Lots of teens use TikTok these days. A recent study found two out of three use the app. Keeping teens safe online is a top priority right now. Google’s guidelines and a 2023 SEMrush study point to one key rule. Limiting ads that target people based on specific interests is really important. You also have to follow COPPA rules and get parent permission first. Official premium TikTok ads follow all these rules. Cutting corners with fake setups can get you fined or hurt your reputation. Right now, you can get great prices and guidance to make safe, rule-following ads.

TikTok teen safety advertising

New research finds two out of three teens use TikTok. That’s a surprisingly high number, and it shows how much the app impacts young people. Because TikTok is so popular with teens, we have to keep them safe when ads run on the platform.

Restricted interest targeting

Specific rules for teen users

TikTok now has stricter rules for ads shown to teen users. These new ad restrictions exist to boost user privacy and transparency. TikTok will be pickier about what it shows teens based on their interests. Top digital marketing analytics tools suggested these new rules. Their goal is to keep teens safe from inappropriate or potentially harmful content. Google also has official privacy guidelines of its own. These guidelines focus on protecting user data, health, and safety.

Strategies for advertisers to reach teens

Here’s a useful tip for people who make ads. You can connect with teens on TikTok pretty easily. Just focus on making positive, educational content. For example, fitness brands can make workout videos made just for teens. These videos can match teen interests like sports or healthy living. A 2023 study from SEMrush found a clear pattern. Ads that give useful info to their target audience get more teen engagement. That useful info could be fun entertainment or quick helpful tips. Food brands have a great strategy to try too. They can partner with teen influencers to show off healthy recipes.

Trends in prevalence of targeted ads

A lot of people are worried about TikTok ads aimed at teens. A new report from a non-profit group says TikTok’s algorithm targets vulnerable teens. It also pushes harmful content to these young users. That can happen as often as once every 27 to 39 seconds. New advertising restrictions are being put in place. People expect these rules will cut down on harmful, overly targeted ads. Marketers have to adjust to these new rules to stay fair and follow all required guidelines.

Age – gating ad content

TikTok uses an age check process to confirm how old users are. TikTok asks people to enter their age to control who uses the app. The best age check methods mix matching user data with stricter steps. These steps can include asking for photo ID and confirming a selfie is of a real live person. One dating app used a multi-step age check system for its users. After adding this system, far fewer underage users saw content not meant for them. If you run ads on TikTok, follow the app’s age check rules closely. Make sure all your ads are appropriate for the age group you want to reach. You can make separate versions of your ad for different age groups to do this.

Compliance with COPPA

TikTok is being sued for allegedly breaking kids’ online privacy rules. The rules are called the Children’s Online Privacy Protection Act, or COPPA. The lawsuit says TikTok targets kids younger than 13. It also claims kids can easily get around TikTok’s age limit. The suit adds that TikTok’s “Kids Mode” doesn’t follow COPPA rules either. Marketers need to know COPPA really well to follow it correctly. They should not collect extra data they don’t need from kids. They also need to get permission whenever possible to collect kids’ data. One toy maker didn’t follow COPPA rules in the past. It had to pay really big fines, and its reputation got hurt badly. Marketers should follow one simple tip. Talk to lawyers who specialize in online privacy laws before launching new ad campaigns. That will help you make sure all your work follows COPPA rules properly.

Parental consent best practices

TikTok has special privacy and security settings for users under 18. But parent permission is still really important. Parents should learn how TikTok collects data and runs ads. For example, they can get a short, clear privacy policy when they sign their kid up for an account. If marketers give parents simple, clear info, it’s easy for parents to give their approval. Here’s an advertising tip: Add a parent-focused section to your ads. Suggest parents go over that section together with their kids. This builds more trust with parents, and it also shows you are responsible. The Key Takeaways.

• TikTok rolled out some new rules for its app recently. These rules are meant to make the app more private and open for everyone. One rule says people have to say openly when they used AI to make content. Another rule covers how content is targeted to teen users.
• If advertisers want to reach teen kids, they have two simple, effective options. They can use upbeat, positive content that teens actually like. They should also share helpful, easy to follow educational material too.
• Checking someone’s age works better when you use more than one step. Using a few steps in a row makes these age checks work a lot better.
• People who run ads have to follow COPPA rules. They should get parent permission the right way. Use our COPPA checklist to check your TikTok ad campaigns. Make sure those campaigns are appropriate for teens.

FAQ

What is restricted interest targeting on TikTok for teen users?

TikTok has special rules for teens that limit interest targeting. These rules are meant to keep teens’ personal info private. Top digital marketing analysis tools recommend these rules. TikTok uses a stricter policy for content shown to teens based on their interests. This policy lines up with Google’s official user privacy guidelines. All these details are in the Restricted Interest Targeting Analysis. This analysis also helps stop inappropriate ads from reaching teens.

How to ensure COPPA compliance in TikTok advertising?

People who create and run ads need to follow set steps. These steps make sure their TikTok ads follow COPPA rules.

1. If someone under 18 uses your service, don’t collect any info you don’t actually need from them.
2. Always obtain proper consent.
3. It’s best to talk to legal experts about online privacy laws. Not following common industry rules can lead to fines. It can also hurt the good reputation you’ve built. You can find all related details in the [Compliance With COPPA] section.

Steps for getting parental consent in TikTok ads?

Here’s how to get your parent’s permission to use TikTok Ads. Parental consent just means your parent or guardian says you can do something. You need that clear go-ahead before you use TikTok’s ad tools.

• When you sign up for an account for your kid, you need to share a privacy policy first. This policy should be short, clear, and really easy to understand.
• Parents can easily say yes to any request they get. All they have to use are simple, everyday methods.
• Ads should include a section about parental guidance. These standard industry practices help marketers build trust with parents. Our Parental Consent Best Practices analysis provides detailed information.

Age – gating on TikTok vs traditional age verification methods?

TikTok uses a multi-part system to check how old its users are. Other age check tools often only ask you to share your age yourself. TikTok’s system mixes several different age confirmation methods. Industry experts say stricter check methods work better. These methods include cross-checking existing info, asking for photo ID, and making sure selfies are of real live people. This multi-step process makes it easier to restrict content by age group. More details are in the Age-gating advertising content section.