands, or other websites of a similar category

    • For example, “This product is % cheaper on our website than our competitor, Company XYZ's website.”

  • Malicious contrasts to other products and enterprises


Inconsistent information

Policy

Ad content and landing pages that contain mismatched or inconsistent information on the promotion, price, discounts, or any such details, including the absence of information, missing disclaimers, or terms and conditions are not allowed.


The following are examples of what is not allowed:

  • Ad content that is irrelevant to the product's website

    • For example, an ad introduces product A in the image or video, but shows product B on the website.

    • For example, a promotion in the ad says "Prizes to be won!", but no relevant information is found on the landing page.

  • Ad content that is inconsistent with the product's website

    • For example, an ad states that there is a discount of "up to 50% off", but the website states there is only a discount of "up to 30% off".

  • The website is too vague to determine if the ad is relevant to the products featured on the promoted website.

    • For example, an ad features a clothing brand, but the website features generic images of a large city.


Absolute terms

Policy

We do not allow ad content to feature absolute terms about a product in relation to time, region, or brand.


The following are examples of what is not allowed:

  • "Number 1 song on TikTok"

  • "Number 1 essence on TikTok"

In some cases, the following may be allowed:

  • Advertisement from the brand itself

  • Absolute expression about a product or service such as: most popular game


Before-and-after comparisons

Policy

We do not allow ad content and landing pages to make comparisons between products.


In some cases, the following may be allowed:

  • Comparisons may be allowed subject to evidence provided on such claims or clear disclaimer(s).


Misinformation

Policy

We do not allow inaccurate, misleading, or false content that may cause significant harm to individuals or society, regardless of intent. Therefore, ad content and landing pages are not allowed to display dangerous misinformation, medical misinformation, climate misinformation, or dangerous conspiracy theories.


Examples of what is not allowed:

  • Material that has been edited, spliced, or combined (such as video and audio) in a way that may mislead a person about real-world events.


Examples of what is not allowed in select markets*:

  • Medical misinformation such as misleading statements about vaccines

  • Inaccurate medical advice that discourages people from getting appropriate medical care

  • Other misinformation that poses a risk to public health

  • Dangerous conspiracy theories that are violent or hateful, such as:

    • making a violent call to action

    • having links to previous violence

    • denying well-documented violent events

    • causing prejudice towards groups with protected attributes

  • False or misleading claims related to climate change, including:

    • the existence and impacts of climate change

    • the causes of climate change

    • any adverse long-term impacts of climate mitigation strategies being worse than the negative impacts of climate change; or

    • the validity or credibility of data and/or research that documents any of the above.

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


Synthetic and manipulated media

Policy

We do not allow visual or audio material that has been edited, spliced, or combined in a way that may mislead a viewer about real-world events.


Manipulated or synthetic media is allowed only if the following requirements are met:

  • Include clear disclosures or labels in the ad content.

  • Ensure that any synthetic media which contains the visual or audio likeness of a real person (whether a public or private figure) has consent from the real person to be used in an ad in this way.

  • Ensure that any ad with synthetic media meets copyright laws, data protection laws, and privacy laws.


The following are examples of content that must be disclosed or labeled:

  • Content that contains images, video, or audio that are completely AI-generated

  • Content that contains real source material that has been significantly modified by AI

When we say "significantly modified by AI," we mean content that has been changed by AI beyond minor tweaks or enhancements. This includes using real images or videos as source material but altering them substantially with AI, such as:

  • Showing the primary subject doing something they didn't actually do, like dancing.

  • Making the primary subject say something they didn't actually say, using AI voice-cloning.

  • Changing the appearance or voice of the primary subject so much that they're no longer recognizable or visible, such as AI face-swapping.

Insignificant AI edits are minor tweaks or enhancements changed by AI, such as:

  • Adjustments to lighting, brightness, or color saturation

  • Removing or modifying backgrounds

  • Denoising images to reduce noise levels

If you are uncertain whether your content falls under these categories, it's best to use caution and label it accordingly.