2025 TikTok Ad Policy Updates: Compliance, Review Checklist, and Impact on Creative Content

In 2025, TikTok’s ad policy has undergone significant updates that can’t be missed by advertisers. According to a SEMrush 2023 Study and Google’s official guidelines, these changes emphasize precision, transparency, and data security. Compared to other platforms like Facebook and Instagram, TikTok offers unique advantages but also comes with new compliance challenges. With over 170 million Americans using TikTok monthly, getting on top of these updates is crucial for a successful ad campaign. Our buying guide offers a detailed review checklist, ensuring you get the best price and free installation – like perks for your ads while staying compliant.

Comparison with other platforms

In the highly competitive landscape of social media advertising, it’s crucial to understand how TikTok stacks up against other major platforms. A SEMrush 2023 Study found that TikTok has seen a significant rise in ad spending, with brands increasingly allocating more of their budgets to the platform. For instance, a beauty brand that previously only advertised on Facebook and Instagram decided to give TikTok a try in 2024. After just six months, they saw a 30% increase in brand awareness and a 25% boost in product sales specifically from their TikTok ads.

Compared to Facebook

Content style and prohibited content

Facebook has long been a staple for brands looking to reach a wide audience. However, its content style tends to be more formal and business – oriented compared to TikTok. On Facebook, users are more likely to engage with long – form posts, articles, and professional – looking images. In contrast, TikTok thrives on short, energetic, and highly creative videos. Pro Tip: If your brand has a younger target audience or a fun – loving brand image, TikTok’s content style may be a better fit.
When it comes to prohibited content, both platforms have strict rules. But TikTok has more flexibility in terms of creative expression as long as it complies with its community guidelines. For example, some types of humor that might be considered too edgy for Facebook can find a home on TikTok. As recommended by industry tool Brandwatch, brands should carefully review each platform’s prohibited content list before creating ads.

Privacy and data protection

Facebook has faced numerous data privacy scandals in the past, which has led to increased scrutiny and regulations. In response, Facebook has implemented strict data protection measures, but user trust has been shaken. TikTok, on the other hand, is under the spotlight for different reasons, mainly due to its Chinese ownership. However, TikTok claims to prioritize user privacy and has taken steps to ensure data is protected.

Platform	Privacy Concerns	Data Protection Measures
Facebook	Past data scandals, user trust issues	Stricter regulations, more transparency reports
TikTok	Concerns due to Chinese ownership	Claims of strict data handling, data storage in the US

Compared to Instagram

Algorithm and advertising suitability

Instagram’s algorithm focuses on showing users content based on their interests, followers, and past interactions. It emphasizes high – quality visuals, making it ideal for fashion, beauty, and lifestyle brands. TikTok’s algorithm, however, is designed to discover and promote content to a wide and diverse audience, regardless of the user’s existing follow list. This means that even small brands with no large following can go viral on TikTok.
For example, a small handmade jewelry brand might have a hard time breaking through on Instagram’s crowded feed. But on TikTok, their unique product videos could reach millions of users, generating a surge in sales. Pro Tip: If your brand is looking to quickly gain exposure and reach a new audience, TikTok’s algorithm could work in your favor. As recommended by Sprout Social, test different types of ads on both platforms to see which one yields better results.
Key Takeaways:

• TikTok’s content style is more casual and creative compared to the formality of Facebook.
• Both Facebook and TikTok have data protection measures, but they face different privacy – related challenges.
• Instagram’s algorithm is based on user interests, while TikTok’s can rapidly expose content to a broad audience.
  Try our social media platform comparison calculator to see which platform might be the best fit for your brand’s advertising needs.

Major changes in 2025

New requirements

Precision, clarity, and transparency

In 2025, TikTok’s ad policy now emphasizes precision, clarity, and transparency. A recent SEMrush 2023 Study found that 75% of consumers are more likely to engage with ads that clearly convey their purpose. For instance, a beauty brand on TikTok used to have vague product claims in their ads, but after the policy change, they clearly stated the ingredients and benefits of their products. As a result, they saw a 30% increase in click – through rates. Pro Tip: When creating ads, use simple language and avoid overly complex or ambiguous statements. Make sure all claims are easy to understand for your target audience.

AI content disclosures

With the rise of AI in advertising, TikTok has introduced a new requirement for AI content disclosures. If an ad contains AI – generated elements such as images, videos, or text, it must be clearly marked. This is in line with Google’s official guidelines on transparency in digital advertising. An example of this is a clothing brand that used an AI – generated model in their ad. They added a small disclaimer at the bottom of the ad stating that the model was AI – generated. This not only complies with the policy but also builds trust with the audience. Pro Tip: When using AI in your ads, plan the disclosure prominently so that users are aware from the start.

Targeting restrictions

TikTok has tightened its targeting restrictions in 2025. Advertisers can no longer target certain sensitive groups without proper authorization. This is to protect user privacy and prevent discriminatory advertising. For example, an insurance company that previously targeted high – risk groups without clear disclosures now has to follow stricter rules. As recommended by industry standard tools, advertisers should review their targeting strategies regularly to ensure compliance. Pro Tip: Check and update your targeting criteria frequently to avoid policy violations.

New resources

TikTok has provided new resources to help advertisers comply with the 2025 ad policy updates. These resources include detailed guides on creative content restrictions and the appeals process. Advertisers can access these resources through the TikTok Ads Manager. Try the TikTok Ad Policy compliance checker available on the platform to quickly identify if your ad meets the requirements.

Expansion of safety suite

TikTok has expanded its safety suite in 2025. This includes enhanced features for content moderation, child safety, and hate speech prevention. According to industry benchmarks, this move is in line with other major social media platforms’ efforts to create a safer advertising environment. For example, YouTube also has a comprehensive safety suite for advertisers. Top – performing solutions include using TikTok’s new AI – powered moderation tools to ensure your ads are compliant. Pro Tip: Familiarize yourself with the new features in the safety suite to maximize the safety and compliance of your ads.
Key Takeaways:

• In 2025, TikTok’s ad policy requires precision, clarity, and transparency in ads, along with AI content disclosures and tighter targeting restrictions.
• New resources are available on the TikTok Ads Manager to assist with compliance.
• The expansion of the safety suite enhances content moderation and user safety.

Ad review checklist for 2025

With over 170 million Americans using TikTok monthly (SEMrush 2023 Study), it’s no wonder advertisers are eager to tap into this platform. However, with the platform’s ad policies evolving in 2025, it’s crucial to have a solid ad review checklist.

General guidelines

Branding and spelling

When creating ads on TikTok, it’s essential to ensure proper branding and spelling. Your brand’s logo, name, and overall identity should be consistent throughout the ad. A practical example is a well – known beauty brand that ran an ad on TikTok. In the ad, they misspelled the name of a new product, which led to confusion among users and a drop in engagement.
Pro Tip: Before submitting your ad, have a colleague or friend double – check the branding elements and spelling to avoid such mistakes.

Four key components

Landing page

The landing page of your TikTok ad is a critical element. It should load quickly and be mobile – friendly. According to a recent Google study, if a mobile page takes more than 3 seconds to load, 53% of users will abandon it. For instance, a fashion brand running a TikTok ad directed users to a landing page that was slow to load. As a result, they lost a significant number of potential customers.
Pro Tip: Optimize your landing page for mobile devices and test its loading speed regularly. Use tools like Google PageSpeed Insights to identify areas for improvement.

Ad display

The ad display on TikTok needs to comply with the platform’s community guidelines. Ads should not contain any offensive, violent, or misleading content. An example of a non – compliant ad is an ad that exaggerated the benefits of a weight – loss product. Such ads are likely to be rejected during the review process.
Pro Tip: Familiarize yourself with TikTok’s community guidelines thoroughly and create ads that align with them. Use TikTok’s ad creative tools to ensure your ads are visually appealing and compliant.

Other best – practices

As recommended by industry tools like AdEspresso, regularly review and update your ad content to stay relevant and compliant. Additionally, keep an eye on industry benchmarks. For example, compare your ad’s engagement rate with the average engagement rate for your industry on TikTok.
Top – performing solutions include using clear call – to – actions in your ads and leveraging user – generated content to increase authenticity.
Try our ad compliance checker to see if your TikTok ads meet the 2025 policy requirements.
Key Takeaways:

• Ensure proper branding and spelling in your ads.
• Optimize your landing page for mobile and fast loading.
• Adhere to TikTok’s community guidelines in ad display.
• Regularly review and update ad content, and use industry tools for better results.

Impact of data – security legal aspects on ad policies

Did you know that as social media platforms face increasing scrutiny for data security, ad policies are being significantly reshaped? TikTok, being used monthly by 170 million Americans and a growing ad vehicle, is no exception. Data – security legal aspects are having a profound impact on its ad policies.

Stricter data – protection requirements in ad targeting

In the current digital landscape, data protection is of utmost importance. TikTok is now imposing stricter data – protection requirements in ad targeting. Advertisers can no longer rely on broad, unfocused data collection for targeting purposes. A SEMrush 2023 Study showed that platforms with better data – protection practices tend to have higher user trust, which in turn leads to more effective ad campaigns.
Practical Example: A beauty brand that previously targeted users based on very general demographics now has to ensure that it obtains proper consent for data collection and use more specific, privacy – compliant methods for targeting. For instance, instead of just targeting women aged 18 – 35, they might target women in that age group who have actively expressed interest in beauty products.
Pro Tip: Advertisers should invest in secure data management systems that can help them meet these new requirements. Ensure that all data collection methods are clearly disclosed to users.

Geographical restrictions in ad distribution

Due to different data – security laws across regions, TikTok has implemented geographical restrictions in ad distribution. Some areas may have more stringent data – security laws, and TikTok has to comply. For example, certain European countries have very strict data – privacy regulations under the General Data Protection Regulation (GDPR).
Practical Example: An e – commerce brand that was planning a global ad campaign had to adjust its strategy. It had to limit the ad distribution in regions with strict data laws and ensure that its data handling practices in those regions met the local requirements.
Pro Tip: Before launching an ad campaign, thoroughly research the data – security laws in different regions. Consider working with local partners who are familiar with the regulations.

Regulatory compliance checks for advertisers

Advertisers on TikTok now face more rigorous regulatory compliance checks. This is to ensure that they are following all data – security legal requirements. TikTok is acting more like a gatekeeper to protect user data.
Practical Example: A food delivery service that wanted to run ads on TikTok had to submit detailed documentation about its data – handling processes during the ad review. If it failed to meet the compliance standards, its ads would not be approved.
Pro Tip: Keep all documentation related to data collection and usage in order. Have a clear audit trail that shows compliance with regulations.

Changes in appeal processes

The appeal processes for advertisers have also changed. If an ad is rejected due to data – security non – compliance, the appeal process has become more structured. Advertisers need to provide evidence that they have addressed the issues.
Practical Example: A fashion brand had an ad rejected because it was found to be using data without proper consent. When appealing, it provided new consent forms and a plan to ensure future compliance, and its ad was eventually approved.
Pro Tip: When appealing, be very clear and specific about the steps you have taken to correct the non – compliance issues. Provide detailed documentation to support your case.

Impact on creative content restrictions

Data – security legal aspects have also led to new creative content restrictions. Ads cannot mention data – collection practices in a misleading way. They also cannot imply access to user data that is not permitted.
Practical Example: An electronics brand had to re – design an ad that originally claimed to offer personalized experiences based on "all your data." The new ad had to be more specific about what data was used and how it was obtained.
Pro Tip: When creating ad content, have a legal team review it to ensure compliance with data – security laws. Be transparent about data usage in a clear and concise manner.
As recommended by industry experts, advertisers should stay updated with all the data – security legal changes and adjust their ad strategies accordingly. Top – performing solutions include working with data – security consultants and using secure ad – management platforms. Try our ad compliance checker to ensure your TikTok ads meet all the data – security requirements.
Key Takeaways:

• TikTok has implemented stricter data – protection requirements in ad targeting, geographical restrictions in ad distribution, more regulatory compliance checks for advertisers, changes in appeal processes, and new creative content restrictions due to data – security legal aspects.
• Advertisers should invest in secure data management, research regional laws, keep proper documentation, be clear when appealing, and have legal review of ad content.
• Tools like industry – recommended data – security consultants and an ad compliance checker can help advertisers stay compliant.

FAQ

What is the significance of TikTok’s AI content disclosures in 2025?

According to Google’s official guidelines on digital advertising transparency, TikTok’s 2025 ad policy mandates AI content disclosures. This is crucial as it builds trust with the audience. For example, a clothing brand using an AI – generated model added a disclaimer. Ads must clearly mark AI – generated elements like images, videos, or text. Detailed in our [Major changes in 2025] analysis.

How to ensure compliance with TikTok’s 2025 ad targeting restrictions?

Advertisers need to invest in secure data management systems and obtain proper consent for data collection. They should also use more specific, privacy – compliant targeting methods. For instance, a beauty brand now targets users with specific interests. Regularly review targeting strategies, as recommended by industry tools. Detailed in our [Stricter data – protection requirements in ad targeting] section.

Steps for appealing a rejected TikTok ad due to data – security non – compliance?

When appealing, advertisers should be clear and specific about the steps taken to correct non – compliance. Provide evidence like new consent forms and a compliance plan. For example, a fashion brand provided such documents after an ad rejection. Keep all data – related documentation in order. Detailed in our [Changes in appeal processes] analysis.

TikTok vs Instagram: Which is better for a small brand’s advertising?

Unlike Instagram, whose algorithm focuses on user interests and followers, TikTok’s algorithm can promote content to a wide and diverse audience. A small handmade jewelry brand might struggle on Instagram but go viral on TikTok. If a brand aims to quickly gain exposure, TikTok’s algorithm works in its favor. Detailed in our [Compared to Instagram] section.