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.
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 discriminate against people unlawfully. Accordingly, advertisers may not include any unlawfully discriminatory or harassing content in their advertising or any content that encourages unlawful discrimination or harassment. In addition, advertisers may not use audience selection tools to: (a) wrongfully target specific groups of people for advertising in a way that breaches applicable laws or regulations; or (b) wrongfully exclude specific groups of people from seeing their ads, in breach of applicable laws or regulations.
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, including those that prohibit 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 unlawfully 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:
Legally protected classes based on the local laws of the region, such as race, ethnicity, age, familial status, and sexual orientation
National identity, country of citizenship, country of origin, or 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
As TikTok develops new products, features and services, it may include additional targeting restrictions as required by applicable laws and regulations.
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.
Read more about TikTok’s Ad Policies.
Read more about TikTok's Community Guidelines.
Read more about TikTok’s Terms of Service.
Read more about TikTok's Custom Audience Terms.
Learn more about how to avoid common mistakes, use our checklist, file a support ticket.
Ready to get started? We’re here to help.