To avoid having your TikTok advertising account disabled or fined, it is important to research and understand Tiktok advertising policy. These policies are divided into three main categories to ensure compliance: Landing Page Policy, Advertising Content Policy, and Product Policy. Let’s explore Tiktok advertising policy in detail with Optimal Agency to ensure compliance and maximize the effectiveness of your advertising campaign. Don’t miss out!
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Tiktok advertising policy in 2024
Tiktok advertising policy is as follows:
Advertisements must match the landing page
In advertising campaigns, ensuring consistency between the ad and the landing page is crucial for maintaining user trust and providing a positive experience. Elements in the ad, including the caption, content, displayed images in the video, and call-to-action (CTA), must align with all information displayed on the landing page.
Product and brand:
- Consistent product and brand introduction: Advertisers are not allowed to introduce product A in the ad but display product B on the landing page. Similarly, if the ad introduces brand A, the landing page must not display brand B. Advertisers are not allowed to introduce product A in the ad but display product B on the landing page. Similarly, if the ad introduces brand A, the landing page must not display brand B.
- Brand recognition: If the product in the ad has a brand logo, the product on the landing page must also have that logo. This consistency helps maintain customer trust and minimizes the feeling of being deceived.
The description must match the ad content:
- Consistency between caption and content: TikTok will not approve ads where the caption and ad content do not match. For example, if the caption says, “Product supports digestion,” but the ad content states, “Rapid weight loss product,” or if the caption states “Up to 30% off,” but the ad says “Up to 50% off.”
Clear and Accurate: Discrepancies between the caption and content can confuse customers and reduce brand credibility.
Quality requirements for ad content
Grammar and Spelling
- No Spelling or Grammar Errors: Captions and ad content must be free from spelling or grammatical errors that could create a poor user experience. For example, using widely unacceptable spelling or grammar will decrease the ad’s professionalism.
- Avoid Character Abuse: Do not overuse capital letters, spacing, numbers, symbols, or characters between letters in the description.
Images and Videos
- Image Quality: Ad images must be clear, not blurred, and free from unclear or hard-to-recognize content. Images must also not use columns/pixels to obscure part of the image.
- Video Content: Ad videos must be between 5 to 60 seconds long, in high resolution, and use standard video sizes. Videos must also have high-quality audio, avoiding sounds with too much noise, or inaudible, or unclear audio.
Editing quality
- Third-Party Watermarks: Ad content must not contain third-party watermarks to ensure that the ad content is unique and belongs to your brand.
Ensuring these requirements not only helps you comply with TikTok’s advertising policies but also creates a professional, trustworthy, and attractive advertising campaign. This is crucial in increasing the conversion rate from viewers to actual customers, maximizing the effectiveness of your advertising campaign.
TikTok’s landing page policy for users
The main purpose of using a landing page is usually to direct users to two important destinations:
- The Google Play Store or App Store for users to download the app conveniently and quickly.
- The operating website of the advertised product or service, where users can learn more details and make a purchase.
Therefore, during the implementation of an advertising campaign on TikTok, designing and using a landing page (or destination URL) that complies with TikTok’s advertising policies is very important. An optimized landing page not only improves the user experience but also plays a crucial role in increasing the conversion rate from viewers to paying customers.
Quality and user experience requirements
TikTok ad videos are not allowed to redirect users to landing pages with the following issues. These violations of TikTok’s landing page policies are collectively referred to as “non-compliant landing pages”:
- Expired, Error, or Under Maintenance Pages: Users cannot access the page because it is under maintenance or upgrading.
- Inaccurate or Incomplete Content: The landing page must provide accurate and complete information about the product or service.
- Non-Mobile Optimized Interface: The landing page must be designed to be suitable and easy to use on mobile devices.
- Automatic File Downloads: The landing page must not automatically download any files to the user’s device without the user’s explicit permission.
- Requiring Users to Download Additional Apps, Strange Software, or Enter Personal Information to Access Main Content: Users must not be required to perform these actions to access the main content of the landing page.
TikTok allows ads to link to:
- Google Play or App Store store page to download the app.
- Active website of the advertised product or service.
Avoid displaying products and services banned by TikTok
TikTok has clear regulations on the types of products and services that are prohibited from advertising on the platform, including:
- Group of illegal products globally such as drugs and wildlife.
- Group of dangerous products such as guns, bullets, weapons, toxic chemicals, and related products.
Therefore, if the product you are advertising belongs to these product groups, your ad will be marked as violating and may lead to more severe consequences such as disabling your advertising account.
The landing page needs to fully declare business information
The Landing Page needs to ensure it contains complete and accurate information to create trust and transparency for customers. This information includes:
- Contact information: Include email, phone number, and other contact methods so customers can easily contact when needed.
- Identification elements: Such as name, and company/business logo so customers can recognize your brand.
- Company address: The exact address according to the business registration certificate helps create transparency and reliability.
- Business license: Display the business license of the business to prove the legality of the operation.
- Shipping policy: Detailed information about shipping methods and times so customers can clearly understand the goods delivery process.
- Information security policy: Assure customers that their personal information will be safely protected.
- Return and refund policy: If any, it is necessary to clearly state the conditions and procedures for returning products and refunds so that customers can shop with peace of mind.
Note: If your ad is disapproved because the landing page lacks paperwork or business information, you’ll receive a prompt to provide additional information to get your ad approved.
The Landing Page needs to keep customer information confidential
Security of users’ personal information is an extremely important factor, including information such as:
- Identification document information: Including ID card, passport, and other personal documents.
- Bank account number and transaction information: Financial and insurance information need to be strictly confidential.
- Biometric and health information: Any data related to a user’s biometrics or health should be strictly protected.
Additionally, for Lead Ads (targeting potential customers), a link to the Privacy Policy is required and customer information cannot be requested directly on the form. The privacy policy on the landing page should clearly state how the company or website collects, processes, stores, shares, or secures customer and visitor data. This helps customers better understand how their data is used and protected, increasing trust and peace of mind when interacting with your business.
Methods to prevent violations of Tiktok advertising policy
To help you avoid violating TikTok advertising policies, you can refer to the following ways:
- Audit and manage ads: Use the ad management tools TikTok offers to ensure that your ad’s content and objectives comply with TikTok’s policies. This includes reviewing and adjusting advertising campaigns to ensure that they do not violate content, image, or video regulations.
- Content Testing: TikTok has a very strict content moderation process to ensure each ad provides a positive user experience. Before running an ad, you should make sure that every element from text to images and videos complies with TikTok’s regulations. This helps you avoid rejections because they don’t meet the platform’s content standards.
- Use consistent language: Carefully research the target message recipient to determine the advertising language that is appropriate and most likely to achieve the highest results. Using appropriate language helps increase engagement and effectiveness of advertising campaigns on TikTok.
- Update policy information: Regularly update changes to TikTok’s advertising policies to always comply with the latest regulations. This ensures that your advertising campaigns are not affected by changes in platform regulations.
- Using advertising services of TikTok partners: Agency companies are TikTok partners who have been trained and experienced in how to run tiktok ads effective on this platform. They provide services from creating advertising strategies to targeting the right audience to optimizing campaigns for maximum effectiveness. These units also support the rental of Agency TikTok accounts with more features and powers than regular TikTok accounts. This gives you access to powerful tools and methods to manage your ads and resolve issues quickly when they arise.
The above tips will not only help you avoid violating Tiktok advertising policy but also help optimize your advertising campaign to achieve the best results on the platform. By following the regulations and using supporting tools, you will be able to build effective and successful advertising campaigns on TikTok.
In the article on Optimal Agency, we have mentioned detailed information most accurately. We hope that the content we share can help everyone learn about advertising policies and policies landing page on TikTok and learn how to avoid violating Tiktok advertising policy successfully.
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Frequently asked questions
TikTok Shop has just launched several new policies to enhance the online shopping experience for users. Most notable is the tightening of regulations on product and service quality. Sellers must provide complete information about the product, ensure quality as described, and commit to quick delivery time. In addition, TikTok Shop also enhances consumer protection by implementing a more flexible and easier return policy. This new policy not only helps create trust for buyers but also motivates sellers to improve the quality of their services.
Running free TikTok ads can be an effective way to attract new customers without investing a large budget. Businesses can take advantage of promotions or discount codes that TikTok offers to new users. In addition, creating creative, engaging content and participating in challenges and popular trends on TikTok also helps promote products or services naturally without cost. This not only helps increase brand awareness but also promotes interaction and access to more potential customers.
