Ad Format and Functionality

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 market. 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.

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

Private personal information

Policy

We do not allow ad content and landing pages to display content that infringes upon or violates the rights of any third party, including copyright, trademark, privacy, publicity, or other personal or proprietary rights.

Examples of what is not allowed:

• Displaying personal data information, such as official identification, banking or financial account details, house addresses, or email addresses. Phone numbers are acceptable only if they are the contact information of the advertiser.

Auction ads

Auction ads must not use an unpaid or paid HTC page as a landing page.

Quick response (QR) codes

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

Examples of what is allowed:

• QR on product packaging or application

• Unscannable matrix codes including item barcodes

Examples of what is not allowed in select markets*:

• 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, Finland, France, Germany, Greece, Hungary, Iceland, Indonesia, Ireland, Israel, Italy, Iraq, Jordan, Kazakhstan, Kenya, Kuwait, Lebanon, Liechtenstein, Luxembourg, Malaysia, Morocco, Netherlands, New Zealand, Nigeria, Norway, Oman, Pakistan, Philippines, Poland, Portugal, Qatar, Romania, Saudi Arabia, Singapore, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Turkey, 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.

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.

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 and App Name needs to be consistent with the promoted product, service, or app name shown on the landing page.

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".

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, Finland, France, Germany, Greece, Guatemala, Hungary, Iceland, Iraq, Ireland, Israel, Italy, Jordan, Kazakhstan, Kenya, Kuwait, Lebanon, Liechtenstein, Luxembourg, Mexico, Monaco, Morocco, Netherlands, New Zealand, Nigeria, Norway, Oman, Pakistan, Panama, Paraguay, Peru, Poland, Portugal, Qatar, Romania, Saudi Arabia, Slovak, Slovenia, South Africa, Spain, Sweden, Switzerland, Turkey, 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 market:

*Language requirement is not enforced, but recommended.