Ad Creatives Must Not Direct Users To:
Landing pages that are expired, erroneous, or under construction.
Landing pages with incomplete content or information.
Landing pages that are not mobile-friendly.
Landing pages that automatically download files to a user's mobile phone.
Landing pages that require users to download additional programs or input personal information in order to access the main content on the landing page.
Ad Creatives Can Direct Users To:
Functioning website or webpage of the advertised product or service.
Please ensure that your landing page functions properly on the network of the targeted country or territory.
Different types of TikTok ads have different requirements to be met for URL links which direct users from the ad creatives. For more information, please refer to TikTok Ad Specifications.
The valid information required by local law includes but is not limited to:
Contact details (e.g. Telephone no.; Email address; Fax no. （optional), etc.)
Business license (note: The business license cannot be forged, altered, rented, lent, or transferred.)
Price displayed in local currency
Terms & conditions, shipping information
Advertisers from certain countries/ territories may need to provide more information depending on local requirements. Please reach out to your advisors for more detailed information.
If you have not provided suitable and sufficient information and your ad placement is rejected, you will receive a prompt to provide additional information in order for the ad to be approved.
Only applicable to Southeast Asia, Australia, New Zealand, and EMEA
Ad creatives with QR codes leading to third-party websites including social media pages
QR on product packaging or application
Unscannable matrix codes including item barcodes
Ad features product A but landing page shows product B.
Ad features brand A but landing page shows brand B.
Brand logo on product in Ad creative but does not have brand logo on product in landing page.
Product promoted in ad creative is A and product on the landing page is A or contains A.
Brand promoted in ad creative is A and brand on the landing page is A or contains A.
e.g. The ad caption says "Create a cartoon of yourself", while the corresponding ad video says "meet your future self".
e.g. The ad caption says "Up to 50% off", while the corresponding ad image says "Up to 30% off".
Landing page ads: The "Display Name" says "ABC lotion" while the promoted product on the landing page is "ABC shampoo" or "XYZ lotion".
App download ads: The "App Name" is ABC, while the app name shown on the landing page is XYZ.
Landing page ads: "display name" is "VS" or "Lotion" while the display name shown on the landing page is VS Lotion.
App download ads: "App" name is ABC while the app name shown on the landing page is ABC-xyz.
Ad "setting language" is the ad targeting language. As a rule of thumb, the language of the ad creative and landing page needs to be consistent with the setting/target language OR with a language that is acceptable for the target market. If the setting language is not specified, then the language of the ad creative and landing page must be in a language that is acceptable for the target market. Otherwise, subtitles in a language that is acceptable to the target market must be added.
Markets-specific restrictions may apply. The language of the ad creative and landing page must be in a language or have subtitles in a language that is understood by the target market.
Below contains the details of acceptable language(s) for each target market from various regions.
Canada / CA
United States / US
-Spanish (with SP targeting)
Argentina / AR
Brazil / BR
Chile / CL
Colombia / CO
Mexico / MX
Peru / PE
A. NEA (North East Asia):
Japan / JP
Korean / KR
Taiwan / TW
B. SEA (South East Asia):
Cambodia / KH
Indonesia / ID
Malaysia / MY
Philippines / PH
Singapore / SG
Thailand / TH
Vietnam / VN
Australia / AU
New Zealand / NZ
A. EU, UK, IL (Europe, United Kingdom, Israel):
We expect advertisers 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 creative and LP. It must only target markets where the language of the ad creative and LP matches the language of the targeted markets.
B. CEE (Central and Eastern Europe):
Belarus / BY
Kazakstan / KZ
Russia / RU
Ukraine / UA
C. MENAT (Middle East, North Africa, and Turkey):
Bahrain / BH
Egypt / EG
Jordan / JO
Kuwait / KW
Lebanon / LB
Oman / OM
Qatar / QA
Saudi Arabia / SA
United Arab Emirates / UAE
Iraq / IQ
Morocco / MA
Pakistan / PK
Turkey / TR
South Africa / ZA
Use uncommonly accepted spelling or grammar, such as "Rrom" instead of "From".
Excessive or gimmicky use of capitalization, spacing, numbers, symbols, or punctuation among the letters in the ad caption.
The ad image displays incomplete text or illegible text.
The ad image contains blurred or masked third-party watermarks.
The ad creative should not include still/static images as the main element of the video (e.g., A static image should not be featured in more than 50% of the video size).
Only applicable to EU, MENAT, US/CA, IL, LATAM, AUNZ
The ad creative should not be static if it features an interaction with a device.
Materials or scenarios featured in ad creatives & landing page must be compliant with local laws and with our Ads Policy. For more information, please refer to TikTok Ads - First Things to Note.
Ad creatives must adhere to the Terms of Service and Community Guidelines of TikTok.
Ad creatives & landing page must not display, facilitate, or promote services or activities considered as illegal in a given jurisdiction.
Ad creatives & landing page must not display or promote illegal drugs, controlled drugs, prescription drug abuse, recreational drugs, drug paraphernalia, or accessories or supplies any of such, including the use of them.
Note: Displaying or promoting prescription drugs is prohibited in some markets. Please take a look at this article for matters relating to market-specific prohibitions: TikTok Advertising Policies - Industry Entry
Ad creatives & landing page must not display or promote the use of dangerous weapons, ammunition, or explosives in real life, including but not limited to guns, explosives, bombs, or other objects that are designed to cause harm to individuals.
Ad creatives & landing page must not display or promote tobacco, tobacco-related products such as cigars, tobacco pipes, rolling papers, or e-cigarettes, or smoking-related behavior in real life, including but not limited to alternatives that imitate the act of smoking.
Ad creatives and landing pages that feature political or issue-based advertising are prohibited.
TikTok Advertising Policies - Ad Creatives Political and issue-based advertising includes:
Ads that reference, promote, or oppose candidates or nominees for public office, political parties, or elected or appointed government officials;
Ads that reference an election, including voter registration, voter turnout, and appeals for votes;
Ads that include advocacy for or against past, current, or proposed referenda, ballot measures, and legislative, judicial, or regulatory outcomes or processes;
This includes ads that promote or attack government policies or track records;
Ads that reference, promote, or sell, merchandise that features prohibited individuals, entities, or content, including campaign slogans, symbols, or logos.
Ad creatives & landing page must not display negative content regarding the military or police symbols, sensitive military events, militarism, the advocating or whitewashing of war, unlawful elements.
Ad creatives & landing page must not contain ad content that discriminates or harasses, or encourages discrimination or harassment, hate speech against protected groups, individuals, or organizations based on protected personal characteristics, including, but not limited to, race, ethnicity, national origin, sexual orientation, gender identity, religious affiliation, age, family status, medical or genetic condition. This is discussed further in TikTok’s Anti-Discrimination Ad Policy.
Ad creatives & landing page must not display or promote the use of prohibited adult products or services.
Ad creatives & landing page must not display sexual activities or behaviors that are overly suggestive or sexually provocative.
Ad creatives & landing page must not display nudity, make sexual references, or sexually portray a person.
Ad creatives & landing page must not display excessive visible skin.
Ad creatives & landing page must not focus on individual intimate body parts, such as a genitalia, buttocks, breasts
A. Ad creatives & landing page must not display elements related to TikTok without TikTok's permission.
Ad creatives & landing page must not display the TikTok logo without TikTok's permission.
Ad creatives & landing page must not with the description "TikTok Bestseller" without TikTok's permission.
Landing page must not imitate the interface of TikTok's hashtag challenge page without TikTok's permission.
B. Ad creatives & landing page must not display content that infringes or violates the rights of any third party, including, but not limited to, trademarks, marks, logos, brands, service marks, trade names, or other personal or proprietary rights.
Ad creatives & landing page must not display third-party names in a way that could mislead users about the advertiser’s brand affiliation.
Ad creatives & landing page must not display apps or security cameras or any software/equipment intended to film others without their permission.
Ad creatives must not display personal data information, such as official ID, banking or financial account details, or house/email addresses. Phone numbers are acceptable only if they are the contact information of the advertiser.
C. Ad creatives & landing page must not display or promote counterfeit products.
Ad creatives & landing page must not display or promote counterfeit documents, such as counterfeit degrees, passports, or immigration papers.
Ad creatives & landing page must not display counterfeit or unauthorized replicas of a real product.
Note: If you are unsure whether you own the rights to a particular work or have concerns about making an infringement report, please consult an attorney or a legal advisor as TikTok cannot provide legal advice.
Please take a look at this article for matters relating to Intellectual Property Infringement Rules for Ads.
A. Ad creatives must not contain an exaggerated performance or promise concerning a product's effect.
e.g. Lotion: Get slim legs right away.
e.g. Financial Product: Get money in 10 seconds.
e.g. Claims of cures for incurable diseases.
e.g. Showing wrinkles disappearing through "before and after" comparisons by using a cream.
B. Ad creatives & landing page must not contain a malicious comparison with other brands.
e.g This product is XX cheaper than the ABC website.
C. Ad creatives must not contain invalid buttons, induced gestures, or text (buttons/gestures/text that portray unsupported functionality).
e.g. "Swipe up to learn more" text in an ad, if swiping up will just lead users to the next video and not lead them anywhere.
D. Ad creatives & landing page must not contain mismatching or inconsistent information on the promotion, price, discounts, or any of such, including the absence of information, missing disclaimers, or T&Cs.
e.g. Discount in the ad says 50% off, but discount on the landing page states 40% off.
e.g. Promotion in ad says "Prizes to be won", but no relevant information is found on landing page.
E. Landing page must not contain a pop-up window that cannot be closed or skipped (Applicable for all regions except US/CA and LATAM).
e.g. Landing page features a pop-up window that cannot be bypassed without providing personal information to the seller.
We expect advertisers to disclose all associated fees, premium rate services, and billing practices to our users in accordance with local laws and regulations. Ads must disclose full details of the cost of using the promoted product or service. We reserve the right to remove ads in violation of our policy.
Ad creatives & landing page featuring a Performance Promise + Time Limit claim may be subject to restrictions.
TikTok prohibits behaviors that are misleading, inauthentic, and deceptive in order to protect the integrity, authenticity, and safety of our platform. Accounts that engage in these behaviors or exhibit patterns of abuse may be suspended or banned.
A. Ad creatives must not display bloody or gruesome imagery or graphic images that are likely to shock or scare users.
e.g. A crime scene or images of accidents.
e.g. A horrific or bloody scene.
B. Ad creatives must not contain disgusting imagery that may cause an uncomfortable user experience.
e.g. Visuals of sexual fluids, human, or animal waste.
e.g. Visuals that show dirt coming out of pores of the face or hair being pulled out of the drainage.
C. Ad creatives must not contain content that displays crime, excessive violence, cruelty, or gratuitous violence towards animals.
e.g. Ads displaying real fighting with bloody scenes.
e.g. Ads displaying animal cruelty, such as cock fighting or dog fighting.
D. Ad creatives & landing page must not contain coarse language or insulting actions.
E. Ad creatives must not display dangerous (or harmful) behaviors without safety protection.
e.g. Content that shows the Parkour or building jumping: Ads showing extreme parkour are prohibited(defined as featuring significant height or risk). Ads featuring any other parkour are judged on a case-by-case basis based on the level of risk and harm involved, but would only be accepted with 18+ age targeting applied and a 'do not try this at home' (or equivalent) disclaimer.
e.g. Content that shows the potentially inappropriate use of dangerous tools, vehicles, or objects.
e.g. Content that depicts or promotes ingesting substances that are not meant for consumption or could lead to severe harm.
e.g. Dangerous games, dares, or stunts that might lead to injury.
F. Ad creatives must not feature content that could incite fear or panic, which may cause harm to users.
e.g. Content that depicts or promotes phrases such as "you may be in danger" or "virus detected, remove it now"
Dangerous or harmful behavior:
Ads must not depict inherently dangerous or illegal behaviors.
Ads must not include dangerous behavior that can be easily copied and would be likely to lead to physical harm to an individual or to the public.
Ads must not encourage users to engage in potentially harmful behavior (e.g., Now it's your turn) - no exceptions.
Exceptions could be made for depictions of films, games, and cartoons; obviously exaggerated, implausible, fantasy-like behaviors, and behaviors shown to demonstrate a safety message in an educational context. These policies are not intended to capture safely depicted extreme sports or clearly professional stunts. Ads may be rejected if the professional nature or sporting context of these exceptions are not clear, or if safety measures are ambiguous. If approved depictions of stunts or extreme sports are easy for people to copy, 18+ age targeting and a 'do not try this at home' (or equivalent) warning may be required for approval.
Ad creatives & landing page must not feature inappropriate or unsuitable content, such as:
Content that features dangerous, harmful, or violent acts.
Content that is derogatory, inflammatory, or demeaning.
Content that is distasteful, disrespectful, or profane.
Content that is referencing and exploiting a sensitive event or topic through garnering followers, profiteering through the sale of goods or services, inappropriate hashtag use, or any of such. These events could be natural or human-caused disasters, attacking an individual or a community, protests, deaths or injuries, or any of such, including Covid-19.
Ad creatives & landing page must not promote excessive purchasing of items assisted via delayed payment services such as credit cards, loan financing, and "buy now, pay later" services.
Ad creatives & landing page must not explicitly or implicitly suggest that BNPLs is a risk-free way of spending money.
Ad creatives depicting the instructional process of how consumers can obtain a loan, credit cards, or use "buy now, pay later" services may be allowed if it is not given prominence over other content shown in the ad creative.
Advertisers must not use Lead Generation to collect the following prohibited information without TikTok’s prior written consent.
Prohibited: Advertisers must not use Lead Generation to collect the following prohibited information without TikTok’s prior written consent.
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/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: usernames, passwords, password protection answers, or a user's personal digital certificates.
Account numbers: such as loyalty card numbers or frequent flyer numbers.
User's date of birth, year of birth, or exact age.
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.
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;
cocktail making classes
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.
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.
Users must be 13 or over to use the service. For the purpose of this policy, 'minors' are therefore users aged 13-17 inclusive.
TikTok Advertising Policies - Ad Creatives
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.
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.
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.
Only applicable to EU and IL.
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.
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.
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.