Advertising materials include visual content (graphics, video files, animations), text elements of ads, and content posted on landing pages.
More detailed information is provided in the sections:

• Prohibited Content
• Types and Features of Advertising
• Specifics of Advertising Activities

Prohibited Topics

The following types of advertisements are not allowed:

• Services or actions that violate laws in the display region.
• Prescription-only medicines.
• Psychoactive substances and paraphernalia for their use.
• Weapons, ammunition, and any explosive devices.
• Tobacco products, including e-cigarettes and their analogs.
• Political campaign materials.
• Content related to military or police insignia.
• Materials of an overtly sexual nature.
• Software or devices for covert surveillance.
• Fake documents.
• Counterfeit products or copies of well-known brands.

Additional Requirements and Restrictions by Category

Dating

Ads that include elements promoting, suggesting, or hinting at escort services, financially beneficial relationships, cheating, intimate meetings, or other similar interaction formats are prohibited.

Gambling

Promotion of gambling involving real money, as well as direct advertisement of real money transactions in games, is not allowed.
Advertising materials must not depict individuals engaged in gambling or encourage such behavior. Also prohibited are ads for lotteries and contests involving real money, as well as promotion of bets on sports events or races in specific regions.

Children’s Products

• Images of minors in overly revealing clothing, including swimsuits, are prohibited.
• Use of images of children in swimsuits is allowed only for products related to swimming (e.g., inflatable pools). The principle to follow is: "How would I dress my child for a visit to a public place?"
• Ads for children's clothing should avoid overly revealing or explicit elements. If the product is not swimwear, images of children in swimwear are not allowed.
• For campaigns targeting the EMEA (Europe, Middle East, Africa) region and the USA, direct appeals to children to convince adults to buy the advertised product are not allowed.

Weight Control Products and Services

(Restrictions apply to ads targeting Canada, Europe, Israel, Latin America, the USA, the Middle East, North Africa, and Turkey)

• The participation of minors in such ads is strictly prohibited.
• Claims that a desired result can be achieved exclusively through the advertised product without changes in diet or exercise are prohibited.
• Promising easy or guaranteed results is not allowed.
• Specific weight loss numbers or calorie content (e.g., “I lost 15 kg with this product”) should not be mentioned.

Body Image Stereotypes

(Restrictions apply to ads targeting Canada, Europe, Israel, Latin America, the USA, the Middle East, North Africa, and Turkey)

• Ads must not create unhealthy or negative body image stereotypes.
• Materials should not pressure the audience into believing a specific body shape or appearance is mandatory or preferred, nor should they use guilt to influence choices.
• Promotion of dangerous weight loss or exercise methods, such as extreme diets, exhausting physical exercises, fasting, or similar approaches, is prohibited.
• “Before/after” comparisons are not allowed if the changes were achieved through cosmetic procedures, makeup, photo editing, or other artificial methods (especially in beauty ads).

Rules for Advertising Material Design

• Using TikTok’s logo or mimicking its interface without official permission is strictly prohibited.
  
  
• Showing third-party personal data, including phone numbers (except the advertiser's number), is not allowed.
  
  
• Ads must not exaggerate the effectiveness of the product or service.
  Examples:
  
• Lotion: "Get slim after just one application."
  
• Product: "Complete cure for chronic illnesses."
  
• Financial service: "Money in your account in 10 seconds."
  
• Cream: "Instant wrinkle removal, shown in ‘before and after’ photos."
  
  
• Ads and landing pages should not compare a product negatively to competitors.
  Examples:
  
• “Our product is XX cheaper than at ABC store.”
  
• “Our delivery times are faster than others.”
  
• “Our flowers are the cheapest!”
  
  
• Interface elements that create the impression that the user is interacting with TikTok’s functionality when they are not, are prohibited.
  What’s allowed:
  
• “Swipe left to learn more.”
  
• “Click to visit the website.”
  
  What’s not allowed:
  
• “Swipe up to see more details” (if it only launches the next video and doesn’t open additional information).
  
• “Click to open the chest” (if it just redirects to the landing page).
  
  
• Ads and landing pages cannot have contradictions in discount or promotion information. For example, if the ad says a 50% discount but the landing page shows 40%, it is a violation. Also, promoting prizes that are not mentioned on the landing page is not allowed.
  
  
• The landing page must not have pop-up windows that cannot be closed or skipped.
  Example: A pop-up asking for personal data to proceed.
  
  
• All ads must provide complete information about the cost of the promoted product or service. TikTok reserves the right to remove materials that do not comply with the rules.
  
  
• Ads with false or misleading claims are prohibited.
  
  
• Ads cannot show violence, shocking images, bloody scenes, or dangerous actions.
  Examples:
  
• Images of bodily fluids or waste.
  
• Photos of hair in drains or dirty surfaces.
  
  
• Content that causes panic or fear, potentially harming the user, is prohibited.
  Example: Texts like “Your device is infected with a virus” or “Delete the threatening program?”
  
  
• Ads cannot contain vulgar, offensive, or obscene language.
  
  
• Promoting unreasonable purchases through installments or loans, especially suggesting these financial operations are harmless, is not allowed.

General Requirements for Creatives and Landing Pages

• Ads cannot redirect users to non-working, empty, or outdated pages, pages with errors, or pages under development.
• Landing pages must be mobile-friendly and error-free.
• Automatic file downloads to users’ mobile devices from landing pages are prohibited.
• To access main information on the landing page, installing additional software or providing confidential data must not be required.
• The page should function correctly for users in the targeted country.
• Product prices must be displayed in the currency of the country where the ad campaign is being run.
• QR codes cannot be used in advertising creatives in most regions, including Southeast Asia, Europe, the Middle East, and Africa.
• Ads and landing pages should match the product shown in the ad. If the ad talks about Product A, the same product should appear on the landing page.

Collection of Personal Data on Landing Pages

Each ad must ensure that the process of collecting and processing users’ personal data is fully secure and compliant with the laws of the country. Users must be able to review the privacy policy before submitting their data.
Without prior written consent from TikTok, the following categories of data are prohibited:

• Information about racial or ethnic origin.
• Political views or political party membership.
• Religious or philosophical beliefs.
• Union membership.
• Medical data, including illnesses, disabilities, mental disorders, and treatment history.
• Personal information about sexual life, orientation, or gender identity.
• Data about offenses, arrests, lawsuits, or convictions.
• Information about identity documents, such as passport numbers, social security numbers, tax identification numbers, etc.
• Financial data, including income, bank account numbers, credit card details, loans, debts, and other financial information.
• Insurance-related information, such as policies or payments.
• Account details, including passwords, secret question answers, and other similar data.
• Personal data such as exact birth date or user age.