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 kinds of promotion for a product or service.

This could include content posted by you, which features or references:
•  A product or service
   ༚  that has been gifted to you by a brand, or that you have been paid to post about (whether in the form of money or a gift); or
   ༚  that you will receive a commission if other users purchase the product or service you post about (whether via an 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. 
It must be clear from the branded post what product or service a creator is promoting, without requiring users to access the profile page or additional links. Creators should always use the branded content toggle when posting branded content where available.
Our branded content policies listed below are designed to ensure a safe and positive environment for our users and are updated periodically. In addition, Branded Content must adhere to the Terms of Service and Community Guidelines of TikTok.
Creators and brands cannot promote products from 🚫Prohibited Industries but may be able to collaborate on products in ⚠️Restricted Industries. Restricted content can run through paid ads and will be subject to broader ad policies.
The lists below outline TikTok’s global stance on products that are either Prohibited or Restricted.
Please check the section Market-Specific Requirements for regional nuances and additional details.
Please check this page regularly for updates on TikTok's latest policy requirements.



TikTok prohibits promotion of the following industries and products:


1.Globally Prohibited Industries

Creators and brands cannot promote products from 🚫 Prohibited Industries through any TikTok advertising product or branded content.
•  🚫 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.
•  🚫 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.
  🚫 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 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 like 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).
  🚫 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, wild flora, and funeral services.


2. Prohibited Industries in Branded Content, Restricted in Paid Ads

These industries are prohibited from branded content at this time. Brands can use creator content promoting these industries, but only through our TikTok paid ad products. All ad creatives must comply with all other advertising policies.
  ⚠️ 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 that 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.
   ⚠️ Financial Services and Products - Some financial services and products are always prohibited, including but not limited to pyramid schemes (including non-financial services), credit repair services, bail bonds, get rich quick schemes, penny auctions, and virtual currencies.

Others are restricted and may be able to run through paid ads, such as foreign exchange, loans, and credit cards, buy now pay later (BNPL) services, debt consolidation services, investment services, lending and management of money assets, and trading platforms. This list is non-exhaustive.
  ⚠️ Age rated films, TV shows, and games - Films, TV shows, and games must adhere to the entertainment policies of the region.
  ⚠️ Pharmaceuticals, Healthcare, and Medicine products - Any pharmaceutical products claiming medical benefits are prohibited. Other products, including but not limited to over-the-counter medicines and prescription drugs, are restricted and may be able to run using through paid ads. This includes any supplements, vitamins, powders, shakes, gummies claiming to have vitamin or health benefits. This list is non-exhaustive.


3. Market-Specific Requirements

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


Europe


United Kingdom, Portugal, Ireland

The following are prohibited:
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc
•  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
•  Cosmetic surgery

Prohibited in branded content, restricted in paid ads:
•  Food or drinks classified as high in fat, salt, or sugar (HFSS) - Includes junk food
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, allowed cosmetic treatments, nutritionists, GP services


Austria, Belgium, Czechia, Denmark, Finland, France, Germany, Greece, Hungary, Italy, Poland, Netherlands, Romania, Spain, Sweden, Switzerland, Norway

(Slovakia, Albania, Bosnia and Herzegovina, Bulgaria, Cyprus, Croatia, Estonia, Iceland, Liechtenstein, Lithuania, Luxembourg, Latvia, Macedonia, Malta, Serbia, Slovenia, Slovakia- LAUNCH DATE TBC)


The following are prohibited:
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc
•  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
•  Cosmetic surgery

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, allowed cosmetic treatments, nutritionists, GP services


Americas


Argentina

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


Brazil

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Alcohol - Beer is permitted only if targeted to 18+ users through paid ads
•  Energy drinks - Energy drinks are permitted only if targeted to 18+ users through paid ads
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Financial Services - Some products that do not require users to be 18+, such as bank accounts, debit cards, and institutional campaigns, may be allowed
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


Canada

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Financial Services - Some products that do not require users to be 18+, such as bank accounts, debit cards, budgeting apps, commemorative coins, etc. are case-by-case
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Pharma - Some products that do not require users to be 18+, such products for beauty, haircare, skincare, and personal care that do not make any medical claims, etc. are case-by-case


Chile

The following are prohibited:
•  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 supplements, etc.

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


Colombia

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


Mexico

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Financial Services - Some products that do not require users to be 18+ may be allowed
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


United States

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Financial Services - Some products that do not require users to be 18+, such as bank accounts, debit cards, budgeting apps, commemorative coins, etc. are case-by-case
•  Cosmetic clinics and medical institutions - cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Pharma - Some products that do not require users to be 18+, such products for beauty, haircare, skincare, and personal care that do not make any medical claims, etc. are case-by-case


Peru

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Food or drinks classified as high in fat, salt, or sugar (HFSS) - Includes junk foods
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


Allowlists for United States and Canada


In North America, some products may be allowed to run as Branded Content if approved on an allowlist.


Financial Services  


Case-by-Case (Products)

•  Bank Account: This will include, but is not limited to 1) checking accounts, 2) savings accounts, 3) student accounts, 4) business accounts, and 5) prepayment accounts aimed at under-18s (no overdraft facility available) that comes with a top-up payment card funded by parents
•  Debit Cards:  Cashback is permitted if the source is a banking instrument, such as a bank account with cashback rewards
•  Foreign Exchange Services: Such services related to currency exchanges via online and brick and mortar companies (For example, TransferWise, Travelex, etc.)
•  Insurance Services: This will include various types of insurance, including 1) home insurance, 2) car insurance, 3) health insurance, and 4) life insurance
•  Budgeting Services: Budgeting ads are generally permitted unless the ad content/LP refers to age-restricted products (For example, investment services, credit cards, etc.)
•  General brand promotion of a financial service provider: General brand promotions without any references to specific products are generally permitted. This could include promoting the tools available for a banking app (For example, setting up direct debit payments, viewing statements, customer service chat facility)


Restricted in Paid Ads (Products)

•  Loans: This includes, but is not limited to: mortgages, consumer finance, student loans, buy now pay later services (BNPL), car lease, payday loans, short-term loans (repayment period of 90 days or less and 50% APR not permitted), credit refinancing options. For example, debt consolidation services and early payday or early direct deposit functionality (receiving funds up to 10 days earlier from a direct deposit without charging any fees).
•  Credit cards
•  Trading/Investment platforms: Services specializing in the following types of investments are permitted (not an exhaustive list): shares/stocks, bonds, personal pension plans, mutual funds, hedge funds, exchange-traded funds (ETFs), futures, venture capital investments, preferred shares, options, and investment ISAs
•  Credit building companies: Credit building companies offer a service for consumers who want to build their credit score. Consumers don't have enough credit history to show a strong credit score, as they might never have held a credit card, taken out loans, or used credit for a significant time, rather than because of bad debts, etc 


Prohibited Industry (Products)

•  Virtual currencies: Virtual currencies cover cryptocurrencies (For example, Bitcoin and Ethereum), as well as cryptocurrency trading platforms and advisory services.
•  Credit repair companies: Companies offer to help consumers improve their credit scores.  At a fee, they will conduct inquiries to find why the score is low and what can be done to improve it.  The better the score, the more likely the consumer would be to obtain loans and credit cards.
•  Multi-level marketing/get rich quick schemes: It is a tactic used by some direct sales companies to encourage existing distributors to recruit new distributors, who are paid a percentage of their recruits' sales. Therefore, the more recruits a distributor makes for the company, the more money they earn.
•  Bail bonds: These serve as a surety that a criminal defendant will appear at court if a judge agrees, to temporarily release them until their trial date.
•  Pyramid schemes: A pyramid scheme is a fraudulent system of making money based on recruiting an ever-increasing number of "investors." The initial promoters recruit investors, who in turn recruit more investors, and so on.


Pharmaceutical Products


All other Pharma industry policies apply to Pharma products.


Case-by-Case (Products)

•  Cosmetic products and over-the-counter topical skincare, haircare, and personal care products may be permitted on a case-by-case basis.


Restricted in Paid Ads (Products)

•  Prescription medications, dietary supplements, medical devices, online pharmacies, healthcare facilities, telehealth providers, and all other over-the-counter drugs are restricted to 18+.


Prohibited Industry (Products)

•  Businesses or products that are not cosmetics or over-the-counter topical skincare, haircare, and personal care items may be required to submit relevant licensing for approval before advertising.


Israel

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services


Turkey

The following are prohibited:
•  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 supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.


United Arab Emirates

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


Egypt

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


Saudi Arabia

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


Kuwait

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


Qatar

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


Oman

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


Bahrain

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.


Morocco

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.


Jordan

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.


Lebanon

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue.
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.


Iraq

The following are prohibited:
•  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.
•  Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions - Pork products are forbidden.
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Energy drinks - Energy drinks and anti-fatigue
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits


South Africa

The following are prohibited:
•  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 supplements, etc
•  Real Estate - Real estate services and investment franchise services

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.


South Asia


Bangladesh

The following are prohibited -
•  Pork products
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in Branded Content, restricted in Spark Ads -
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits for 18+
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services for 18+
•  Condoms and contraceptives are restricted to 18+
•  Mimic gambling is restricted to 18+


Sri Lanka

The following are prohibited -
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in Branded Content, restricted in Spark Ads -
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits for 18+
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services for 18+
•  Condoms and contraceptives are restricted to 18+
•  Mimic gambling is restricted to 18+


SEA


Malaysia

The following are prohibited:
•  Pork products
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed.
•  Mimic gambling is restricted to 18+


Indonesia

The following are prohibited:
•  Pork products
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc.

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed.
•  Mimic gambling is restricted to 18+


Vietnam

The following are prohibited:
•  Raw food/beverages
•  Sale of Gold piece
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc
•  Mimic gambling is prohibited.

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed.


Thailand

The following are prohibited:
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed.
•  Mimic gambling is restricted to 18+


Singapore

The following are prohibited:
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  Infant food, including but not limited to milk powder, dietary supplements, etc.

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed.
•  Mimic gambling is restricted to 18+


Philippines

The following are prohibited:
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed. 
•  Mimic gambling is restricted to 18+


Cambodia

The following are prohibited:
•  Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery
•  Infant food -  infant food, including but not limited to milk powder, dietary supplements, etc

Prohibited in branded content, restricted in paid ads:
•  Food supplements and vitamins -  Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
•  Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Condoms are restricted to 18+, and no other forms of contraceptives/pills are allowed.
•  Mimic gambling is restricted to 18+


RU/CIS


Russia

The following are either prohibited completely or prohibited in branded content and restricted in paid ads:
Illegal products or services:
•  Alcohol - Alcoholic beverages (wine, beer, spirits, etc.), alcohol-containing foods, alcohol clubs/subscription services, alcohol making kits, or alcohol sponsored events, as well as non-alcoholic drinks from alcohol brands, are also prohibited.
•  Gambling - Including online gambling, casinos, sports betting, fantasy sports, bingo, lotteries, games of luck/chance, games replicating gambling practices, or other gambling-related content.
•  Drug-related products and services - Depicting or encouraging the use of illegal drugs, drug paraphernalia, recreational and prescription drugs, drugs, or alternative products for weight loss.
•  Weapons - Dangerous weapons, including guns, explosives, knives, swords, and other objects that are designed to cause harm to individuals.
•  Sexual products and services - Adult entertainment and paraphernalia including pornography, sex toys, lubricants, and fetish costumes, including some underwear like corsets and micro-thongs.
•  Cigarettes and Tobacco products - Cigarettes, cigars, tobacco, e-cigarettes, cigarette containers, shisha, and other related products and services.
•  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 and plants- Buying or selling animals, live animals, livestock, pets, animal body parts, or products made from animal body parts. 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, as well as protected wildlife and wild flora, are all prohibited.  
•  Counterfeit - Products, services, or a content offering and (or) promotion of which infringes the third party's intellectual property or moral rights.
•  Other prohibited products or services - International brides, hazardous chemical products, trading of human organs and transplants, abortion, etc.

Products or services that cannot be advertised or cannot be advertised online:
•  Pharmaceuticals, Healthcare, and Medicine products - Pharmaceuticals, healthcare, medicines, including but not limited to over-the-counter medicines and prescription drugs and contraceptive products, weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas), fasting services and products, are prohibited.
•  Baby food - Infant formula, dietary supplements for babies, etc.
•  Other products or services restricted for promotion online.

Products or services that may be harmful to or inappropriate to minors:
•  Dating and live video applications or services - Services that 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.
•  Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
•  Energy drinks
•  Age-rated films, TV shows, and games - Films, TV shows, and games with the age rating 16+ or above.
•  High-risk and potentially fraudulent financial services - financial services and products, including but not limited to trading platforms, cryptocurrency, foreign exchange, debit and pre-payment cards, forex trading, pyramid schemes (including non-financial services), credit repair services, bail bonds, debt assistance programs, get rich quick schemes, debt consolidation services, and penny auctions;
•  Political content - Content that references or opposes a candidate for public office, current or former political leader, political party, or political organization, or advocates a stance (for or against) on a local, state, or federal issue of public importance in order to influence a political outcome.
•  Funeral services
•  Other products or services promotion that targets or appeals to children.

Certain products or services that may require licensing or confirmation can be promoted only if a sponsoring brand was granted a respective authorization of TikTok:
•  Real estate and related works and services
•  Psychological consulting services
•  Professional Services - Accounting & taxation services, employment, financial, legal services, and immigration services
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits, etc
•  Medical services – Any medical services, including cosmetology services (such as including plastic surgeries or laser hair removal services in professional places), services of prenatal sex determination
•  Other products or services that may require licensing or verification of conformity


Ukraine

Prohibited in branded content, restricted in paid ads:
•  Non-alcoholic drinks from alcohol brands
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits, etc.
•  Age-rated films, TV shows, and games -  Films, TV shows, and games with UA specific age rating 14+ or above.
•  Weightloss products or services - Meal replacement products, fat burning pills, etc.
•  Baby food - Infant formula, dietary supplements for babies, etc.
•  Real estate
•  Psychological consulting services
•  Cosmetology services - Plastic surgeries, tattoo services, or laser hair removal services in professional places, etc.
•  Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
•  Employment services


Belarus

Prohibited in branded content, restricted in paid ads:
•  Non-alcoholic drinks from alcohol brands
•  Energy drinks
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits, etc.
•  Age-rated films, TV shows, and games -  Films, TV shows, and games with BY specific age rating 16+ or above.
•  Weightloss products or services - Meal replacement products, fat burning pills, etc.
•  Baby food - Infant formula, dietary supplements for babies, etc.
•  Real estate
•  Psychological consulting services
•  Cosmetology services - Plastic surgeries, tattoo services, or laser hair removal services in professional places, etc.
•  Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
•  Employment services
•  Overseas education - Services/opportunities related to studying outside Belarus.
•  Offline entertainment events - Real life music events, etc.


Kazakhstan

Prohibited in branded content, restricted in paid ads:
•  Non-alcoholic drinks from alcohol brands
•  Energy drinks
•  Food/beverages
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claim to have vitamin or health benefits, etc.
•  Age-rated films, TV shows, and games -  Films, TV shows, and games with specific age rating 14+ or above.
•  Weightloss products or services - Meal replacement products, fat burning pills, etc
•  Baby food - Infant formula, dietary supplements for babies, etc.
•  Real estate
•  Psychological consulting services
•  Cosmetology services - Plastic surgeries, tattoo services, or laser hair removal services in professional places, etc.
•  Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
•  Employment services
•  Skincare products and cosmetics - Including perfumes, teeth whitening kits, hair coloring/perming products, hair removal products, tanning products, etc.


Uzbekistan

Prohibited in branded content, restricted in paid ads:
•  Non-alcoholic drinks from alcohol brands
•  Energy drinks
•  Food/beverages
•  Food supplements and vitamins - Vitamins, powders, shakes, gummies claim to have vitamin or health benefits, etc.
•  Age-rated films, TV shows, and games -  Films, TV shows, and games with KZ specific age rating 14+ or above.
•  Weightloss products or services - Meal replacement products, fat burning pills, etc
•  Baby food - Infant formula, dietary supplements for babies, etc.
•  Real estate
•  Psychological consulting services
•  Cosmetology services - Plastic surgeries, tattoo services, or laser hair removal services in professional places, etc.
•  Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
•  Employment services
•  Skincare products and cosmetics - Including perfumes, teeth whitening kits, hair coloring/perming products, hair removal products, tanning products, etc.


Australia

The following are prohibited:
•  Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight-loss teas, or lollipops) and fasting services and products.
•  Non-alcoholic drinks from alcohol brands
•  Ads promoting adoption or surrogacy services
•  Therapeutic goods - Vitamins and healthcare supplements, sunscreens, medical devices, etc.
•  Infant food - Including but not limited to milk powder, dietary supplements, etc.
•  Charities
•  Dating Apps motivated by sexual encounters are prohibited.

Prohibited in branded content, restricted in paid ads:
•  Pharmaceuticals, Healthcare, and Medicine products - Clinical trial recruitment, veterinary medicines, etc.
•  Media and Entertainment - Films and games
•  Contraceptives like condoms are considered a medical device, need necessary licensing, and are restricted to 18+. No other contraceptives are allowed.


New Zealand

The following are prohibited:
•  Energy drinks
•  Non-alcoholic drinks from alcohol brands
•  Weightloss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss teas or lollipops) and fasting services and products, dietary and fitness apps, etc.
•  Ads promoting adoption or surrogacy services
•  Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
•  Skincare products and cosmetics - Including teeth whitening kits, permanent makeup products, etc.
•  Dating Apps motivated by sexual encounters are prohibited.

Prohibited in branded content, restricted in paid ads:
•  Pharmaceuticals, Healthcare, and Medicine products - clinical trial recruitment, veterinary medicines, medical devices, etc.
•  Media and Entertainment - Films and games
•  Contraceptives like condoms are considered a medical device, need necessary licensing, and are restricted to 18+. No other contraceptives are allowed.


Korea

The following are prohibited:
•  Underwear product with model fitting
•  Religious content
•  Medical institutions - Medical institutions including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services

Prohibited in branded content, restricted in paid ads:
•  Age-rated films, TV shows, and games - Films, TV shows, and games rated 17 or over.


Japan

The following are prohibited:
•  Medical institutions - Ads related to venereal diseases, psychiatry, genitals, breast augmentation, hormones.
•  Non-factual, misleading consulting services
•  Overseas medical institutions, various financial and real estate services
•  Prescription drugs
•  Immigration services
•  Nightclubs and Brothels
•  Cashable games - Products that earn real money or cryptocurrency.
•  Religious content

Prohibited in branded content, restricted in paid ads:
•  Age-rated films, TV shows, and games -  Films, TV shows, and games with 18 or over.
•  Pharmaceuticals, Healthcare, and Medicine products - Products comply with Japanese medical law, Pharmaceutical and Medical Device Act, Act against Unjustifiable Premiums and Misleading Presentations, and various industry guidelines.


Taiwan

The following are prohibited:
•  Medical institutions - Medical institutions including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services
•  Underwear product with model fitting
•  Religious content
•  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.

Prohibited in branded content, restricted in paid ads:
•  Age-rated films, TV shows, and games - Films, TV shows, and games rated 17 or over.

Was this helpful?