Branded Content Policy

What is branded content?


It is content where you will receive (or have already received) something of value from a third party such as a brand in exchange for your post, to promote that brand's products or service, or which you may otherwise need to disclose in accordance with your local laws or regulations. It could be a brand endorsement, partnership or other kind of promotion for a product or service.

This could include content posted by you, which features or references:
•  A product or service which
    ༚  has been gifted to you by a brand, or which you have been paid to post about (whether in the form of money or a gift); or
    ༚  you will receive a commission from if other users purchase the product or service you post about (whether via a affiliate link and/or using a promotional code);
•  and/or a brand that you have or have had a commercial relationship with, such as a brand ambassador



Overview


Creators and their partners on TikTok are responsible for their branded content complying with all applicable laws and established regulations.

In addition, branded content must adhere to Terms of Service and Community Guidelines of TikTok. In addition to complying with community guidelines, you need to follow TikTok's branded content policies. It must be clear from your branded post what product or service you are promoting, without requiring users to access your profile page or additional links.

Our branded content policies are listed below. These policies are designed to ensure a safe and positive environment for our users. The branded content policies are updated periodically. Please check this page often to ensure that you are always up to date on our latest policy requirements.

Please ensure you use the branded content toggle when posting branded content.



We prohibit promotion of the following:


1.Globally Prohibited Industries


Branded content promoting:
•  Alcohol - alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events. This includes alcohol-free or no-alcohol alternatives, and soft drinks presented as mixers for alcohol.
•  Cigarettes and Tobacco products - Cigarettes, cigars, tobacco, e-cigarettes, cigarette containers, shisha and other related products and services.
•  Contraceptive products - Any products, artificial methods or other techniques to prevent pregnancy as a consequence of sexual intercourse such as condoms except for family planning.
•  Dating and live video applications or services - Services which are focused on generating connections between people who are interested in romance, casual sex, or friendship. Live video services are defined as services where the primary feature is a live video chat.
•  Drug-related products and services - depicting or encouraging the use of illegal drugs, drug paraphernalia, recreational and prescription drugs, CBD supplements.
•  Weapons - Use of dangerous weapons, including guns, explosives, knives, swords and other objects that are designed to cause harm to individuals.
•  Financial Services and Products - All financial services and products are prohibited, including but not limited to lending and management of money assets, loans and credit cards, buy now pay later (BNPL) services, trading platforms, cryptocurrency, foreign exchange, debit and pre-payment cards, forex trading, commemorative coins, pyramid schemes (including non-financial services),investment services, credit repair services, bail bonds, debt assistance programmes, get rich quick schemes, debt consolidation services and penny auctions.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits .
•  Age rated films, TV shows and games - Films, TV shows and games rated 15 or over
•  Gambling - Including online gambling, casinos, sports betting, and branded content promoting fantasy sports, bingo, lotteries, or other gambling related content.
•  Sexual products and services - Adult entertainment and paraphernalia including pornography, sex toys, lubricants, and fetish costumes, including some underwear like corsets and micro-thongs
•  Political content- referencing, or opposing a candidate for public office, current or former political leader, political party, or political organization. They must not contain content that advocates a stance (for or against) on a local, state, or federal issue of public importance in order to influence a political outcome.
•  Products and services that enable dishonest behavior - Products that may infringe upon individual privacy, products that may steal other people's personal information, products that may infringe upon a third party's properties, products that may steal other people's properties, or products or services assisting with falsification.
•  Animals- Buying or selling animals, live animals, livestock, and pets. Animal body parts/products from Rhino, Orangutan, Elephant, endangered or threatened animals including but not limited to organs, horns, ivory, bone, skin, fur, wool, leather, or teeth.
    ༚  Exception:
        •  Products for animals (toys, clothes, collars, cages, food, etc).
        •  Pet services such as dog walking, pet care, pet cafes, pet grooming, training, etc.
        •  Advertising content related to the adoption of animals is permitted for NGOs, NPOs, and stray animal shelters (no adoption services to be promoted for high breed pets or any invitation to join into mix-breeding of pets).
•  Pharmaceuticals, Healthcare, and Medicine products - pharmaceuticals, healthcare, medicines, including but not limited to over-the-counter medicines and prescription drugs, are prohibited.
•  Professional Services - Accounting & taxation services, legal services and immigration services.
•  Other prohibited products or services- International brides, hazardous chemical products, trading of human organs and transplants, abortion, services of prenatal sex determination, protected wildlife and wild flora, funeral services.


2.Country Specific Prohibited Industries


In addition to the policies outlined above, branded content promoting the following industries is prohibited in specific local markets:


Europe


United Kingdom, Portugal, Ireland
•  Food or drinks classified as high in fat, salt or sugar (HFSS) - includes junk food
•  Energy drinks - energy drinks.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas or lollipops) and fasting services and products.
•  Infant food - infant food, including but not limited to milk powder, dietary supplement, etc.
•  Cosmetic clinics and medical institutions - cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.

Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Poland, Netherlands, Romania, Spain, Sweden, Switzerland, Norway, Slovakia
•  Energy drinks - energy drinks.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas or lollipops) and fasting services and products.
•  Infant food - infant food, including but not limited to milk powder, dietary supplement, etc.
•  Cosmetic clinics and medical institutions - cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.


United States

•  Energy drinks - energy drinks.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas or lollipops) and fasting services and products.
•  Infant food - infant food, including but not limited to milk powder, dietary supplement, etc.


Canada

•  Energy drinks - energy drinks.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas or lollipops) and fasting services and products.
•  Infant food - infant food, including but not limited to milk powder, dietary supplement, etc.