TikTok Inventory Filter
Last updated, August 2023

TikTok Inventory Filter is a proprietary solution which gives advertisers control over the type of content which runs next to their ads. While all content on our platform goes through careful moderation against our Community Guidelines, TikTok provides advertisers with additional controls to help them reach their 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:

  • ​Full Inventory - Your ads may appear next to some content featuring 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.


The table below sets out more detailed information about the type of content that is excluded for each TikTok Inventory Filter tier. The risk levels are defined as follows:


Category Definition

Risk Level

Full Inventory

Standard Inventory

Limited Inventory

Adult Sexual Content:sexual activities, behaviors, or gestures that are overly suggestive or sexually provocative; full or partial nudity, or implied nudity; profanity used in a sexual nature.

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Weapons, Ammunition and Explosives:use of dangerous weapons, ammunition, or explosives in real life, including, but not limited to, guns, explosives, bombs, or other objects that are designed to cause harm to individuals

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Illegal Services and Activity:services or activities considered illegal in a given jurisdiction

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Military Contentcontent regarding: the military, sensitive military events, militarism, police symbols, the advocating or whitewashing of war, etc

Floor Content

Some excluded by Community Guidelines

Excluded

Excluded


High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Sensational and Shocking Content:bloody or gruesome imagery or graphic images that are likely to shock or scare users; crime, excessive violence, cruelty, or violence towards animals; dangerous behaviors without safety protection

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Obscenity and Profanity:Content that depicts the use of profanities and obscene gestures

High Risk

Included

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Piracy and Infringement :content related to counterfeiting, copyright or trademark infringement, or brand misuse

Floor Content

Excluded by Community Guidelines or Intellectual Property Policy

Excluded

Excluded


High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Discriminatory Content:hate speech 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

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Drugs and Drug Paraphernalia:prescription or recreational drugs, or accessories associated with drug use such as bongs, rolling papers, or vaporized delivery devices

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Tobacco Products and Smoking:tobacco, tobacco-related products such as cigars, tobacco pipes, rolling papers, or e-cigarettes, or smoking-related behavior in real life, including, but not limited to, alternatives which imitate the act of smoking

Floor Content

Some content is excluded by Community Guidelines

Excluded

Excluded


High Risk

Included

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Privacy infringement: Content that shares, seeks to collect, or encourage others to disclose private personal information in violation of laws and community guidelines

Floor

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Terrorism:separatism, terrorism or illegal organizations

Floor Content

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Political Content:advocate, oppose, criticize a candidate for public office, current or former political leader, political party, or political organization; content that advocates a stance (for or against) on a local, state, or federal issue of public importance in order to influence a political outcome

High Risk

Included

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Edgy Content U18:Edgy content involving someone under the age of 18 , such excessive skin exposure , influencing minors to participate in unsuitable activities, buying lottery tickets. smoking or pretending to smoke, drinking or pretending to drink.

Floor

Excluded by Community Guidelines

Excluded

Excluded


High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Religion and Culture:disrespectful actions involving or towards religious buildings, religious symbols, or a malicious comparison of religions; content that violates the local culture

Floor

Some content is excluded by Community Guidelines

Excluded

Excluded


High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Gambling and Lotteries:online gambling with real money or simulated gambling, must not portray or encourage gambling-related behavior; lotteries that use real money or sports/horse race betting

High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

Included

Included

Excluded

Alcohol:consumption of alcohol or irresponsible drinking

Floor Content

Some content is excluded by Community Guidelines

Excluded

Excluded


High Risk

Some content is excluded by Community Guidelines

Excluded

Excluded


Medium Risk

Included

Included

Excluded


Low Risk

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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