TikTok’s Anti-Discrimination Ad Policy

Last updated: October 2024

Why do we prioritize Anti-Discrimination in Advertising?

Our mission at TikTok is to inspire creativity and bring joy. Advertisers can play an important role in building this vision by sharing campaigns that help people find new products, services, ideas, and communities.

Additionally, advertisers are responsible for abiding by all applicable local rules and regulations as well as our overarching Ad Policies.

When advertising on our platform, we expect everyone to be respectful, inclusive, and honest. We’ve outlined a few helpful tips on how to get started.

What are the details of the Anti-Discrimination Ad Policy?

Personalized advertising can help both brands and users connect in ways that are more relevant and effective. When advertisers use ad products, such as custom audiences, behavior, or interest-based targeting, we require that they follow our policies and standards for targeting ad campaigns.

TikTok prohibits advertisers from using our ads products to wrongfully discriminate against people. Accordingly, advertisers may not include any discriminatory or harassing content in their advertising or any content that encourages wrongful discrimination or harassment. In addition, advertisers may not use audience selection tools to:

wrongfully target specific groups of people for advertising;
or wrongfully exclude specific groups of people from seeing their ads.

Whilst TikTok makes available tools and audience groups on our platform, it is the responsibility of advertisers to ensure those tools and audiences are used in a way which is compliant with applicable laws and regulations. This includes not discriminating against certain groups of people in connection with, for example, offers of housing, employment, and credit.

In order to prioritize our users and ensure a positive experience on our platform, we do not allow advertisers to wrongfully target or exclude users based on the following categories, including without limitation through the use of Custom Audiences or the tools and audiences made available on our platform:

Categories advertisers may not use for wrongful discriminatory ad targeting:

Race, caste, tribe, ethnicity, familial status, sexual orientation or gender identity.
National identity, country of citizenship, country of origin, or immigration status.
Veteran status or identity or beliefs in regards to political groups, religion or union affiliations.
Personal, financial, or legal hardships.
Individual health statuses or disabilities, including mental, physical, genetic, or emotional health and conditions.
Any other protected categories under applicable laws not listed here.

As TikTok develops new products, features and services, it may include additional targeting restrictions as required by applicable laws and regulations.

Disclaimer: This guide is not a substitute for legal advice. Consult a legal professional for advice about your compliant use of TikTok's ad products and services.

How does the ad policy vary based on region?

We're glad you asked. TikTok’s approach to ad policies takes into account that laws, cultures and values vary by region. Please work with your TikTok representative for questions on specific nuances of your local region.

Curious to learn more?

Questions or feedback?

Learn more about how to avoid common mistakes, use our checklist, file a support ticket.

Ready to get started? We’re here to help.