Weight Management

Last updated: October 2024

Principle

At TikTok, we aim to be a body-positive and inclusive environment. We want to create an environment where our community feels comfortable and confident. As an advertiser, you must follow these policies in your ad content and landing pages.


Weight control and management

Policy

Ad content and landing pages for dieting and weight management products must prioritize responsible claims and cannot promote such products as being the sole solution for weight loss or weight gain. Any weight loss claims must target users aged 18 years or older, and must do so via the promotion of a healthy lifestyle.


The following is allowed:

  • Gyms or fitness apps


In some cases, the following may be allowed when targeted at users aged 18 years or older:

  • Sports supplements, such as protein powders


Examples of what is not allowed:

  • References to unrealistic weight gain or weight loss

  • Encouragement of unhealthy lifestyles or promotion of unhealthy relationships with food

  • Claims that the product alone, without diet or exercise, can lead to weight loss or weight gain

  • Performance exaggerations or suggestions that losing or gaining weight is easy or guaranteed


Examples of what is not allowed in select countries*:

  • Weight loss surgeries

  • Weight loss injections

  • Fat-burning pills

  • Cellulite creams

*Applicable to:

Algeria, Argentina, Australia, Austria, Azerbaijan, Bahrain, Belarus, Belgium, Bolivia, Brazil, Bulgaria, Cambodia, Canada, Chile, Colombia, Croatia, Cyprus, Czech Republic, Denmark, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Hungary, Indonesia, Iraq, Ireland, Israel, Italy, Jordan, Kazakhstan, Kenya, Kuwait, Latvia, Lithuania, Lebanon, Luxembourg, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Norway, Oman, Pakistan, Paraguay, Peru, Philippines, Poland, Portugal, Qatar, Romania, Saudi Arabia, Serbia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Thailand, Turkey, United Arab Emirates, United Kingdom, United States, Uruguay, Vietnam.


Body image

Policy

Ad content and landing pages must not explicitly shame users about their bodies or suggest there is an ideal body type.


The following are examples of what is not allowed:

  • The promotion or reinforcement of negative or unhealthy body images

  • Messages that are insulting, offensive, or distasteful that may make users feel negatively about their appearance

  • Suggesting users need to look a certain way, or that there is a "right" or "perfect" way to look

  • Claims that looking a certain way will make individuals more desirable, successful, happy, or popular

  • The promotion of an unhealthy relationship with food or exercise