Industry Entry Overview | TikTok Advertising Policies

TikTok Advertising Policies - Industry Entry

1. Prohibited products and services

In adherence with varying laws and cultures, different countries might have different products and services that are prohibited for advertising. Refer to the specific target country or territory for more information. Note that the list of countries or territories and the guidelines will be updated in accordance with local laws and requirements from time to time.

In general, TikTok prohibits the advertising of the following industry and trade:

Animals, animal parts, or products

The promotion, sale, solicitation of, or facilitation of access to animals including live animals, livestock, pets, carcasses, animal parts, or such products.
- Animal, animal body parts or products derived:
  - Any live animals
  - Animals listed as endangered, vulnerable, or threatened
  - Animal products or parts derived from but not limited to:
    - Horns, bones, teeth, and tusks
    - Skin, fur, feathers, hair, scales, fins, and wool
    - Offals, fats, and fluids
- Exception:
  - Products for animals such as toys, clothes, collars, cages, food, etc.
  - Pet services such as dog walking, pet care, pet cafes, pet grooming, training, etc.
  - Advertising content related to the adoption of animals is permitted for NGOs, NPOs, and animal shelters. However, the promotion, sale, or solicitation of or facilitation of access to:
    - Adoption of pedigree or purebred pets are prohibited.
    - Cross-breeding of pets is prohibited.

Adult sexual products or services, and entertainment

The promotion, sale, solicitation of, or facilitation of access to pornographic material, sex toys, and supplies such as lubricants, fetish, or sexual fantasy costumes.
The promotion, sale, solicitation of, or facilitation of access to adult entertainment such as host or hostess clubs, strip club, sexual services such as escort services, prostitution, erotic massages; or any of such.
The promotion, sale, solicitation of, or facilitation of access to dating apps or services that convey, imply, portray, or encourage transactional relationships, infidelity, sexual encounters, or any of such.
The promotion, sale, solicitation of, or facilitation of access to the enhancement of sexual performance, pleasure, or bodily appearance, in the form of drugs, medications, tools, devices, or any of such products or services. For example, penis enlargement, and breast enhancement.

Casinos and gambling games

The promotion, sale, solicitation of, or facilitation of access to casinos, gambling activities, sports betting, fantasy sports, and lotteries, whether it is an online website or a physical establishment, where there is money cashing in or cashing out.
The promotion, sale, solicitation of, or facilitation of access to:
- Free credits, vouchers, and coupons, in any form including printed or digital codes, for use in casinos and gambling games.
- Websites, software, products, or services that facilitate or drive traffic to casinos and gambling games or their related content including odds calculator, tips and tricks, rules and strategies, hot picks, or forecasts.
- Games of luck or chance, such as scratch-off games, bingo, or any other similar games or apps that could result in monetary or valuable prize gain.
- Tools, instruments, devices, props, or any other accessories or supplies, for use in casinos and gambling games.

Cigarettes and tobacco products

The promotion, sale, or solicitation of, or facilitation of access to cigarettes, cigars, tobacco, e-cigarettes, or any other alternatives to smoking or consumption of tobacco.
The promotion, sale, or solicitation of smoking paraphernalia, including smoking pipes, rolling papers, filters, vaporizers, or any other device, equipment, or apparatus designed for smoking.
The promotion site, venue, or facility for smoking or consumption of tobacco, including cigar bars, hookah lounges, or any other setting for similar purposes.

Counterfeiting and piracy

The promotion, sale, solicitation of, or facilitation of access to counterfeit products, replicas, and imitations including pirated digital products without authorization of the brand owner or trademark owner. This includes:
- Non-genuine products pass off as genuine goods of the brand owner or trademark owner.
- Products described as replicas, imitations, or any of such.

Drugs and paraphernalia

The promotion, sale, solicitation of, or facilitation of access to illegal drugs, controlled drugs, prescription drugs (prohibited in some markets), and drugs for the purpose of recreation, homeopathy, enhancement, and performance, including weight loss.
The promotion, sale, solicitation of, or facilitation of access to drug paraphernalia, accessories, or supplies of any of such.
The promotion of or facilitation of access to unauthorized drugstores, pharmacies, or dispensaries.
The depiction of or featuring drug use, drug abuse, or prescription drug abuse.
The depiction of or featuring drug related words, symbols, or images, whether in the form of visual or audio content, or any of such.

Police or military gear and equipment

The promotion, sale, solicitation of, or facilitation of access to police or military uniforms, vests, handcuffs, batons, boots, or any of such accessories, equipment, or supplies.

Political and issue-based advertising

Candidates or nominees for public office, political parties, and elected or appointed government officials are prohibited from advertising.
The spouses of candidates, elected, or appointed government officials with official duties or offices are prohibited.
Royal Family members with official government capacities are also prohibited.
Government entities may be eligible to advertise if working with a TikTok Sales Representative.

Unacceptable business practices

The promotion, sale, or solicitation of or facilitation of access to products or services that might be or are considered deceptive, misleading, or unlawful such as:
- Unlawfully circumventing technical or other access restrictions to infringe intellectual or other property rights.
- Identity theft or stealing of any personal information, including through the use of malware, spyware, or any unauthorized or unlawful means of obtaining information.
- Document falsification, forgery, counterfeiting, or any of such.
- Unwarranted claims, misinformation, including pricing/discount or promotion information inconsistency, missing T&C or privacy policy pages, or any of such.
- Making deceptive claims, omitting information on fees, charges, and tariffs, proposing harmful business models, or any of such.

Note: Take a look at this article for matters related to intellectual property infringement rules for ads.

Unsuitable businesses, products, or services

Abortion services
Funeral services
Hazardous chemical products
Human organ or human tissue trading, transplanting, or any of such.
Modeling or influencer recruitment opportunities
Pre-natal sex determination
Mail-order brides and associated services
Any other businesses, products, or services that are highly controversial, distasteful, violent, or dangerous would be deemed incompatible with the TikTok Ads platform. This includes ads that refer to a sensitive event or topic (e.g. deaths, natural/industrial disasters, violent attacks, civil disorder, etc.) and contains any of the following: personal attacks, hashtag appropriation, the selling of goods or services, political campaigning, solicitation of followers, or other inappropriate content.

Weaponry and weapon parts

The promotion, sale, solicitation of, or facilitation of access to weapons that could be used to harm individuals or for self-defense including:
- Blades, knives, and any of such sharp objects.
- Explosives, flammables, or combustibles including bombs and bomb-making supplies, flamethrowers, fireworks, or any other such.
- Guns, gun parts, and ammunition including paintball guns, and BB guns.
- Batons, nunchucks, taser guns, pepper spray, or any of such self-defense weapons.

2. Restricted products or services

Should the advertiser be qualified and compliant with all applicable laws, rules, and regulations, TikTok may allow the advertising of restricted products or services at our discretion. The advertiser is responsible for the content advertised, including the products or services promoted. The advertiser should also ensure that appropriate and necessary legal requirements for the sale and advertisement of these restricted products or services are met and obtained. Refer to the specific target country or territory for more information. Do note that the list of countries or territories, the guidelines, and the list of restricted products and services, is not exhaustive and will be updated in accordance with local laws and requirements from time to time.

The possession of a license or any other legal business right does not guarantee the acceptance of your TikTok Ads. All TikTok Ads are subject to our Ad Review Process.

For more details, see TikTok Advertising Policies - Ad Creatives.