TikTok Industry-Specific Ad Policies

This document is TikTok Ads' advertising policy, published via the TikTok Business Help Center, governing the standards, restrictions, and eligibility requirements that advertisers must meet to run paid campaigns on TikTok's advertising platform. The policy states that advertisers are responsible for ensuring their ads, landing pages, and promoted products comply with TikTok's rules, applicable local laws, and platform-specific guidelines, and the terms authorize TikTok to reject, remove, or suspend any advertisement or advertiser account found to be in violation. The policy contains detailed prohibited and restricted content categories, including absolute bans on ads promoting illegal drugs, weapons, counterfeit goods, tobacco, and adult content, as well as conditional restrictions on categories such as alcohol, financial services, gambling, and healthcare products that require pre-approval or jurisdiction-specific compliance, which is operationally distinct in its layered pre-clearance model relative to some advertising platforms. The policy engages regulatory frameworks including FTC guidelines on advertising disclosures, COPPA given TikTok's user demographics, GDPR and local data protection laws relevant to ad targeting, and sector-specific regulations governing financial promotions, health claims, and gambling advertising across jurisdictions. Advertisers operating in regulated industries, targeting EU or UK users, or running campaigns involving health, financial, or political content face heightened compliance obligations, as the policy's applicability and enforcement mechanisms may vary by market and product category.