Compliance & regulatory
TikTok Ads Policy
TikTok's advertising-policy framework — strict on health, finance, and political content.
TikTok Ads Policy (ads.tiktok.com/help/article/community-guidelines-and-advertising-policies) governs what's allowed on TikTok Ads Manager. Restricted: health products (no medical claims, no body-shaming, regulated CBD), finance (licensed-only), political content (largely banned). Banned globally: tobacco, certain weight-loss imagery, cryptocurrency in most geos. Manual review of every ad for the first 24h after submission; rejection rate notably higher than Meta on borderline creatives.
Example
DTC supplement brand submits 8 TikTok-style UGC ads — 5 are rejected on first review for 'unrealistic health claim' even though the script is identical to a Meta-approved version. Operator rewrites with TikTok-specific copy patterns.