What content is prohibited in TikTok ads?

What are TikTok's general advertising policies?

TikTok's advertising policies apply to all of its paid advertising products. As an advertiser on TikTok, you are responsible for your ads. This means ensuring your ads comply with all applicable laws, rules, and regulations that apply to the targeted regions. These regulations can include specific advertising codes, such as the CAP Non-broadcast Code in the UK. The overarching goal is to create and promote honest, safe, and respectful ads.

To understand the full scope of these requirements, TikTok documents that advertisers should read the provided advertising policy articles and resources. These guidelines are in place to ensure a consistent and positive experience for users while maintaining legal compliance across different markets.

What content does TikTok prohibit in ads?

TikTok prohibits ad content that is not honest, safe, or respectful. This broad guideline covers various elements of an ad. Specifically, TikTok considers the caption or text used, any images or visual content, and all audio content that forms part of the ad. Any other content that would be published to the target audience is also subject to these policies.

Beyond the creative elements, TikTok also reviews the eligibility of the promoted product or service itself. The targeted market and age group are also taken into consideration to ensure the ad is appropriate for its intended audience. Furthermore, the consistency between an ad and its landing page, as well as the functionality and eligibility of the landing page, are all part of the content review process to ensure a complete and compliant user journey.

How does TikTok review ads?

As part of the TikTok ads review process, several factors are taken into consideration to determine an ad's compliance. These factors include the eligibility of the promoted product or services, the ad content itself (such as captions, text, images, visual content, and audio), and any other content that forms part of the ad. The targeted market and age group are also assessed, along with the consistency between the ad and its landing page, and the functionality and eligibility of the landing page.

Most TikTok ads are reviewed within 24 hours, though some might take longer than usual for the review process to complete. If your TikTok ads are rejected due to non-compliance with policies, you should review the details of the disapproval. After understanding the reason, you can edit the ad and submit it for re-review. If you are unable to edit your ads or believe the rejection was a mistake, you can request a review of the decision via Advertiser Support.

What are TikTok's creative best practices for ads?

TikTok documents several creative best practices to help ads perform well and fit seamlessly within the platform's user-generated content. It is essential to use sound or music in your ads. Videos should be oriented vertically at a 9:16 aspect ratio, which means the video is taller than it is wide, matching the typical smartphone screen orientation. Ads should also be shot at a minimum of 720P resolution to ensure clarity. Additionally, content must remain visible within the UI safe zone, which is the area of the screen where important visual elements will not be obscured by the platform's interface elements like profile icons or captions.

To capture attention and increase engagement, TikTok recommends featuring people in your ads, such as creators, employees, or customers. In terms of aesthetics, a DIY or not overly polished style is suggested, as this helps the ad blend in with the authentic user-generated content found on TikTok. Prioritizing your hook in the first 6 seconds is crucial to boost engagement and increase watch time, as users often scroll quickly. When using text overlays, TikTok suggests displaying between 5-10 words per second to ensure readability.

How should you manage your ad creatives on TikTok?

For effective ad management, TikTok suggests using between 3-5 different creatives per ad group. Furthermore, it is recommended to have 3-5 diversified ad groups per campaign. This approach allows for testing different ad variations and targeting strategies to find what resonates best with your audience.

Regularly checking ad performance is also a key practice. TikTok recommends refreshing your ad group creatives when delivery results show a consistently declining trend. You should also consider refreshing creatives when daily new users are low, as this can indicate creative fatigue where your audience has seen your existing ads too many times.

Common questions

Who is responsible for TikTok ad compliance?

As an advertiser on TikTok, you are responsible for your ads. This includes complying with all applicable laws, rules, and regulations in targeted regions, as well as creating and promoting honest, safe, and respectful ads according to TikTok's policies.

How long does TikTok ad review take?

Most TikTok ads are reviewed within 24 hours. However, some ads might take longer than usual for the review process to complete, depending on their complexity or specific content.

What should I do if my TikTok ad is rejected?

If your TikTok ad is rejected due to non-compliance, you should review the details of the disapproval. After understanding the issue, edit the ad to address the concerns and then submit it for re-review. If you cannot edit the ad or believe it was mistakenly rejected, you can request a review of the decision via Advertiser Support.

What video specifications does TikTok recommend for ads?

TikTok recommends orienting videos vertically at a 9:16 aspect ratio, shooting at a minimum of 720P resolution, and ensuring all content remains visible within the UI safe zone as per ad specifications. Using sound or music is also a basic requirement.

How can I make my TikTok ads more engaging?

To boost engagement and increase watch time, prioritize a strong hook in the first 6 seconds of your ad. TikTok also recommends featuring people like creators or customers, adopting a DIY or unpolished aesthetic, and using sound or music.