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The guidelines require any user promoting a product, brand, or business on TikTok to use TikTok's designated content disclosure setting; this applies to all promotional content regardless of whether the creator is paid.
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 establishes a platform-level obligation that aligns with FTC endorsement and disclosure guidance, requiring the use of a specific in-platform tool rather than any self-selected disclosure method. Creators, influencers, and brand partners operating on TikTok must ensure their content workflows incorporate this specific disclosure mechanism.
Interpretive note: Whether use of TikTok's in-platform disclosure setting satisfies FTC or EU regulatory disclosure standards in all jurisdictions is not addressed by the document and may require separate regulatory evaluation.
The updated Community Guidelines footer no longer includes a direct link to TikTok's Children's Privacy Policy. Previously, users navigating the Community Guidelines could access child-specific privacy disclosures through the footer link. The Children's Privacy Policy itself may remain available on TikTok's platform, but this change reduces the visibility and discoverability of that document from the Community Guidelines page. Users seeking child privacy information from the Community Guidelines will need to navigate elsewhere or search for it independently.
View change record →This provision requires that any promotional content on TikTok carry a disclosure applied through TikTok's own content disclosure setting, enabling viewers to identify sponsored or commercial posts. Content that does not use this setting and promotes a product or business may be subject to enforcement under these terms.
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"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 the FTC Act and the FTC's Endorsement Guides, which require clear and conspicuous disclosure of material connections in commercial content. The FTC is the primary U.S. enforcement authority. EU users may also engage Directive 2005/29/EC on unfair commercial practices and national advertising standards authorities. The provision's requirement to use a specific platform tool rather than any FTC-compliant disclosure method may create questions about whether platform-tool disclosure satisfies regulatory standards in all jurisdictions. 2) GOVERNANCE EXPOSURE: High. Brands, agencies, and creators engaged in commercial partnerships on TikTok must operationalize use of TikTok's disclosure setting as a mandatory workflow step. Failure to use this specific tool, even with other disclosure language present, may constitute a violation of the guidelines and trigger content removal or account enforcement. 3) JURISDICTION FLAGS: Heightened exposure in the United States under FTC Endorsement Guides and in the EU under applicable advertising disclosure regulations. Influencer marketing compliance teams in both regions should verify that the TikTok disclosure setting satisfies applicable regulatory requirements, as platform-tool disclosures may not uniformly satisfy all national standards. 4) CONTRACT AND VENDOR IMPLICATIONS: Influencer contracts, brand partnership agreements, and agency service agreements that include TikTok content should be reviewed to confirm that disclosure obligations are explicitly assigned and that the requirement to use TikTok's specific disclosure setting is incorporated. Indemnification clauses should address liability for failure to apply the disclosure setting. 5) COMPLIANCE CONSIDERATIONS: Compliance teams should audit existing TikTok content workflows to confirm the disclosure setting is activated for all promotional posts. Training materials for creator teams and agency partners should specifically identify TikTok's content disclosure setting as a required step. Legal teams should evaluate whether platform-tool disclosure satisfies applicable FTC and EU disclosure standards on a jurisdiction-by-jurisdiction basis.
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This provision establishes a platform-level obligation that aligns with FTC endorsement and disclosure guidance, requiring the use of a specific in-platform tool rather than any self-selected disclosure method. Creators, influencers, and brand partners operating on TikTok must ensure their content workflows incorporate this specific disclosure mechanism.
This provision requires that any promotional content on TikTok carry a disclosure applied through TikTok's own content disclosure setting, enabling viewers to identify sponsored or commercial posts. Content that does not use this setting and promotes a product or business may be subject to enforcement under these terms.
No. ConductAtlas is an independent monitoring service. We are not affiliated with, endorsed by, or sponsored by TikTok.