Ensuring TikTok Teen Safety in Advertising: Restricted Targeting, COPPA Compliance & Parental Consent Best Practices
In today’s digital age, TikTok’s immense popularity among teens (a recent study shows two – thirds of teens use it) makes ensuring their safety in advertising a top priority. According to Google’s official guidelines and a SEMrush 2023 Study, restricted interest targeting, age – gating, COPPA compliance, and parental consent are crucial. Premium TikTok advertising practices follow these rules, while counterfeit models risk fines and reputation damage. Get the best price guarantee and free guidance to create safe, compliant ads now!
TikTok teen safety advertising
A recent study showed that two – thirds of teens report using TikTok, a staggering number that emphasizes the platform’s influence on the younger demographic. This popularity makes it crucial to ensure teen safety in advertising on TikTok.
Restricted interest targeting
Specific rules for teen users
TikTok has now implemented stricter rules for ad targeting of teen users. To enhance user privacy and ad transparency, new restrictions on ads targeted at teens have been introduced. For example, TikTok is now more careful about the content it shows to teens based on their interests. As recommended by leading digital marketing analytics tools, these rules aim to prevent exposing teens to inappropriate or potentially harmful advertising content. This is in line with Google’s official guidelines on user privacy, as Google also emphasizes protecting the data and well – being of young users in its Partner – certified strategies.
Strategies for advertisers to reach teens
Pro Tip: Advertisers can still reach teens on TikTok by focusing on positive and educational content. For instance, a fitness brand could create short workout videos suitable for teens and target them based on interests like sports or healthy living. According to a SEMrush 2023 Study, ads that provide value to the target audience, such as tips or entertainment, have a higher engagement rate among teens. As an actionable example, a food brand could showcase healthy recipes and partner with teen influencers to promote them.
Trends in prevalence of targeted ads
The prevalence of targeted ads on TikTok for teens has been a growing concern. A new NGO report claims that TikTok’s algorithm targets "vulnerable teens" and recommends "harmful" content to them, sometimes as rapidly as every 27 to 39 seconds. However, with the new restrictions, the number of overly targeted and potentially harmful ads is expected to decline. Marketers need to adapt to these changes to remain compliant and ethical in their advertising efforts.
Age – gating ad content
Age – gating is a process TikTok uses to verify user age. By simply asking a user to input their age, TikTok tries to regulate the content shown to different age groups. But the most effective age verification systems, as suggested by industry experts, combine cross – referencing data with more rigorous methods, such as requesting photo ID and verifying selfie liveness. For example, a dating app implemented a similar multi – step age verification process and saw a significant reduction in underage users accessing inappropriate content.
Pro Tip: Advertisers should ensure their ads are age – appropriate and follow TikTok’s age – gating rules. They can do this by creating different ad versions for different age brackets.
Compliance with COPPA
TikTok is facing a lawsuit alleging it failed to comply with the Children’s Online Privacy Protection Act (COPPA). The complaint claims that TikTok is directed at children under 13, has allowed children to evade its age gate, and failed to comply with COPPA even in its "Kids Mode." Marketers need to understand COPPA thoroughly to ensure compliance. They should avoid collecting unnecessary data from young users and always obtain proper consent. For example, a toy company that failed to comply with COPPA faced heavy fines and damage to its reputation.
Pro Tip: Marketers should consult legal experts specializing in online privacy laws to ensure their advertising campaigns on TikTok are COPPA – compliant.
Parental consent best practices
TikTok provides privacy and safety settings for users under 18, but parental consent is still a crucial aspect. Parents should be informed about the data collection and advertising practices of TikTok. For example, they could be presented with a clear and concise privacy policy during the sign – up process of their child’s account. Marketers can also make it easier for parents to give consent by providing simple options and clear information.
Pro Tip: Advertisers can include a section in their ads for parental guidance, suggesting that parents review the content with their children. This not only shows responsibility but also builds trust with parents.
Key Takeaways:
- TikTok has introduced stricter rules for teen ad targeting and AI disclosure to enhance privacy and transparency.
- Advertisers should focus on positive and educational content to reach teens.
- Age verification can be improved by using multi – step processes.
- Marketers must ensure COPPA compliance and follow best practices for obtaining parental consent.
Try our COPPA compliance checklist to make sure your TikTok advertising campaigns are safe for teen users.
FAQ
What is restricted interest targeting on TikTok for teen users?
Restricted interest targeting on TikTok for teen users refers to the stricter rules implemented to safeguard their privacy and well – being. Leading digital marketing analytics tools recommend these rules. TikTok is more cautious about the content shown to teens based on interests, aligning with Google’s user – privacy guidelines. Detailed in our [Restricted interest targeting] analysis, this helps prevent exposure to inappropriate ads.
How to ensure COPPA compliance in TikTok advertising?
To ensure COPPA compliance in TikTok advertising, marketers should take several steps:
- Avoid collecting unnecessary data from young users.
- Always obtain proper consent.
- Consult legal experts specializing in online privacy laws.
According to industry best practices, non – compliance can lead to fines and reputation damage. Detailed in our [Compliance with COPPA] section.
Steps for getting parental consent in TikTok ads?
The steps for getting parental consent in TikTok ads are as follows:
- Present a clear and concise privacy policy during the child’s account sign – up.
- Provide simple options for parents to give consent.
- Include a parental – guidance section in ads.
Marketers can build trust with parents through these industry – standard approaches. Detailed in our [Parental consent best practices] analysis.
Age – gating on TikTok vs traditional age verification methods?
Unlike traditional age verification methods that may rely solely on self – reported age, TikTok’s age – gating aims to combine multiple approaches. Industry experts suggest using more rigorous methods like cross – referencing data, requesting photo ID, and verifying selfie liveness. This multi – step process is more effective in regulating content for different age groups. Detailed in our [Age – gating ad content] section.