Below are the specific regional industry entry advertising policies. Global prohibition policies still apply. For global prohibition policies, you can learn more at TikTok Advertising Policies - Industry Entry.
Additionally, we have prepared a handbook with visual examples included to provide our advertisers an introductory understanding of TikTok's advertising guidelines. You can learn more at Ad Policy Handbook: Australia (AU) and New Zealand (NZ).
Prohibited - Applicable to Australia and New Zealand
Gambling related | Ads promoting lotteries, poker, casinos, bingo or any other gambling-related content. Ads coming from a gambling brand or featuring gambling branding. Ads sponsored by gambling brands. |
Alcohol related | Ads promoting alcoholic beverages, (wine, beer, spirits etc) alcohol clubs/subscription services and alcohol making kits. Ads coming from an alcohol brand or featuring alcohol branding. Ads sponsored by alcohol brands. |
Products / services for Children | Advertisements marketed specifically toward children, even if the product may be for a general audience, are prohibited. Ads promoting breast milk substitutes, infant milk or infant formula are prohibited. |
Finance related | Ads promoting certain financial services, including but not limited to, single securities or other tradable financial assets, bail bonds, debt assistance programs, get rich quick schemes, pyramid schemes (including non-financial pyramid schemes) and multi-level marketing, penny auctions, binary options, unaccredited digital banks that perform any traditional bank-like function, initial coin offerings, token sales, or other means of promotion or advertisement of individual digital currencies or tokens. Ads promoting virtual currencies/cryptocurrencies (e.g. Bitcoin and Ethereum), cryptocurrency credit or debit cards, wallets and advisory services, and NFT trading/investments are prohibited. Ads promoting loans that help to cover cash needs until the next paycheck, including but not limited to payday loans, pay slip advances, pay on demand services or wage advance services. |
Prescription drugs | Ads promoting prescription drugs. |
Clinical Trial Recruitment | Ads promoting clinical trial recruitment |
Tan boosters | Ads promoting skin tanning boosters, accelerators and similar products. |
Adoption / Surrogacy related | Ads promoting adoption or surrogacy services. |
Weight loss / Management related | Ads promoting weight loss/management fasting products or services. Ads promoting weight loss/management supplements (including but not limited to fat burning pills, appetite suppressants, weight loss teas or lollipops). |
Dating Services | 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. |
Invasive cosmetic procedures | Invasive cosmetic procedures such as rhinoplasty, face/lip fillers and microdermabrasion cannot be advertised on the platform. |
Restricted - Applicable to Australia and New Zealand
Financial Services | Australia Ads 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 if applicable. A closed beta test for cryptocurrency exchange services is currently in operation for managed clients who have obtained permission from TikTok via an application process. New Zealand Ads must comply with all applicable laws, regulations, and industry requirements (rules). This includes (as applicable), but is not limited to, compliance with the Financial Markets Conduct Act, the Fair Trading Act, the Credit Contract and Consumer Finance Act, the Credit Contract and Consumer Finance Regulations, the Section 3 (Advertising) of the Lending Code, the Insurance (Prudential Supervision) Act and the Advertising Standards Authority Financial Advertising Code. You are responsible for ensuring your advertisement complies with any applicable rules. For all ads within this category, we may ask you to provide evidence that you are registered, certified or licensed to provide the financial service being advertised (in New Zealand). Failure to provide this evidence when requested may mean we refuse to publish your advertisement. Ads should target 18+ audiences, and must include proper disclaimers, if applicable. A closed beta test for cryptocurrency exchange services is currently in operation for managed clients who have obtained permission from TikTok via an application process. |
Foods & Drinks | Ads promoting foods or drinks high in fat, salt or sugar as identified using nutrient profiling, may be subject to restrictions. |
Minor Safety | Ads for products or services that are specifically intended for or appeal to minors, such as toys and clothing, are restricted and should only target audiences 18 years and older. |
Gambling-related | Australia Advertisers may run sports betting 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. |
Pharmaceuticals, Healthcare, Medicines | Australia Therapeutic Goods Ads for Therapeutic Goods must: (a) only target 18+ users; (b) comply with all local laws and regulations applying to Therapeutic Goods (as that term is defined in the Therapeutic Goods Act 1989 (Cth)), including the Therapeutic Goods Advertising Code, the Therapeutic Goods Regulations 1990 (Cth) and the Therapeutic Goods Act 1989 (Cth) (the "TG Laws"); and (c) be included on the Australian Register of Therapeutic Goods ("ARTG"). Advertisers must ensure all advertising material submitted to TikTok: (a) is accurate, balanced and not misleading; (b) contains only information that is substantiated; (c) is consistent with any approved indication or intended purpose of the Therapeutic Good and any applicable label, directions or instructions for use, consumer medicine information or patient information leaflet; (d) does not contain any representation that the goods are safe, do not cause harm or side-effects, are a guaranteed cure or are infallible, unfailing, magical or miraculous; (e) does not include a representation that is restricted or prohibited (unless you have received approval from the Therapeutic Goods Administration); (f) includes all applicable mandatory statements, health warnings and other information; and (g) does not include a Testimonial from a person who has been incentivized by any form of consideration. Where advertising material includes a Testimonial, advertisers must provide proof that they have verified the identity of the person providing the Testimonial and that the person has used the Therapeutic Good. "Testimonial" means a statement made by a person about their own experience (or the experience of someone under their care) using a Therapeutic Good. "Endorsement" means an expression of support for a Therapeutic Good that makes no reference to personal use or experience using the good. By submitting advertising material to TikTok, advertisers represent and warrant that: (a) the advertising materials complies with the TG Laws; (b) any Testimonial or Endorsement in the advertising material is consistent with the TG Laws and is not made by a: ㅤ(i) government, government authority or their employees or contractors; ㅤ(ii) hospital, healthcare facility or their employees or contractors; ㅤ(iii) current or former health practitioner, health professional or medical researcher; ㅤ(iv) person who represents themselves as being qualified or trained to diagnose, treat or prevent disease or injury; and ㅤ(v) In the case of Testimonials only: ㅤㅤ1. A person who has been incentivized by any form of consideration; ㅤㅤ2. A person (or a member of their family) who is engaged in the production, marketing or supply of the Therapeutic Good or; ㅤㅤ3. A corporation. Pharmacies We may allow advertisements for brick and mortar pharmacies and online pharmacies that are certified by local licensing organizations. Proof of licensing may be necessary for approval. Ads for prescription drugs in AU are prohibited. Health services Ads for health services must: (a) only target 18+ users; and (b) comply with all local laws and regulations applying to health services, including the Health Practitioner Laws (meaning the Health Practitioner Regulation National Law as in force in each state and territory at the time of the Ad). Advertisers must ensure that all advertising material submitted to TikTok: (a) is not false, misleading or deceptive; (b) does not include an offer of a gift, discount or other inducement to attract a person to use a health service, unless the Ad also states the terms and conditions of the offer; (c) does not include positive statements or recommendations in relation to the clinical services provided; (d) does not create an unreasonable expectation of beneficial treatment; and (e) does not directly or indirectly encourage the indiscriminate or unnecessary use of the health service. New Zealand Ads for pharmaceuticals, medical devices, healthcare, and medicines must target 18+ users and must comply with local laws of the target country. Over-the-counter drugs must be approved by the regional regulating authority and may not contain misleading or inaccurate claims. Medical devices must be notified to the New Zealand Web Assisted Notification of Devices ("WAND") database. Medicines must have received Medsafe approval. Ads for prescription drugs in NZ are prohibited. We may allow advertisements for brick and mortar pharmacies and online pharmacies that are certified by local licensing organizations. 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 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 drug use. Australia Films, TV shows or games need to get classified before they market in AU. Classification info should be available on Australian Classification website. Age targeting should be applied in accordance with the classification, and the ad creative must display the correct classification marking. New Zealand Films, TV shows or games need to get classified before they market in NZ. Proof of classification may be necessary for approval. Age targeting should be applied in accordance with the classification, and the ad creative must display the correct classification marking. |