TikTok Inventory Filter
Last updated, April 2024

TikTok Inventory Filter is a proprietary solution that gives you control over the type of content which runs next to your ads. While all content on our platform goes through careful moderation against our Community Guidelines, TikTok provides you with additional controls to help you reach your goals. The Community Guidelines, in conjunction with our Terms of Service and Intellectual Property Policy, are designed to create a safe and welcoming space for everyone, including advertisers. Below are some examples of content that is not allowed on our platform and is therefore not eligible to appear next to an ad:

Violent extremism: threats and incitement to violence, dangerous individuals, and organizations

Hateful behavior: attacks on the basis of protected attributes, slurs, hateful ideology

Illegal activities and regulated goods: criminal activity, weapons, drugs, controlled substances, alcohol, and tobacco, frauds and scams, gambling, privacy, personal data, and personally identifiable information (PII)

Dangerous acts and challenges: dangerous acts that may lead to serious injury or death, dangerous tools or objects, dangerous driving behavior, ingesting substances that are not meant for consumption

Suicide, self-harm, and disordered eating: suicide, self-harm and eating disorders

Harassment and bullying: abusive behavior, sexual harassment, threats of hacking, doxxing, and blackmail

Adult nudity and sexual activities: sexual exploitation, nudity and sexual activity involving adults

Minor safety: sexual exploitation of minors, grooming behavior, nudity and sexual activity involving minors, harmful activities by minors, physical and psychological harm of minors, crimes against children

Integrity and authenticity: spam and fake engagement, impersonation, harmful misinformation

Illegal activities and regulated goods: criminal activities, weapons, drugs, controlled substances, alcohol, and tobacco, frauds and scams, gambling, Privacy, personal data, and personally identifiable information (PII)

Violent and graphic content: violent or graphic deaths or accidents, dismembered, mutilated, charred, or burned human remains, gore in which an open wound or injury is the core focus, real-world physical violence, fighting, or torture

Copyright and trademark infringement: infringement of copyrights, trademarks, or other intellectual property rights

TikTok Inventory Filter is an additional layer of control, specifically for advertisers, to help you ensure that your advertising appears adjacent to content that aligns with your advertising goals and brand identity, as your brand guidelines may not necessarily align with TikTok’s guidelines.


TikTok Inventory Filter allows you to choose between the following three tiers:

  • Expanded Inventory - Your ads will not appear next to explicitly inappropriate content, but they may appear next to content that features mature themes.

  • Standard Inventory - Your ads will appear next to content that is appropriate for most brands and may contain some mature themes.

  • ​Limited Inventory - Your ads will appear next to content that doesn't contain mature themes.

Content that violates TikTok’s Community Guidelines, Terms of Service, and/or Intellectual Property Policy have been excluded by all three tiers.


The table below sets out more detailed information about the type of content that is excluded for each TikTok Inventory Filter tier.



Category

Category Description

Expanded Inventory

Standard Inventory

Limited Inventory

Military content

Content that insensitively depicts the military, military action, militarism, whitewashing of war, and elements of war crimes

Excluded

Excluded

Excluded

Terrorism

Content that depicts terrorism including perpetrators of terrorist acts, illegal terrorist organizations, and terrorist attacks or incidents

Excluded

Excluded

Excluded

Disrespectful religion and culture

Content that depicts disrespectful actions involving religious buildings or symbols, malicious comparisons between religions, and content violating local culture

Excluded

Excluded

Excluded

Adult sexual content

Content that depicts any nudity or sexually suggestive acts, including in fictional/entertainment/educational/informative settings

Excluded

Excluded

Excluded


Content that depicts any culturally inappropriate sexual behavior or exposure

Excluded

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting any culturally inappropriate sexual behavior or exposure

Included

Included

Excluded

Drugs and drug paraphernalia

Content that glamorizes or gratuitously depicts prescription or recreational drugs abuse, or accessories associated with drug use such as bongs, rolling papers etc.

Excluded

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting prescription or recreational drugs abuse, or accessories associated with drug use such as bongs, rolling papers etc.

Included

Included

Excluded

Illegal services and activity

Content that glamorizes or gratuitously depicts the commission of illegal activities or services including violent crimes and other criminal activities deemed as illegal in a given jurisdiction

Excluded

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting the commission of illegal activities or services including violent crimes and other criminal activities deemed as illegal in a given jurisdiction

Included

Included

Excluded

Private personal information and privacy infringement

Content that glamorizes or gratuitously depicts content that seeks to collect or share private personal information

Excluded

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting content that seeks to collect or share private personal information

Included

Included

Excluded

Weapons, ammunition, and explosives

Content that glamorizes or gratuitously depicts the use of dangerous weapons, ammunition, or explosives in real life, including, but not limited to, guns, explosives or other objects that cause harm to individuals

Excluded by Community Guidelines

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting the use of dangerous weapons, ammunition, or explosives in real life, including, but not limited to, guns, explosives or other objects that cause harm to individuals

Included

Included

Excluded

Obscenity and profanity

Content that glamorizes or gratuitously depicts the use of profanities, slurs, obscene gestures, and sexual references

Included

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting the use of profanities, slurs, obscene gestures, and sexual references

Included

Included

Excluded

Sensational and shocking content

Content that glamorizes or gratuitously depicts bloody, gruesome or graphic imagery that are likely to shock or scare users, excessive violence, cruelty, or gratuitous violence towards animals, and dangerous behaviors and activities without safety protection

Excluded by Community Guidelines

Excluded

Excluded


Content that depicts in fictional/entertainment/educational/informative setting bloody, gruesome or graphic imagery that are likely to shock or scare users, excessive violence, cruelty, or gratuitous violence towards animals, and dangerous behaviors and activities without safety protection

Included

Included

Excluded

Piracy and infringement

Content that glamorizes or gratuitously depicts content related to counterfeiting, copyright or trademark infringement, or brand misuse

Some content is excluded by Community Guidelines

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting content related to counterfeiting, copyright or trademark infringement, or brand misuse

Included

Included

Excluded

Discriminatory content

Content that glamorizes or gratuitously depicts hate speech or discrimination against a protected group, individual, or organization based on race, ethnicity, national origin, sexual orientation, gender identity, religious affiliation, age, family status, or medical or genetic condition

Excluded by Community Guidelines

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting hate speech or discrimination against a protected group, individual, or organization based on race, ethnicity, national origin, sexual orientation, gender identity, religious affiliation, age, family status, or medical or genetic condition

Included

Included

Excluded

Tobacco products and smoking

Content that glamorizes or gratuitously depicts the use of tobacco, tobacco-related products, e-cigarettes, vaping, and gestures imitating the act of smoking

Included

Excluded

Excluded


Content that depict in a fictional/entertainment/educational/informative setting the use of tobacco, tobacco-related products, e-cigarettes, vaping, and gestures imitating the act of smoking

Included

Included

Excluded

Alcohol

Content that glamorizes or gratuitously depicts the consumption of alcoholic beverages

Some content is excluded by Community Guidelines

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting the consumption of alcoholic beverages

Included

Included

Excluded

Political content

Content that glamorizes or gratuitously depicts the support or opposition of political leaders, political parties, or debate surrounding local, state, or federal issues of public importance in order to influence a political outcome

Included

Excluded

Excluded


Content that depicts in a fictional/entertainment/educational/informative setting the support or opposition of political leaders, political parties, or debate surrounding local, state, or federal issues of public importance in order to influence a political outcome

Included

Included

Excluded

If you use TikTok Inventory Filter, we will use reasonable efforts to prevent your ads from being served alongside certain content in a manner consistent with your tier selection, but we cannot guarantee content you have excluded will not appear next to your ads. Please carefully consider your brand risk tolerance before making a tier selection.


* We do not monetize content that we are aware infringes intellectual property rights or provides access to counterfeit goods.


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