Restricted Content
Additionally, some markets may have restrictions placed on ad creatives & landing page featuring certain materials or scenarios as listed below. For more information, please refer to TikTok Ads - First Things to Note.
1.0 Alcohol
Restricted:
A. Ad creatives & landing page must not display excessive drinking or irresponsible drinking.
B. Ad creatives & landing page must not display or promote alcohol brand names, bar scenes, or scenes of drinking in real life in some specific ad targeting regions.
Restricted (Europe and Israel only, in addition to the above):
C. Alcohol brands and alcoholic drinks (including alcohol-free) must not be promoted in creatives or on landing pages.
D. Alcohol brands and alcoholic drinks (including alcohol-free) must not be prominently promoted or featured in creatives or on landing pages. Any incidental references or suggestions relating to alcohol must be responsible:
Ads must not show people acting drunk, disorderly, or irresponsibly.
Ads must not display or endorse excessive and/or immoderate drinking (this includes binge drinking and bottomless drinking).
Ads must not show people who look under 25 drinking.
Ads must not make claims about alcohol, the benefits of consuming alcohol, or suggestions that glorify or glamorize alcohol.
Ads must not suggest alcohol can make you more popular, successful, or happy, or that it can solve problems.
Ads must not show alcohol being consumed whilst driving or at work.
Ads must not promote a drinking culture. There must be no references to hangovers.
E. Ads must not promote alcohol accessories or venues serving/picturing alcohol (including restaurants that picture alcohol):
Must not appeal to people under 18 years of age.
Must not promote any specific alcoholic beverage or package clearly involving alcohol. This includes alcohol-free beverages.
Must not disobey the general policies above for the depiction of any alcohol in creatives (i.e., they must be incidental, unprominent and must be responsible).
Venues serving/picturing alcohol must not forget to have 18+ targeting applied if alcohol is pictured even incidentally in creatives or on landing pages.
Must not promote any of the following services/products/events:
any alcoholic drink or package including alcohol;
promotional drinks packages;
"bring your own booze" events/services;
"bottomless" drinking options;
events connected to gambling;
underage events;
student nights;
cocktail making classes
2.0 Gambling and Lotteries
Restricted:
Ad creatives & landing page must not display, facilitate, or promote online gambling with real money or simulated gambling which features the depositing and withdrawal of money, and must not portray or encourage gambling-related behavior.
Ad creatives & landing page must not display, facilitate, or promote lotteries that use real money or sports/horse race betting in some specific ad-targeting regions.
3.0 Religion and Culture
Restricted:
Ad creatives & landing page must not feature disrespectful actions involving or towards religious buildings, religious symbols, or a malicious comparison of religions.
Ad creatives & landing page must not display content that violates the local culture of the ad-targeting regions.
4.0 Protection of Minors
Users must be 13 or over to use the service. For the purpose of this policy, 'minors' are therefore users aged 13-17 inclusive.
Restricted:
Ad creatives & landing page must not display, facilitate or promote inappropriate behaviors involving minors, such as underage drinking or underage smoking.
Ad creatives & landing page must not display excessive skin exposure of minors.
Ad creatives & landing page must not influence minors to participate in unsuitable activities, such as buying lottery tickets.
Ad creatives & landing page must not display or promote products/games appealing to minors in some specific ad-targeting regions.
Ad creatives & landing page must not depict individuals harmed in any form.
Ads that are aimed directly at minors or feature content which is likely to appeal to minors must not encourage minors to buy goods or services or to persuade their parents or others to do so (only applicable to ads displayed in the EMEA and North America regions).
Ad creatives must not only prominently feature minors without the presence of accompanying adults in some specific ad targeting regions.
5.0 Weight control/management
Only applicable to Canada, Europe, Israel, Latin America, MENAT region, United States.
Restricted (Only applicable to Canada, Europe, Israel, Latin America, METAP region, and United States):
Ads must not feature anyone under 18 years of age.
Ads for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Ads should not reference specific calories or specific amounts of weight loss.
6.0 Body Image
Only applicable to EU, MENAT, US/CA, IL, and LATAM.
TikTok aims to be a body-positive and inclusive environment. We want to create an environment where our community feels comfortable, confident, and safe to be exactly who they are while expressing themselves freely. The following policies apply to all ad creatives and landing pages.
Restricted (Only applicable to EU, METAP, US/CA, IL, and LATAM):
Ad creatives and landing pages must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Ads must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.
Ad creatives and landing pages must not promote an unhealthy relationship with food or exercise.
Ad creatives & landing page seeking to promote any product that lightens the complexion of a person's skin through the use of chemicals, makeup, photo editing features, or otherwise is not allowed.
7.0 HFSS Food and drink (including HFSS - foods high in fat, salt, or sugar)
Only applicable to EU and IL.
Restricted:
Ad creatives & landing page promoting food/drink should not encourage unhealthy eating habits such as excessive consumption.
Ad creatives & landing page promoting HFSS should not specifically target or appeal to kids (aged 13-16 or under).
Ad creatives & landing page should not suggest HFSS is an appropriate substitute in preference for a healthier snack.
Ad creatives for HFSS foods should not feature a specific call to purchase.
Allowed (Exceptions):
Exceptions can be made for public service announcements that feature HFSS purely to educate people about healthy eating and healthy diet choices.
Please note: If your ad is classed as HFSS according to the local regulations in your target market (for example because it is promoting an HFSS product, features an HFSS brand, or features HFSS prominently), we require you to disclose this to us. Through Auction, this is done by ticking the HFSS declaration box when uploading a new ad group. Through Reservation, we may require written confirmation.
8.0 COVID-19
Restricted: Ad creatives & landing page that mention COVID-19, vaccine, the pandemic, and related events are generally allowed so long as they do not:
Promote the sale of prohibited products as defined by each respective market.
Promote products and services that make wide-sweeping guaranteed claims about efficacy in treating, and protecting consumers from COVID-19 and related effects.
Present COVID-19 in a distasteful manner such as manipulating consumers' fear, and anxiety, or spreading misinformation to push sales.
Provide medical advice, treatment plans, or promote other behavior contrary to recommendations from local health experts, governments, or trusted authorities.
9.0 Synthetic Media
Restricted:
Synthetic or manipulated media showing realistic scenes must be clearly disclosed or labeled in the video.
We do not allow synthetic media that contains the likeness (visual or audio) of a real person: real private figures and/or minors.
Advertisers are responsible for ensuring that any synthetic media which contains a public figure has consent from the public figure to be used in an ad in this way.
We do not allow 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.
Advertisers are responsible for ensuring that any ad with synthetic media meets copyright laws, data protection laws and privacy laws.