TikTok After Conversion Experience Policy

Principle

After Conversion Experience (ACE) is the user experience that begins once a transaction for goods (either physical or virtual), services, or interactions is initiated on our platform.

At TikTok, we are committed to safeguarding personal data, e-commerce transactions, and maintaining the integrity of our platform. Advertiser, you are required to ensure compliance with all legal requirements and regulations applicable to the sale and promotion of goods and services in the specific jurisdiction where they are advertised. Our advertising policies are designed to protect users from scams and uphold the trust they place in us.

Product quality

Policy

You must deliver products that align with their advertised descriptions. Products arriving with any discrepancies impact customer satisfaction and experience.

Examples of what is not allowed:

• Any inconsistencies in appearance from advertised descriptions (even if they don't affect overall function or appeal)

• Functional flaws (even if they don't impact primary use)

• Shortfalls in advertised quantities

• Differences of in-app features

• The presence of foreign contaminants

• Expired products

Order accuracy and reliability

Policy

You must deliver products that match the descriptions, quality, and functionality advertised.

Examples of what is not allowed:

• Shortages in quantity or missing essential parts

• Differences in brand, model, or appearance

• Poor quality that makes the product unusable

• Failure of a product to perform core functions

• Discrepancies of in-app features that impact usability

• Use of counterfeit materials

Service reliability and fulfillment

Policy

You must deliver all services as promised in ads or on landing pages.

Examples of what is not allowed:

• Failure to meet delivery commitments

• Expedited shipping not meeting the advertised timeframe

• Not providing a "free sample" with a purchase, if promised

• Charging a fee for an installation service advertised as free

Delivery failure

Policy

You must ensure that purchased products are shipped reliably and reach buyers as promised.

Examples of what is not allowed:

• Failing to dispatch orders

• Sending empty packages

• Using fraudulent shipping practices

• Forged shipping labels

• Inaccurate recipient information

• Invalid or duplicated tracking numbers

• Lack of updates on tracking

• Delivery route inconsistencies

• Mismatches between order details and shipping data

Promotion transparency

Policy

You must ensure all promotional offers are clear, accurate, and transparent to manage user expectations and prevent misunderstandings.

For flash sales, you must:

• Clearly label the sale

• Specify if the sale is limited by time or quantity

• Provide details on sale duration and item availability

• Provide details on restrictions such as user eligibility or minimum spend

For lotteries or giveaways, you must:

• Provide detailed information on participation, prize distribution, and selection criteria

• Provide clear instructions for entry requirements, the timing of the draw, prize availability, and any restrictions

For transparent cost disclosures, you must:

• Inform users of any fees or subscriptions upfront

• Inform users if they must complete time consuming tasks, such as surveys

Data theft

Policy

You must protect users' personal data following conversions, avoiding any unauthorized use, particularly when handling shipping information, and do not misuse user data or attempt financial scams by promoting misleading offers or falsely using celebrity endorsements to deceive TikTok and its users.

Examples of what is not allowed:

• Ads promising guaranteed too-good-to-be true gifts or rewards to all participants solely for completing a survey

  • Note: Ads offering entry into sweepstakes or raffles for a chance to win a prize upon survey completion may be allowed, provided no misleading guarantees of a gift or reward is implied.

• Falsely presenting brand coupons or gift cards through fake third-party sources

• Offering items for free testing outside approved categories, such as cosmetics with a try-before-buy option

• Ads that misuse celebrity images or likenesses to mislead users

Pricing transparency

Policy

You must avoid promotions with prices that are unusually low or high in ways that could mislead or scam users.

Examples of what is not allowed:

• Promotions offering products at over 70% off the fair market value or bundling items at extremely low prices

• Advertising long-term services for free or at minimal cost

• A giveaway item with a significantly higher value than that of the actual product being sold

User safety

Policy

You must ensure that products are safe for consumer use, with any potential safety risks clearly disclosed.

Examples of what is not allowed:

• Physical injury risks, such as suffocation, burns, electric shocks, or cuts caused by the product

• Chemical injury risks, such as allergic reactions or other adverse health symptoms resulting from the product's use

Post-purchase support

Policy

You must provide responsive and transparent post-purchase support, including clear refund policies, accessible customer service, reasonable customer service response times, and product guarantees. You must respond promptly to inquiries and inform users of expected wait times if escalation is needed. A violation may also occur when no response is provided for several days.

Subscriptions and recurring billing

Policy

You must ensure users are fully informed about recurring billing or subscription-based services before completing a purchase. This includes clearly disclosing subscription details, recurring charges, and any hidden fees before checkout. Users must explicitly consent to these charges through opt-in mechanisms like checkboxes. Additionally, you must provide easy and accessible options for users to cancel their subscriptions without undue difficulty.

Examples of what is not allowed:

• Subscription details hidden or disclosed only after purchase

• Users automatically signed up for recurring charges without consent

• Cancellation options that are hard to find or unclear

Packaging and presentation

Policy

You must ensure that products are packaged, labeled, and presented in a way that matches the expectations set in your ads, maintaining both product integrity and a positive customer experience.

Examples of what is not allowed:

• Damaged packaging, such as a crushed box, even if the product is undamaged

• Incomplete labeling, like missing ingredient lists, or incorrect fabric details

• Missing essential information or products lacking critical information, such as safety warnings or expiration dates, or a cleaning product missing hazard instructions

Malicious ads

Policy

Ads within promoted apps, websites, or other products, particularly in-app ads, will be deemed malicious if they violate advertising laws, manipulate user behavior, or significantly interfere with the user experience.

Examples of what is not allowed:

• Illegal ads promoting globally prohibited content, such as adult or gambling services

• Deceptive ads that mislead users by redirecting them to unexpected destinations

• Exaggerating financial claims, omitting essential information, or misrepresenting product features

• Spamming ads that disrupt user experience through excessive repetition, intrusive methods, or aggressive visuals

User expectation and subjective experience

Policy

You should be aware that even if your product matches its advertised description, it might not meet the personal preferences or expectations of users.

Examples:

• Subjective complaints about taste or effect, such as when a customer orders food or skincare and finds it unsatisfactory

• Price-value complaints, such as when users feel a product's price is too high for its quality or effectiveness

• Complaints about a product's perceived effectiveness, such as when consumers expect certain results from a supplement or similar product

Enforcement

We reserve the right to take a variety of actions, such as the rejection of ads or suspension of ad accounts, depending on the severity of the violation and circumstances. For more information, see our TikTok Ad After Conversion Experience Management Guidelines.