TikTok Advertising Policies: Industry Entry - Europe, United Kingdom, and Israel

Prohibited

Prohibited Products/ Services

Applicable to

Not Applicable to (could be allowed or restricted)

A. Ads promoting alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events. This includes low-alcohol, alcohol-free, 0% alcohol beverages and soft drinks presented as no-alcohol alternatives or as mixers for alcohol.

Note: 

In addition to A:

-Ads promoting adult drinking establishments such as strip clubs

-Ads promoting the following alcohol accessories: Alcohol branded merchandise/products, drinking games, home brewing kits, alcohol club/subscription services, cocktail making courses/classes, products that facilitate binge drinking

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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B. Ads promoting virtual currencies/cryptocurrencies (e.g. Bitcoin and Ethereum), as well as cryptocurrency trading platforms, wallets and advisory services and NFT trading/investments are prohibited.  Furthermore, credit repair services, bail bonds, debt assistance programmes, get rich quick schemes, pyramid schemes (including non-financial pyramid schemes), debt consolidation services and refinancing, penny auctions, multi-level marketing and peer-to-peer lending cannot be advertised on the platform.  

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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C. Ads promoting gambling related products/ services including fantasy sports, bingo, lotteries and virtual gambling games.

Austria / AT

Belgium / BE

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Czech Republic / CZ

Poland / PL

Romania / RO

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D.  i) Ads promoting prescription medicines 

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK


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D. ii) Ads promoting over-the-counter medicines

Italy / IT

Romania / RO

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

D. iii) Ads promoting medical devices

Belgium / BE

Italy / IT

Austria / AT

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

E. Invasive cosmetic procedures such as rhinoplasty, face/lip fillers and microdermabrasion cannot be advertised on the platform. 


Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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F. Cosmetic clinics cannot be advertised

Belgium / BE

France / FR

Austria / AT

Czech Republic / CZ

Denmark / DK

Finland / FI

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

G. Medical institutions cannot be advertised.

Note: France / FR:

Only online/app based GP services providing online appointments or offering teleconsultation services are allowed.

Austria / AT:

Online/apps offering medical services that include remote diagnosis and remote treatment are prohibited.

Belgium / BE

Bulgaria / BG

Denmark / DK

Greece / GR

Luxembourg / LU 

Poland / PL

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

H. Online/apps offering medical services that include remote diagnosis/remote treatment are prohibited.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

I. Online/apps for GP/medical consultation services are prohibited.

Romania / RO

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

J. Dental surgeries are prohibited.

Romania / RO


Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

K. Ads promoting veterinary medicinal products.

Hungary / HU

Israel / IL

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Ireland / IE

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

L. Ads promoting weight loss/management fasting products or services. 

Austria / AT

Belgium / BE

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Sweden / SE

Switzerland / CH

United Kingdom / UK

Czech Republic / CZ

Spain / ES

Romania / RO


M. Ads promoting weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas or lollipops).

Austria / AT

Belgium / BE

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Sweden / SE

Switzerland / CH

United Kingdom / UK

Czech Republic / CZ

Romania / RO

Spain / ES


N. Ads promoting the following dating services are prohibited: infidelity, international brides or brides-by mail, sexual encounters or an exchange in terms of income/compensation (including goods or services) or other transactional companionship. 

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

France / FR

Germany / DE

Greece / GR

Ireland / IE

Israel / IL

Italy / IT

Netherland / NL

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Finland / FI

Hungary / HU

Norway / NO

Poland / PL

Romania / RO

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O. Food and drink products targeted at children unless the advertising meets the nutritional criteria. 

Netherlands / NL

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

P. Plant foods (i.e. products which support the growth and protection of plants).  

Hungary / HU

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Q. Advertising for regulated professions, including, medical (doctors, dentists, veterinaries, pharmacists), legal (lawyers, bailiffs, notaries), financial (accountants, auditors, investment advisers) and architects.

For Legal services, please refer to "L. Legal Services" under the table of "Restricted" Industry.

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Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

R. Ads promoting condoms cannot be advertised.

Belgium / BE

Austria / AT

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Italy / IT 

Israel / IL

Netherlands / NL

Norway / NO

Poland / PL 

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Restricted

Restricted products / services

Applicable to

Not applicable to (could be prohibited or allowed)

A. Financial services:

i)Advertisers must be licensed by the appropriate authority to provide their financial services, and are responsible for ensuring that their ad content follows local laws and regulations, including the compliance of necessary disclosure requirements for products, such as loans and credit cards; ensuring that such information (e.g. interest rates, APR percentage, transaction fees, disclaimers, repayment periods and representative examples) is clearly presented and given sufficient prominence on the LP. Loans, credit cards, buy now pay later (BNPL) services and investment services can be advertised with 18+ age targeting. 

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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A. Financial services:

ii) Cryptocurrency exchanges and custodial wallets can advertise on the platform for managed clients who have obtained permission from TikTok via an application process

Austria / AT

France / FR

Germany / DE

Italy / IT

Netherland / NL

Norway / NO

Spain / ES

Sweden / SE

United Kingdom / UK

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Poland / PL

Portugal / PT

Romania / RO

Switzerland / CH

B. Food & Drinks:

i) Energy drinks require age targeting 18+. 

ii) HFSS ads targeting UK, IE, & PT require age targeting 18+

iii) Ads promoting foods or drinks which are classed as high in fat, salt or sugar (HFSS), as identified using nutrient profiling, may be subject to restrictions. 

Please note:If your ad is classed as HFSS according to the local regulations in your target market (for example because it is promoting a HFSS product, features a HFSS brand, or features HFSS prominently), we require you to disclose this to us. Through Auction, this is by ticking the HFSS declaration box when uploading a new ad group. Through Reservation, we may require written confirmation.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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C. Pharmaceuticals, Healthcare, Medicines

Ads for products within the pharmaceuticals, healthcare and medicines sector are currently not supported via self-serve in Israel.

Ads for products and services within the pharmaceuticals, healthcare and medicines sector must target 18+ users and comply with local laws and regulations of the target country.



C. Pharmaceuticals, Healthcare, Medicines

i) Over-the-counter medicines

We may allow advertisements for selected over-the-counter medicines.  Medicines must be licensed by the regional regulating authority and ads must not contain misleading or inaccurate claims.  Advertisers are responsible for ensuring their ad content follows local laws and regulations. Ads may only target users aged 18+.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Italy / IT (prohibited)

Romania / RO (prohibited)


C. Pharmaceuticals, Healthcare, Medicines

ii) Medical devices

We may allow advertisements for selected medical devices.  Devices must be approved and certified by the regional regulating authority and ads must not contain misleading or inaccurate claims.  Advertisers are responsible for ensuring their ad content follows local laws and regulations.  Ads may only target users aged 18+.

Austria / AT

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Netherland / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Belgium / BE (prohibited)

Italy / IT (prohibited)

C. Pharmaceuticals, Healthcare, Medicines:

iii) Cosmetic clinics

We may allow advertisements for selected cosmetic clinics.  Clinics must be licensed by the appropriate authority to provide their services and advertisers are responsible for ensuring their ad content follows local laws and regulations. Ads may only target users aged 18+. 

Austria / AT

Czech Republic / CZ

Denmark / DK

Finland / FI 

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Belgium / BE (prohibited)

France / FR (prohibited)

C. Pharmaceuticals, Healthcare, Medicines:

iv) Medical institutions

We may allow advertisements for selected medical institutions.  Institutions must be licensed by the appropriate authority to provide their services and advertisers are responsible for ensuring their ad content follows local laws and regulations. Ads may only target users aged 18+. 

Austria / AT

Czech Republic / CZ

Finland / FI

France / FR

Germany / DE

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK 

Belgium / BE (prohibited)

Denmark / DK (prohibited)

Greece / GR (prohibited)

Poland / PL (prohibited)

C. Pharmaceuticals, Healthcare, Medicines:

v) Pharmacies

We may allow advertisements for brick and mortar pharmacies and online pharmacies that are certified by local licensing organisations. Proof of licensing may be required.  Advertisers are responsible for ensuring their ad content follows local laws and regulations.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

Germany / DE

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

France / FR (prohibited)

Greece / GR (prohibited)

Poland / PL (prohibited)

D. Condoms & Lubricants:

i) Ads for condoms and lubricants require 18+ targeting and must not focus on sexual pleasure or be overtly sexual in nature. 

ii)For Italy/ IT and Poland / PL only - Ads for condoms must not focus on sexual pleasure or be overtly sexual in nature. 

iii) For Belgium / BE only -  Ads promoting condoms cannot be advertised. Ads for lubricants require 18+ targeting and must not focus on sexual pleasure or be overtly sexual in nature. 

Austria / AT

Belgium / BE (please refer to D iii)

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Italy / IT (please refer to D ii)

Israel / IL

Netherlands / NL

Norway / NO

Poland / PL (please refer to D ii)

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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E. Dating applications/ services:

Ads that promote dating applications or services must target users aged 18+. Services and ads focused on transactional relationships or sexual encounters are prohibited. Dating apps need to meet a number of requirements and are only allowed with prior written permission. Advertisers must be actively working with a TikTok Sales Representative. 

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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F. Live chat apps/ services:

Ads that promote live chat services must target users aged 18+ and such ads must not be sexually suggestive. Live chat apps need to meet a number of requirements and are only allowed with prior written permission. Advertisers must be actively working with a TikTok Sales Representative. 

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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G. Media and Entertainment:

Ads that promote films, TV shows, or games must not contain profanity and crude language, sexually suggestive language or images, graphic violence, or drug use, and must be targeted at the appropriate age group.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Portugal / PT

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

Poland / PL

Romania / RO

H. Alcohol accessory products, drinking establishments and alcohol brands:

i)  Ads promoting alcohol accessory products (eg corkscrews, wine glasses or other products presented to be used with alcohol products). Ads for these products will not be allowed if they are coming from an alcohol brand or if they feature alcohol branding

ii)  Ads promoting pubs, bars and other drinking establishments.

iii) Ads promoting events/nights/festivals/parties which are for over 18s only. If sponsored by alcohol brands this is not allowed.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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I. Religious, Philosophical and Other Similar Beliefs

Such ads may be subject to restrictions and will be assessed on a case-by-case basis.

​Hungary / HU

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

J. Hemp & CBD Products

Advertising promoting hemp products and topical CBD products may be allowed subject to additional restrictions. Advertisers are responsible for ensuring that their ads follow local laws of the target country. Ads promoting hemp products are currently not supported via self-serve.

Belgium / BE

France / FR

Germany / DE

Ireland / IE

Italy / IT

Netherlands / NL

Spain / ES

United Kingdom / UK 

Austria / AT

Czech Republic / CZ

Denmark / DK

Finland / FI

Greece / GR

Hungary / HU

Israel / IL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Sweden / SE

Switzerland / CH

K. Baby Food & Follow-on formula

Advertising promoting baby food and infant formula intended for children under 6 months is strictly prohibited. For other baby food and follow-on formula products, ads must not make medical claims or suggest their products are superior or equivalent to breastfeeding. Advertisers must ensure that their ad content follows local laws and regulations.

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK

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L.  Legal Services

Advertising for Legal services are allowed on the platform

Austria / AT

Belgium / BE

Czech Republic / CZ

Denmark / DK

Finland / FI

France / FR

Germany / DE

Greece / GR

Hungary / HU

Ireland / IE

Israel / IL

Italy / IT

Netherlands / NL

Norway / NO

Poland / PL

Portugal / PT

Romania / RO

Spain / ES

Sweden / SE

Switzerland / CH

United Kingdom / UK



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