TikTok Messaging Ads: Policies

Policy overview

TikTok Messaging Ads are subject to policies that aim to prevent the advertisement of harmful products and services as well as harmful behaviors using the TikTok messaging feature. While using this product, users and advertisers should follow both TikTok's Community Guidelines as well as Advertising Policies. Note: If you use a Message Management Tool (MMT) to help manage your message interactions, your use of that MMT is subject to that MMT’s Terms and Policies.

Community Guidelines

We have Community Guidelines to create a welcoming, safe, and entertaining experience. The guidelines apply to everyone and everything on our platform. They include rules for what is allowed on TikTok, as well as standards for what is eligible for the For You feed (FYF). The TikTok Messaging Ads feature is subject to Community Guidelines and is meant to prevent harmful behaviors such as bullying, spam, and hate speech.

Advertising Policy

Advertising Policies are in place to ensure the type of ads on the platform are safe and provide a good experience for users on the platform. Advertising Policies categories include:

• Ad Creatives and Landing Page Policy

• Industry Entry Policy.

TikTok Messaging Ads must follow all Advertising Policies by ensuring that ad creatives and any content shared through messages is appropriate according to Ad Creative policy as well as not offering any prohibited or restricted products according to Industry Entry policy.

For example, Industry Entry policy strictly prohibits industry categories like political content and dangerous products or services. Ad Creative policy prohibits things like adult content and dangerous activities.

Avoiding common violations

In addition to following the above policies, advertisers using TikTok Messaging Ads can help avoid common violation pitfalls by minding the following:

• Ensure there is no mismatch between the product or industry in the ad video creative leading to the messaging conversation and the product being discussed in the direct message.

  • For example, the brand displayed in the video creatives should match the brand discussed in the direct message.

• Ensure that any claims made in the video creative match what is discussed in the message or displayed on any landing page shared within.

  • For example, if a video creative makes an offer about a product or service or mentions a specific sale or price, the messages and landing page should reflect the same offers mentioned in the creative.

  • Similarly, if a video creative offers a free service, guide, or gift, the messages and landing page should not ask for a payment in exchange for the materials mentioned in the creative.

• Avoid asking for a user's sensitive personal information during a TikTok Messaging Ad conversation or any associated landing page contained within. This type of information includes, but is not limited to:

  • Date of birth

  • Bank account, credit card, and debit card information

  • Network identify information like passwords and password protection answers

  • Medical records and biometric information

  • Information about race, ethnicity, religion, sexual orientation, political information, or criminal history

• The messages exchanged with the user do not promote or make reference to a product that is prohibited under TikTok's Industry Entry policy.

• Messages using this feature are not allowed to use TikTok brand elements without authorization or otherwise impersonate the brand.

  • For example, a message should not contain any coupons or offers utilizing TikTok branding unless making use of an existing TikTok ad feature.

Enforcement

A violation of our rules may lead to:

• Ad rejection or restrictions

• Direct messaging restriction

• Account ban if severe or repeated violations

Appealing ad policy enforcements

To appeal a rejected Ad Group or Ad Review, please follow the One Click Appeal process.

Appealing content or TikTok account enforcements

If your TikTok account was banned, or your content was violative, made ineligible for the FYF, or otherwise restricted, and you believe it was an error, then you can appeal the decision.You can view the status of your appeal in the in-app Safety Center, as well as the status of any reports you have filed about other content or accounts.