The guidelines require all users who post content that promotes a product, brand, or business to use TikTok's proprietary content disclosure setting; this obligation applies regardless of whether the promotion is paid or organic.
This analysis describes what TikTok'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 requires affirmative use of a platform-specific disclosure mechanism for any promotional content, establishing a compliance obligation that interacts with FTC endorsement and disclosure guidance applicable to influencers, creators, and business accounts operating in the US market.
Interpretive note: The provision does not define the threshold for what constitutes 'promoting' a product, brand, or business, creating interpretive ambiguity for organic mentions, affiliate links, or non-compensated brand references.
The updated Community Guidelines expand what conduct TikTok prohibits regarding regulated goods. Previously, the platform prohibited 'trade, marketing, or promotion' of regulated items; the revised language now also prohibits 'providing access to' such goods. Additionally, the exception allowing sellers to market regulated items has been narrowed: only 'verified business accounts and verified TikTok Shop sellers' may now qualify, whereas previously 'registered business accounts' could also qualify. These changes mean more conduct is prohibited and fewer seller accounts meet the criteria for exceptions.
View change record →The agreement requires that any content promoting a product, brand, or business include a disclosure applied through TikTok's content disclosure setting; failure to comply constitutes a guideline violation subject to content removal or account-level enforcement actions.
Cross-platform context
See how other platforms handle Mandatory Commercial Disclosure Setting and similar clauses.
Compare across platforms →"Commercial Disclosure and Paid Marketing: If you're promoting a product, brand, or business, you must use TikTok's content disclosure setting.Excerpt from TikTok's Community Guidelines
(1) REGULATORY LANDSCAPE: This provision engages FTC guidelines on endorsements and testimonials, which require clear and conspicuous disclosure of material connections between content creators and brands.
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This provision requires affirmative use of a platform-specific disclosure mechanism for any promotional content, establishing a compliance obligation that interacts with FTC endorsement and disclosure guidance applicable to influencers, creators, and business accounts operating in the US market.
The agreement requires that any content promoting a product, brand, or business include a disclosure applied through TikTok's content disclosure setting; failure to comply constitutes a guideline violation subject to content removal or account-level enforcement actions.
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