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 at that age group without verifiable parental consent. The EU's GDPR and AVMS Directive impose parallel protections for minors in digital advertising. The UK's Children's Code (GDPR-derived) and the ICO's guidance on children's privacy are also relevant for UK-based campaigns. GOVERNANCE EXPOSURE: High. COPPA enforcement is active and penalties for violations involving children's data and advertising are significant. TikTok's own regulatory history with COPPA creates heightened scrutiny of its advertising partners' compliance with age-targeting provisions. Advertisers using behavioral or interest-based targeting should ensure their data sources and targeting parameters exclude known minors. JURISDICTION FLAGS: COPPA applies to all advertisers targeting US users, regardless of advertiser domicile. EU GDPR Article 8 sets the age of digital consent at 16 in most member states (with member state variation down to 13), creating different thresholds from TikTok's stated under-18 category restrictions. California's CPPA and CPRA add additional minor protection requirements for California residents. Illinois and other states with specific minor privacy laws may also create heightened exposure. CONTRACT AND VENDOR IMPLICATIONS: Advertisers using third-party data providers or audience segment tools should audit those vendors' data sourcing practices to confirm that audience segments used for TikTok targeting do not include individuals under 13 or, for restricted categories, under 18. Data processing agreements with such vendors should address minor exclusion requirements explicitly. COMPLIANCE CONSIDERATIONS: Compliance teams should review targeting configuration defaults and document the audience exclusion parameters applied to all active TikTok campaigns. For restricted product categories (alcohol, gambling, certain financial products), under-18 exclusion should be verified at the campaign setup stage and periodically audited during campaign runtime.
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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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