TikTok Advertising Policies: Industry Entry - North America

United States / US

Prohibited

  • Ads promoting alcoholic beverages (wine, beer, spirits, etc.) alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events.

  • Ads promoting single securities or other tradable assets, credit repair services, P2P loans, bail bonds, debt assistance programmes, get rich quick schemes, pyramid schemes (including non-financial pyramid schemes) and multi-level marketing, debt consolidation services, penny auctions, binary options, unaccredited digital banks that perform any traditional bank-like function, initial coin offerings, crypto ATMs, or crypto mining devices cannot be advertised on the platform. 

  • Ads that promote lotteries, bingo, poker, or simulated gambling, or casinos.

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

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

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

  • 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.  

Restricted

  • Minor Safety

    • Ads for products or services that are specifically intended for minors, such as toys and clothing, are restricted and should only target audiences 18 years and older.

  • Financial Services

    • Ads related to the exchange, management or investment of funds (fiat or virtual) must comply with applicable laws, regulations, licensing obligations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator and/or third-party accreditations or certifications. Ads may only target 18+  and must include proper disclaimers.

    • Ads related to the loans must comply with applicable laws, regulations, licensing obligations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator and/or third-party accreditations or certifications. Ads may only target 18+ and must include proper disclaimers.

    • Ads related to cryptocurrency/virtual currencies, including trading and advisory platforms, must comply with all applicable laws, regulations and licensing requirements. Individual coins may be promoted by approved trading platforms. Ads may only target 18+ and must include proper disclaimers. 

    • Ads must not imply that NFTs are a form of investment or can be traded in the market. Ads must comply with all applicable laws, regulations and licensing requirements. Ads may only target 18+ and must include proper disclaimers.

  • Pharmaceuticals, Healthcare, Medicines

    • Ads for pharmaceuticals, healthcare, and medicines must target 18+ users and comply with local laws of the target country. Over-the-counter or prescription drugs must be approved by the regional regulating authority and may not contain misleading or inaccurate claims. We do allow advertisements for brick and mortar pharmacies and online pharmacies that are certified by a third-party licensing organization such as the NABP or LegitScript or regional equivalent. Proof of licensing may be necessary for approval.

  • Dating Applications or Services

    • Ads that promote dating applications or services must target 18+. Such ads must not be overtly sexual or reference transactional companionship or cheating, etc. Dating ads should not be sexually suggestive in nature (e.g., focusing on bodies, sexual language or innuendo, etc.)

  • 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 shocking content or drug use.

  • Shopping Rewards

    • Ads that promote shopping rewards, which are proactively sought by users, must target 18+.

  • Fantasy Sports and Daily Fantasy Sports

    • Advertisers may run ads on the platform with TikTok's explicit permission. They need to be working with a TikTok sales representative and they must comply with all applicable laws and regulations. These are subject to change. Other restrictions may apply 

  • Sportsbooks

    • Advertisers may run ads on the platform with TikTok's explicit permission. They need to be working with a TikTok sales representative and they must comply with all applicable laws and regulations. These are subject to change. Other restrictions may apply. 

Canada / CA

Prohibited

  • Ads promoting alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events.

  • Ads promoting single securities or other tradable financial assets, credit repair services, P2P loans, bail bonds, debt assistance programs, get rich quick schemes, pyramid schemes (including non-financial pyramid schemes) and multi-level marketing, debt consolidation services, penny auctions, binary options, unaccredited digital banks that perform any traditional bank-like function, initial coin offerings, crypto ATMs, or crypto mining devices cannot be advertised on the platform.

  • Ads promoting lotteries, bingo, poker, simulated gambling, or casinos.

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

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

  • 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.  

Restricted

  • Minor Safety

    • Ads for products or services that are specifically intended for minors, such as toys and clothing, are restricted and should only target audiences 18 years and older.

  • Financial Services

    • Ads related to the exchange, management or investment of funds (fiat or virtual) must comply with applicable laws, regulations, licensing obligations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator and/or third-party accreditations or certifications. Ads may only target 18+  and must include proper disclaimers.

    • Ads related to the loans must comply with applicable laws, regulations, licensing obligations, and industry requirements. For all ads within this category, we may ask for disclosures and evidence of appropriate regulator and/or third-party accreditations or certifications. Ads may only target 18+ and must include proper disclaimers.

    • Ads related to cryptocurrency/virtual currencies, including trading and advisory platforms, must comply with all applicable laws, regulations and licensing requirements. Individual coins may be promoted by approved trading platforms. Ads may only target 18+ and must include proper disclaimers. 

    • Ads must not imply that NFT tokens have monetary value, can be traded for real-world value, or that NFTs are a form of investment and comply with all applicable laws, regulations and licensing requirements. Ads may only target 18+ and must include proper disclaimers.

  • Pharmaceuticals, Healthcare, Medicines

    • Ads for pharmaceuticals, healthcare, and medicines must target 18+ users and comply with local laws of the target country. Over-the-counter or prescription drugs must be approved by the regional regulating authority and may not contain misleading or inaccurate claims. We do allow advertisements for brick and mortar pharmacies and online pharmacies that are certified by a third-party licensing organization or regional equivalent. Proof of licensing may be necessary for approval.

  • Dating Applications or Services

    • Ads that promote dating applications or services must target 18+. Such ads must not be overtly sexual or reference transactional companionship or cheating, etc. Dating ads should not be sexually suggestive in nature (e.g., focusing on bodies, sexual language or innuendo, etc.)

  • 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 shocking content or drug use.

  • Shopping Rewards

    • Advertisers may run ads on the platform with TikTok's explicit permission. They need to be working with a TikTok sales representative and they must comply with all applicable laws and regulations. These are subject to change.


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