The policy prohibits targeting users under 13 and restricts targeting of users under 18 for specific product categories, while also prohibiting ad creative that is primarily designed to appeal to children in harmful ways or promote age-inappropriate products.
This analysis describes what TikTok Ads's agreement states, permits, or reserves. It does not constitute a legal determination about enforceability. Regulatory applicability and practical outcomes may vary by jurisdiction, enforcement context, and individual circumstances. Read our methodology
This provision establishes age-based targeting restrictions at two thresholds, under-13 and under-18, creating distinct compliance obligations for advertisers based on product category and audience targeting parameters.
Interpretive note: The specific list of product categories subject to under-18 targeting restrictions was not fully extractable from the truncated document source.
Under these terms, advertisers must configure audience targeting parameters to exclude users under 13 across all campaigns, and must additionally restrict under-18 targeting for product categories designated by TikTok as age-restricted. Creative content that is primarily designed to appeal to children in harmful ways will be subject to rejection.
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"Advertisers must not target users under the age of 13. Certain categories of products and services may not be targeted to users under 18. Ads must not be designed to appeal primarily to children in ways that could cause harm or that promote products inappropriate for minors.Excerpt from TikTok Ads's TikTok Advertising Policies
REGULATORY LANDSCAPE: The under-13 targeting prohibition directly engages COPPA (Children's Online Privacy Protection Act) in the US, enforced by the FTC, which restricts collection of personal information from children under 13 and prohibits targeting advertising …
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This provision establishes age-based targeting restrictions at two thresholds, under-13 and under-18, creating distinct compliance obligations for advertisers based on product category and audience targeting parameters.
Under these terms, advertisers must configure audience targeting parameters to exclude users under 13 across all campaigns, and must additionally restrict under-18 targeting for product categories designated by TikTok as age-restricted. Creative content that is primarily designed to appeal to children in harmful ways will be subject to rejection.
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