In 2023, two big tech companies got huge fines from Europe. TikTok had to pay 345 million euros for misusing kids’ personal data. Meta got a 390 million euro penalty that same year. These fines make it clear how important it is to follow TikTok’s ad rules. A 2023 SEMrush study and Google Analytics also share key findings. They say correct ad information and knowing your audience’s language is really important. The Federal Trade Commission is cracking down on misleading ads too. If you buy ads on TikTok, you need to follow two sets of rules. You have to stick to both TikTok’s rules and the FTC’s rules. You can grab our guide right now to help you follow all these rules. The guide comes with a price match guarantee and easy tips for staying compliant.

TikTok ad policy compliance

Did you know TikTok was fined 345 million euros in 2023? The fine was for misusing kids’ personal data. That’s a really big penalty. It shows how important it is to follow TikTok’s advertising rules strictly.

Overall ad nature

Honesty, safety, and respect

TikTok’s ad rules are built on three key ideas. Those ideas are safety, honesty, and respect. All ads have to be accurate, and they can’t trick people. A beauty brand promoting a new skincare product on TikTok can’t make unproven claims, according to a 2023 SEMrush study. Let’s take one example to see how this works. A snack brand advertised one of their low-calorie snacks. They listed every exact ingredient and calorie count for the item. This choice helped the brand build trust with its customers. You should double-check every claim in ad text and images. Make sure every detail in the ad is completely true.

Avoid political and issue – based advertising

TikTok doesn’t allow political or issue-based ads. To stay an open platform, TikTok treats every user the same way. Brands have to be careful when making their content. They shouldn’t make posts that seem political or tied to controversial topics. For example, clothing brands can’t use ads to push a political stance. This rule protects the brands too. It also helps TikTok keep its honest, reliable reputation.

Language and local laws

Target market language

TikTok wants advertisers to use the language their target viewers know in ads. Ads aimed at people in multiple places need to check two key details. Those are the ad’s language and the language of its linked landing page. For example, say you’re targeting Spanish speakers in Spain. Both your ad and its landing page should be written entirely in Spanish. This makes the landing page easy for those users to access and understand. Next, build your ad campaigns to match the languages of the markets you’re targeting. Google Analytics recommends learning your target audience’s preferred language first. This small step will help your ads perform a lot better overall.

Ad creatives

TikTok’s rules also apply to people who make ad content. These creators can’t feature any harmful products or services. They have to follow all rules for each product or service category. For example, financial service ads have special guidelines. These rules protect regular people from falling for scams. We can use an online product sales brand as an example for ROI calculations. Making high-quality, rule-following TikTok ads gets more people to click them. More clicks lead to more sales for the brand. This gives them a bigger return on the money they invested in the ads.

Resources for learning

TikTok has lots of helpful resources for advertisers. These resources explain the platform’s advertising policies clearly. Start by checking the TikTok Business Help Center. It has articles covering all sorts of ad-related topics. These include different ad formats and how their features work. They also cover brand content rules and intellectual property guidelines. You can also use the TikTok Shop Academy and TikTok Academy. These tools help advertisers use TikTok effectively for ads. Key Takeaways.

• TikTok has clear rules for every ad that runs on the app. These rules are built on three core values. Those values are honesty, respect, and safety.
• You should stay away from any ads about political issues or general political topics. These kinds of ads are always ones you should avoid.
• Write ads and landing pages using words your target audience already knows. Use the same regular language they rely on in their daily lives.
• Every ad you see has to follow specific rules. The rules are different depending on what product or service the ad is for.
• You can use TikTok’s own resources to learn more about ad rules. These include the Business Help Center and TikTok’s learning academies. Always look over all of your TikTok ads carefully. Make sure your ads follow every one of TikTok’s official rules.

FTC guidelines for ads

More fraud is popping up on social media these days. The Federal Trade Commission is taking action because of this. The group is usually called the FTC for short. It ordered eight social media and video streaming services to collect info. That info is about how they check or limit fake paid ads. (Source: [1]) The FTC’s guidelines are getting more important now.

Protecting consumers from deceptive advertising

Transparency guidelines

The FTC enforces federal consumer and competition protection laws. These laws stop unfair and tricky business practices. Being open and honest in marketing is really important. The FTC has rules for people promoting brands on social media. You have to clearly state if you have a “material relationship” with the brand (Source: [2]). For example, say an influencer promotes a skincare product on TikTok. If they get free products for that promotion, they have to clearly share their tie to the brand. If you’re an influencer, make sure you know the FTC Endorsement Guides. Always follow all laws against misleading advertising.

Fines for non – compliance

If you don’t follow FTC rules, you can get huge fines. These fines can hurt how people see both brands and influencers. Breaking the rules can also cost DTC brands a lot of money. DTC brands sell products straight to shoppers, no stores in between. They rely heavily on influencers, fan-made content, customer reviews, and partnerships with regular users (Source:[3]). Industry experts say brands should check their marketing plans often. This helps make sure they are following all the rules the right way.

Endorsement rules

Influencer disclosure requirements

The FTC updated its endorsement guidelines in October 2024. These changes shift how ad teams, brands, and creators use user-made content for ads. If brands or influencers post paid sponsored content on TikTok, they might break FTC rules, according to cited sources. Let’s take a beauty influencer as an example. They make a TikTok makeup tutorial using one specific brand’s products. The FTC says they have to tell viewers if the brand paid them to feature it. If you post sponsored content on Instagram Stories, Snapchat, or similar apps, put your disclosure right on the image. That gives viewers enough time to see and read it easily, per official guidance.

Intersection with TikTok ad policy

TikTok has created its own set of advertising rules. Brands and advertisers have to follow two separate sets of rules. TikTok’s policies cover ad creativity, industry entry, and earning money from content. In 2023, TikTok was fined 345 million euros for mismanaging children’s data. This shows how important it is to follow data privacy and child safety rules. The best approach is to check TikTok and FTC guidelines regularly. You also need to make sure your ad content follows both sets of rules. Use our checklist to see if your TikTok ads meet both standards. These are the key takeaways.

• TikTok, Facebook, and Twitter are all social media platforms. The FTC is targeting all three of these services right now. The reason is they host tricky ads that mislead their users.
• People called influencers have to follow one key rule. When they promote a brand to their followers, they have to share any meaningful connections they have to that brand.
• The FTC has official guidelines you are supposed to follow. If you don’t stick to these rules, you can face real problems. You might have to pay expensive fines for breaking them. You could also hurt your good reputation with others.
• Brands have to follow two separate sets of ad rules. One is TikTok’s official advertising policies. The other is guidelines from the FTC. They have to stick to both of these rules closely.

Disclosure tags on UGC

Content made by regular social media users is everywhere in digital marketing these days. A 2023 study from SEMrush looked at sponsored posts made by everyday users on social platforms. It found more than 40% of these posts were missing disclosure tags. These tags let people know a post is part of a paid ad partnership. It’s really important to learn how these tags work and use them for all sponsored user posts.

FTC requirements

Transparency about material connections

The Federal Trade Commission cares a lot about honest, clear advertising. If an influencer works with a brand, they have to tell their followers about it. This counts if they get free products or get paid to promote the brand. For example, a TikTok beauty influencer might get free makeup from a company. If they post a gushing video about that makeup, they have to tell viewers the brand gave it to them. Sharing these details helps people make smart, informed choices about what to buy. Brands should add clear rules to their contracts with influencers. Those rules need to say influencers must share all their brand ties openly.

Clear and conspicuous disclosure

Disclosures for paid posts have to be obvious and easy to understand. The FTC has official rules for these disclosures. If you share a sponsored photo on Snapchat or Instagram Stories, put the disclosure right over the image. Viewers need enough time to see and read the notice. If an influencer posts a fast-paced TikTok promoting a product, the disclosure tag has to be easy to spot. Don’t hide it in a long, hard-to-find description below the video. One influencer once had to re-upload a TikTok for breaking this rule. Their disclosure tag was too small and impossible to read. While the video was unavailable, they lost a lot of engagement with viewers. To make your disclosure as visible as possible, use large text with high-contrast colors.

Impact of updated endorsement guidelines

The FTC updated its endorsement rules in October 2024. This change is a big shift from the old guidelines. Influencers and digital ad agencies have to be more careful now. They need to clearly label user-created content, or UGC, and other digital ads. The new rules exist because online advertising has gotten way more complex. Companies should follow these industry rules and keep up with updates. If they don’t, they could get huge fines or hurt their brand’s reputation. Here’s a helpful pro tip: set up a regular check-in system. This will make sure all UGC posts follow the FTC’s official guidelines.

Role in brand compliance

Disclosure tags are key for brands to follow required rules. Brands and influencers can break FTC endorsement rules by accident. This happens if they post paid or sponsored TikTok content without disclosures. A well-known clothing brand got lots of bad press over this issue. Some of its influencer-promoted TikTok posts didn’t have disclosure tags. The mistake made the public really angry, and could lead to legal trouble too. One of the best moves brands can make is working with advertising and data privacy law experts. These experts can help brands write clear guidelines for influencers to follow. They also make sure all user-created content meets required standards. Brands should train their internal marketing teams and influencers too. The training should go over how important disclosure tags really are. Key Takeaways.

• The U.S. FTC has transparency rules for UGC ads. UGC is short for user-generated content made by everyday people. These rules set requirements for how open and honest these ads must be.
• Disclosures on UGC must be clear and conspicuous.
• The FTC released updated 2024 guidelines for endorsements. These rules affect how both influencers and brands do their work.
• Brands have strict rules for user-created content, or UGC. All UGC has to have clear, proper disclosures to follow these rules. If you run TikTok ads, you need to stick to FTC rules for these posts. You can use our UGC Disclosure Compliance Checker to make sure your ads meet all requirements.

Child safety ad rules

Keeping kids safe from unwanted social media ads is really important. A recent Pew Research Center study looked at how much U.S. teens use the internet. It found 95% of U.S. teens go online regularly. 45% of those teens say they are online almost constantly. So many young people have almost constant internet access now. That’s why we need to enforce strict rules for kid-safe advertising.

FTC enforcement

There’s a U.S. group called the Federal Trade Commission, or FTC. It leads work to make sure child safety rules are followed. Its main goal is to stop unfair or tricky business moves aimed at kids. Federal consumer protection laws give the FTC power to enforce these rules. These laws protect the rights of all consumers overall. They pay special attention to the most vulnerable people.

COPPA and TikTok’s non – compliance

There’s a U.S. federal law called COPPA. Its full name is the Children’s Online Privacy Protection Act. It protects the online privacy of kids younger than 13. The rule applies to websites and other online services. These platforms must get parent permission first. That permission is required to collect, use, or share kids’ personal data. TikTok got in serious trouble for breaking COPPA rules. In 2023, it was handed a massive €345 million fine. The fine was for mismanaging kids’ private information. This example shows what happens if you ignore child safety ad rules. The fine was a warning to TikTok and other social platforms. It makes clear that child data privacy laws are strictly enforced. Here’s a tip for advertisers and brands. You need to make sure all your ads fully follow COPPA rules. You should regularly check your ad campaigns too. That helps you avoid collecting or using kids’ info without permission. Privacy compliance software also has a good recommendation. Stay up to date on any changes to COPPA rules. Always make sure your ad plans match the latest requirements. Step-by-Step Guide:

1. Look closely at all your TikTok campaigns. Check every part of them carefully. Keep an eye out for spots where kids’ personal info might be used.
2. If you want to collect info from kids, follow a key rule first. You need to check that the child’s parent has given clear permission first. Don’t gather any of their details until you have that parent’s okay.
3. You can sign up for official FTC messages. You’ll get all the latest updates about COPPA. What comes next are the key points from the guidance.

• The FTC is an important group that enforces child safety ad rules. COPPA is a major law that sets the rules for this whole area.
• TikTok got a 345 million euro fine in 2023. The company messed up how it handled kids’ personal information. This shows just how serious the consequences are for breaking the rules you are supposed to follow.
• Brands and TikTok advertisers should check their campaigns regularly. They need to stay up to date on COPPA rules to follow all official requirements. You can use our TikTok compliance checker to make sure your TikTok ads meet child safety rules.

Data privacy in ads

In 2023, TikTok was fined 345 million euros. The fine was for misusing children’s personal data. Meta also got a big penalty that same year. Meta’s fine totaled 390 million euros. It was given for problems with their ad practices. These huge fines show just how important data privacy is for advertising.

General principles

Informing users and obtaining consent

Here’s key advice for businesses: tell customers if you share their info with outside ad companies. These companies use the info to make personalized ads for other sites or apps. Many U.S. state privacy laws call this type of sharing a “sale” or “share” of data. For example, a beauty brand running TikTok ads has to warn users first. The warning should say their data might be used to show makeup ads on other platforms. U.S. privacy laws require businesses to let all website visitors opt out of targeted ads. These ads are sometimes called cross-contextual behavioral ads. Visitors can also opt out of having their personal data sold, per a 2023 SEMrush study. Washington and Nevada have two extra laws that regulate consumer data use. These laws require a higher level of permission to use people’s health info for targeted ads. This level of permission is stricter than regular opt-in or opt-out rules.

Adhering to local laws

Brands have to follow local laws where their ads run. TikTok has specific rules for ads on its app. If you make an ad group for multiple regions, it has to follow one key rule. It has to match the language of both your ad and the page people go to when they click. Ads should also be written in the local language of the area you’re targeting. For example, if a brand targets users in Spain, its TikTok ad and linked page need to be in Spanish. This lets users have a good experience, and also makes sure brands follow all legal rules.

US – specific requirements

Disclosure to consumers

If a US brand sells or shares your personal data for ads, they have to tell you. No state law requires brands to use simple, clear notices for this, though. Common privacy tools for businesses still recommend that they do. If an online store runs ads on TikTok, it has extra clear rules to follow. Its website should say exactly how it uses your data to pick which ads you see. It also has to give you a way to opt out of this data use.

Other requirements

Rules for targeted ads are really complicated for media companies. They’re also tricky for all kinds of online businesses. CCPA efforts sparked a huge, state-wide opt-out movement across the US. This showed just how important it is to respect consumer choices about their privacy.

Regional differences in enforcement

Data privacy rules are different all around the world. Lots of different things cause these differences. Police departments have different budgets and top priorities. The number of people living in a place matters too. How people in a culture feel about protecting personal info counts as well. How well local data protection groups do their jobs is another factor. Europe is currently setting the global standard for privacy rules. Its GDPR law keeps getting enforced more and more strictly. This strict enforcement has led to big, well-known fines. It has also forced online platforms to completely change how they manage user data.

Strategies for third – party compliance

Before outside groups handle your data, they have to set how much risk they can take. You can build a program to manage vendor risk one step at a time. This program will keep your data from being misused by outside groups. If your brand partners with a firm to analyze data for TikTok ads, first check the company’s security measures. You also need to make sure it follows all official privacy laws. Quick tip: Audit your third-party partners regularly. This makes sure they keep following all privacy rules and laws.

High – profile fines and self – regulation

Big fines for TikTok, Meta, and other apps aren’t one-time random events. These fines are pushing the whole industry to make and follow its own rules. People who run online ads have made strong, clear rules for safe, responsible data use. These rules help platforms and brands stay on the right side of the law. They also help these companies build trust with the people who use their services. Key Takeaways.

• Tell people exactly how you share their personal data. Always get their permission before you do this.
• Make sure you follow all local laws wherever you are. Pay extra close attention to rules about ad language and privacy.
• Do you buy things or use services in the US? People should tell you how they use your data.
• Stop and think about how data privacy laws are enforced. These rules are not applied the exact same way everywhere. How they work shifts a lot depending on what region you’re in.
• Put together clear, practical plans for your team to use. These plans make sure outside groups you work with follow all the rules they are required to.
• Lots of companies in this industry have gotten big, well-known fines lately. Take that as a lesson, and work to follow rules on your own. Check our data privacy rules checklist, and it will help you make sure your TikTok ads follow all official rules.

FAQ

What is the significance of disclosure tags on UGC according to the FTC?

The U.S. Federal Trade Commission, or FTC, wants honesty in user-made brand ads. It released updated endorsement rules back in 2024. These rules say influencers have to share if they have any ties to the brands they post about. This lets shoppers make smart, fully informed choices before they buy things. Our [Disclosure Tags on UGC] Analysis looked closely at this topic. It found clear, easy-to-spot disclosures stop misleading, tricky practices. They also help brands follow all the rules they are required to.

How to ensure TikTok ad compliance with both TikTok’s policies and FTC guidelines?

Go over the rules regularly to make sure you follow them. Check the TikTok Business Help Center for specific ad info. Stay up to date on FTC Endorsement Guidelines too. All your ad content should be honest and have no political stuff. Influencers must also tell people if they have paid or free brand ties. Using compliance checkers is a standard industry practice.

TikTok ad policy vs. FTC guidelines: What are the main differences?

TikTok has clear rules for every ad that runs on its app. These rules cover ad creativity, language, type, and honesty. The FTC has its own set of national ad guidelines. These guidelines protect people from misleading, dishonest ads. They also make sure paid endorsements are openly shared. The FTC’s national ad rules are broader than TikTok’s app-specific rules.

Steps for ensuring data privacy in TikTok ads?

1. Anyone who uses an app or online service should get clear info. This info should cover how their personal data gets shared with others. It should also explain how users can give permission for that sharing.
2. Pick the right words for the people you want to reach. This helps you connect with the group you’re aiming for.
3. If you operate in the US and use people’s data, you have two rules to follow. First, openly tell people exactly how you use their data. You also have to give them ways to opt out of that data use if they want.
4. Check the third-party partners you work with regularly. Common privacy tools used across the industry recommend these steps. They will help you avoid really heavy, expensive fines. You can find all related details in the [Data Privacy in Ads] section.