Cross-border e-commerce ad compliance primarily focuses on high-frequency rejection reasons such as absolute claims, pricing and promotions, efficacy promises, and brand infringement, ensuring ad content is truthful, transparent, and not misleading.
Core Capabilities
Product claim and advertising regulation checks
Discount expression and pricing display compliance review
Before/after and effect demonstration detection
Multi-country ad regulation adaptation
Platform Policies, Explained
Misleading and False Content
Medium
TikTok prohibits false, misleading, or unverified information to maintain a safe and trustworthy community. Ads must not promise or exaggerate product effects, use absolute claims, and ensure consistency between ad content and landing page information. Visual elements and malicious comparisons designed to induce clicks are forbidden. Significantly altered AI-generated content requires explicit disclosure. Unauthorized use of public or non-public figures' likenesses is also prohibited to protect user privacy and platform trust.
Prohibited: Promising or exaggerating product effects. Example: Slimming liquid: “Get slim legs instantly.” Prohibited: Using absolute claims about time, region, or brand to describe products in ad content. Example: “TikTok's #1 ranked song.” Prohibited: Including information that is mismatched or inconsistent with promotions, prices, discounts, or any such details.
Gray area: Comparative claims in ads may be allowed, but require evidence or clear disclaimers.
Unacceptable Business Practices
High risk
Meta prohibits the promotion of products, services, schemes, or opportunities confirmed to involve deceptive or misleading practices, including those intended to defraud users of money or personal information. Ads must not claim unverifiable effects for products or services and must clearly state all fees or participation conditions. Impersonating official entities, fabricating credentials, or using false testimonials is forbidden, as is demanding unnecessary personal information under the guise of rewards. Content creating false urgency, such as “only 1 spot left” or “3 minutes only,” is also considered misleading.
Ads must not claim unverifiable effects for products or services. All fees or participation conditions (e.g., subscriptions, hidden charges) must be clearly disclosed. Inducing personal information by impersonating official entities (e.g., “partnered with Facebook”), fabricating credentials, or using false testimonials is prohibited. Demanding unnecessary information (e.g., bank card numbers, passwords) under the guise of rewards is not allowed. Content frequently creating false urgency, such as “only 1 spot left” or “reply within 3 minutes,” is considered misleading.
Gray area: Using real images with language suggesting “exaggerated income” is prohibited; even with real user images, guaranteed returns cannot be promised. Disclosures of qualifications and “results may vary” statements are required.
Undisclosed Payment Models or Fees
Medium
Google Ads policy mandates transparency and accuracy in payment models and fees, prohibiting misrepresentation. Ads must not conceal total prices, payment structures, recurring charges, shipping costs, interest rates, or late fees. Deceptive pricing tactics like bait-and-switch or price gouging are forbidden. Free apps and trials must clearly state charging conditions. Emergency services must conspicuously disclose all fee components to ensure informed user consent. Violations typically result in a 7-day warning before account suspension.
Prohibited: Failing to clearly and explicitly state the payment model and all costs users incur before and after purchase. Example: Not stating the total price (including all taxes, applicable fees, and surcharges); not clearly displaying the price and billing cycle for subscription or membership services. Prohibited: Pricing methods that create a false or misleading impression of product or service costs, leading to users being charged excessive or unexpected fees. Example: Bait-and-switch tactics; price gouging (e.g., a locksmith demanding higher than quoted fees on-site); advertising a free app that requires payment to install; advertising a free trial without clearly stating the trial period and automatic billing post-trial.
Gray area: For emergency on-site services where prices may vary based on circumstances, such as urgent repairs or professional technical assistance, businesses must clearly and prominently disclose all applicable fees in their ads or landing pages, including call-out fees, emergency surcharges, and whether estimated costs are binding.
Third-Party Intellectual Property Infringement
High risk
Meta strictly prohibits ads that infringe upon any third-party intellectual property rights, including copyrights, trademarks, or other legal rights. This includes promoting or selling counterfeit products, such as imitations that misuse another company's trademarks and/or unique features to mimic genuine items. Ads that fail to clearly state the product's origin or manufacturer, overtly mimic well-known brand identifiers, or unauthorizedly use someone else's likeness, signature, or brand slogan are considered high-risk infringements. The use of “100% authentic certification” labels is forbidden unless official authorization can be provided.
Ads must not contain content that infringes upon any third-party intellectual property rights (including copyright, trademark, or other legal rights). Infringement includes, but is not limited to, promoting or selling counterfeit products, such as imitations that misappropriate another company's trademarks (names or logos) and/or unique features to pass off as genuine.
Gray area: Compatible products (e.g., “iPhone charger cable” but without Apple logo), used genuine products (must be clearly labeled “used” with reasonable pricing), tribute/inspired-by items (without brand identifiers, clearly stated as non-genuine), and similar designs without obvious trademarks (medium risk).
Intellectual Property Infringement
High risk
TikTok's ad policy strictly prohibits intellectual property infringement, including copyright, trademark, and the sale of counterfeit goods. Ads must not use third-party brands, media clips, or brand logos without authorization, nor promote counterfeit or replica products. Furthermore, without permission, ads must not feature TikTok brand elements or imply any sponsorship, endorsement, or partnership with TikTok.
Prohibited: Unauthorized use of third-party brands. Example: Unauthorized use of third-party brand names, logos, or media clips to promote products or services. Prohibited: Displaying or promoting counterfeit products in ad content and on landing pages. Example: Promoting, selling, instigating, or assisting in obtaining counterfeit products, replicas, and imitations unauthorized by the brand owner or trademark owner. Prohibited: Displaying TikTok-related elements in ad content and on landing pages. Example: Using the TikTok brand logo or descriptions like “TikTok Bestseller” without permission. Prohibited: Attempting to imply any sponsorship, endorsement, or partnership with TikTok or ByteDance products without permission.
Gray area: Ensure all ad content (including media clips, brand names, logos) has legal authorization or permission. Only promote genuine products and avoid any descriptions that might mislead users into associating with third-party brands. Avoid using TikTok's own brand elements or implying partnerships in ads without permission.
Before / After: Compliant Rewrites
✗ High-risk
Slimming liquid: “Get slim legs instantly.”
This ad uses an absolute claim “instantly” and exaggerates product efficacy, promising unrealistic rapid slimming results, violating TikTok's policy on misleading and false content.
✓ Compliant
Slimming liquid: Complement a healthy lifestyle to help sculpt beautiful leg contours.
Just 10 minutes a day, easily earn 30,000 a month!
This ad promises unrealistic high returns without verifiable evidence, constituting deceptive or misleading business practices, violating Meta's policy on unacceptable business practices.
✓ Compliant
Discover real income and experience sharing from freelancers.
Selling sneakers with the Nike swoosh logo, priced at only $19.99
This ad uses the Nike trademark without authorization and sells at a price significantly below market value, suggesting counterfeit products, which severely infringes on third-party intellectual property rights, violating Meta's policy.
✓ Compliant
Our own brand sneakers, stylish design, comfortable and durable.
The ad claims “Tablets from $40,” but after clicking, users find no tablets available for $40.
This ad promotes an unavailable or inaccurately priced product, creating a false impression of the offer for users, violating Google's policy on unavailable offers.
✓ Compliant
Tablets: Multiple options available, competitive prices, visit our official website for details.
Does the ad copy avoid absolute claims like “best,” “number one,” or “only,” unless supported by authoritative third-party data?
Does the ad avoid promising unverifiable or unrealistic product effects (e.g., “lose 10kg in 7 days,” “get slim legs instantly”)?
Are all prices, fees, discounts, and payment models in the ad clear and transparent, with no hidden costs or misleading pricing?
Is the product or service advertised genuinely available on the landing page at the stated price, and is there sufficient stock?
Does the ad avoid unauthorized use of third-party brand names, logos, media clips, or any designs that might imply brand infringement?
Does the ad avoid creating false urgency (e.g., “only 1 spot left,” “limited time 3 minutes”) or implying guaranteed financial returns?
From Real Detection Data
~20%
Share of top rejection category (TikTok广告政策)
Anonymized aggregation from 74 real checks
~51%
Share of high-risk assets
From 74 real checks (anonymized)
How It Works
Step 1
Upload Asset
Step 2
Select Platform
Step 3
Detect Risks
Step 4
Get Report
Frequently Asked Questions
Can my ad use absolute claims like “world's best” or “industry-leading”?▼
According to TikTok and Google policies, ads should avoid absolute claims unless explicitly supported by authoritative third-party data or certifications. Exaggerated or unsubstantiated claims may be deemed misleading and rejected. It's advisable to use more objective or verifiable descriptions.Official source
What rules should I be aware of when displaying product prices and promotions in ads?▼
All prices, fees, and promotional information must be clear, accurate, and consistent with the landing page content. Google policy explicitly prohibits hidden total prices, recurring fees, shipping costs, or the use of deceptive pricing. Meta also forbids creating false urgency or promising offers that cannot be fulfilled. Ensure all financial information in your ads is transparent and not misleading.Official source
Can my ad promise specific product results, such as “guaranteed weight loss”?▼
Both Meta and TikTok policies prohibit ads from claiming unverifiable or exaggerated effects for products or services. For instance, Meta explicitly states that even with real user images, guaranteed returns cannot be promised. It is advisable to avoid terms like “guaranteed” or “100% success,” and instead emphasize that results may vary or require a healthy lifestyle.Official source
How can I prevent my ads from infringing on other brands' intellectual property?▼
Both Meta and TikTok policies strictly prohibit the unauthorized use of third-party brand names, logos, media clips, or any designs that might imply brand infringement. Ensure you only promote your own branded products or have explicit authorization to use third-party brands. Avoid terms like “original factory surplus” or “high imitation,” and ensure your ad creatives and landing page content do not involve any unauthorized brand elements.Official source
What are the consequences if the price shown in my ad doesn't match the price on the landing page?▼
Both Google and TikTok policies explicitly prohibit inconsistencies between ad content and landing page information, especially regarding prices and promotions. Such discrepancies can be considered misleading or false content, leading to ad rejection. To avoid violations, ensure all prices and offers displayed in your ad precisely match the actual information on your landing page.Official source
The information provided on this page is for reference only and does not constitute legal advice. The final judgment and decision on ad compliance rest with the platform.
Ready to check your ad assets?
Sign up for free credits and experience the full pre-launch compliance check workflow.
