TikTok Ads Rejected? Catch Risks Before You Launch
Purpose-built for TikTok ad compliance. Covers common violations in TikTok ad policies: misleading claims, regulated goods, video content risks, and landing page experience.
FastGrow Compliance Team · Reviewed by FastGrow Policy Desk · Updated 2026-06-22
Pre-launch compliance checking for TikTok ads is crucial to avoid common rejections. This guide details TikTok's advertising policies, helping you understand platform rules and implement compliant rewrites to ensure your ads go live smoothly.
Core Capabilities
Full TikTok ad policy coverage: misleading claims, regulated goods, video content
Identify TikTok-specific video content risks (visuals, text, background music)
Provide TikTok-compliant fix suggestions and alternatives
Support both TikTok short video and image ad formats
Platform Policies, Explained
Other Products and Services
Medium
TikTok enforces strict regulations on advertising various products and services to maintain a safe and healthy community. This includes accounting and tax services, energy drinks, legal services, media and entertainment, real estate, High Fat, Salt, and Sugar (HFSS) foods, fertilizers and pesticides, underwear and swimwear, inappropriate commercial products, VPNs, and astrology/fortune-telling. The policy emphasizes regional restrictions, age targeting, licensing requirements, and content prohibitions to ensure ads comply with local laws and platform standards.
This TikTok ad policy aims to create a safe and healthy environment for a diverse community. It details advertising rules for various products and services, including accounting and tax, energy drinks, legal services, media and entertainment, real estate, HFSS foods, fertilizers and pesticides, underwear and swimwear, inappropriate commercial products, VPNs, and astrology/fortune-telling. The policy focuses on regional restrictions, age targeting, licensing requirements, and content prohibitions to ensure ad compliance.
Gray area: Many products and services are completely prohibited in specific countries and regions, such as accounting and tax content in Albania and Brunei. Some services have additional restrictions; for example, legal service ads must only target audiences aged 18 and above and must not involve criminal law, child-related issues, family law, etc. Real estate service promotions require compliance with relevant laws and regulations, registration, and licensing. HFSS product ads in certain markets (e.g., Australia, Ireland) must target audiences aged 18 and above. Fertilizer and pesticide content in markets like Cambodia and India requires a general business license. Jump scares or horror scenes in ad creatives are only allowed after the first 6 seconds.
Weight Management
Medium
TikTok's weight management ad policy aims to foster a positive and inclusive body image environment. Ad content must be responsible and must not claim products are the sole path to weight loss or gain. Weight loss ads must target audiences aged 18 and above and promote a healthy lifestyle. The policy prohibits content that shames users' bodies, implies a perfect physique, exaggerates results, or claims results without diet or exercise. Certain weight loss surgeries, injections, and similar products are completely prohibited in specific countries/regions.
TikTok's weight management and body image ad policy aims to create a positive and inclusive environment. Ad content must be responsible and must not claim products are the sole path to weight loss or gain. Weight loss ads must target audiences aged 18 and above and promote a healthy lifestyle. Content that shames users' bodies or implies a perfect physique is prohibited.
Gray area: Gym or fitness app ads are generally permitted. Ads for sports nutrition supplements (e.g., protein powder) may be allowed but must target audiences aged 18 and above. Weight loss surgeries, injections, fat-burning pills, and slimming creams are prohibited in many countries/regions. Any weight loss claims must only target audiences aged 18 and above and be based on promoting a healthy lifestyle. Advertisers should phrase content responsibly, without claiming products are the sole path to weight loss or gain.
Misinformation
High risk
TikTok strictly prohibits false, misleading, or unverified misinformation to maintain a safe and trustworthy community environment. This includes misinformation regarding health, public safety, environment/climate, and elections. The policy aims to prevent harm to individuals or society, erosion of public trust, or negative impacts on public health and democratic processes. For example, it prohibits promoting unproven therapies, denying major events, spreading conspiracy theories, or distorting climate change facts.
TikTok's ad policy prohibits false, misleading, or unverified misinformation to maintain a safe and trustworthy community environment. This includes misinformation about health, public safety, environment/climate, and elections, aiming to prevent harm to individuals or society, undermining public trust, or impacting public health and democratic processes.
Gray area: Educational and fact-based content, fictional content, humorous content, and discussion-oriented content are allowed under specific conditions. For example, scientific videos explaining how vaccines work, fictional conspiracy plots in movies, satirical animations criticizing health rumors, or documentaries objectively analyzing the origins of conspiracy theories. However, discussion-oriented content must not actively promote, support, or encourage users to believe in conspiracy theories, and must not cause harm or panic. Political content ads must adhere to the strict restrictions in TikTok's Politics, Government, and Elections policy.
Ad Format and Functionality
Medium
This policy ensures the quality, consistency, and clarity of TikTok ads, providing a positive user experience. Advertisers must ensure landing pages function correctly, have complete content, and are consistent with ad creatives. Misleading visual elements, invalid buttons, or requirements to download additional programs are prohibited. Personal data collection must be handled carefully, with sensitive information requiring written consent from a TikTok sales representative. Ad creatives must be clear, high-resolution, and meet technical specifications such as duration, dimensions, and audio quality. Language and currency must be consistent with the target market.
This TikTok ad policy aims to ensure the quality, consistency, and clarity of ads on the platform, providing a positive user experience. The policy covers landing page functionality, e-commerce information disclosure, lead ad privacy policies, personal data collection restrictions, ad content and landing page consistency, ad creative editing and technical quality requirements, and regional relevance of language and currency. Non-compliant ads may face rejection, reduced impressions, or increased costs.
Gray area: QR codes on product packaging or apps and unscannable matrix codes are permitted. Commonly accepted slang (e.g., 'gonna') is allowed in ad titles and copy. Ad content containing QR codes linking to third-party websites is prohibited in many countries/regions. Ads showing a person holding a mobile device with a static image on the screen are also restricted in many markets. Collecting sensitive information requires written consent from a TikTok sales representative. If setting up multi-market targeted ad groups, they must be configured according to the language of the ad content and landing page, and can only target markets that match the ad content and landing page language.
Dangerous Products or Services
High risk
TikTok's ad policy prohibits the promotion of dangerous products or services that may cause violence or physical harm. This includes weapons, ammunition, explosives, police/military equipment, tobacco/nicotine products, and illegal/controlled drugs and narcotics. Certain utility knives and non-controlled knives may be allowed in specific European countries and Israel, but must target audiences aged 18 and above. Prescription drugs are restricted in Canadian and US markets, requiring regulatory approval and targeting users aged 18 and above. Anti-smoking campaigns or non-medical products/services to quit smoking are generally permitted.
This policy prohibits the promotion of dangerous products or services in TikTok ads that may cause violence or physical harm, including weapons, ammunition, explosives, police/military equipment, tobacco/nicotine products, and illegal/controlled drugs and narcotics.
Gray area: Exceptions include toys (e.g., water guns, toys not resembling real weapons), depictions of weapons or smoking scenes in TV shows/movies/games/animations, anti-smoking campaigns, non-medical products/services to quit smoking, and fragranced products (e.g., perfumes). Utility knives or non-controlled knives are only allowed in specific European countries and Israel, targeting users aged 18 and above. Prescription drugs are only applicable to Canadian and US markets, requiring regional regulatory approval, no misleading statements, and targeting users aged 18 and above.
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 brand names, logos, or media clips without authorization. The promotion of counterfeit, replicated, or imitation products is forbidden. Furthermore, without permission, ads must not feature TikTok brand elements (such as its logo or descriptions like 'TikTok Bestseller') or imply any sponsorship, endorsement, or partnership with TikTok, to protect platform trust and user rights.
TikTok's ad policy strictly prohibits intellectual property infringement, including copyright, trademark, and the sale of counterfeit goods. Ads must not use unauthorized third-party brands, media clips, or brand logos, nor promote counterfeit or imitation products. Additionally, without permission, ads must not feature TikTok brand elements or imply any sponsorship, endorsement, or partnership with TikTok.
Gray area: Ensure all ad content (including media clips, brand names, logos) has obtained 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 a partnership without permission in ads.
Before / After: Compliant Rewrites
✗ High-risk
Ad claims: 'Lose 20 pounds in 30 days with this product, no exercise needed!'
This ad violates the weight management policy by exaggerating product effects, claiming weight loss without diet or exercise, and setting unrealistic expectations.
✓ Compliant
Ad showcases a healthy, balanced diet and moderate exercise, presenting the weight management product as part of a healthy lifestyle, targeting users aged 18 and above.
Ad creative (image or video) features Product A, but the website displays Product B.
The ad content is inconsistent with the product promoted on the landing page, violating the ad format and functionality policy regarding content consistency.
✓ Compliant
Ad images and videos feature Product A, and the landing page also displays detailed information about Product A.
Legal service ad displayed to users under 18 years old.
Legal service ads must only target audiences aged 18 and above; this ad violates the age targeting requirement in the Other Products and Services policy.
✓ Compliant
Legal service ad targets only users aged 18 and above, and explicitly states it does not offer legal advice related to industries prohibited by TikTok's ad policy.
All product or service claims in the ad are factual and verifiable, avoiding absolute terms like 'number one' or 'best'.
Ad creative (images, videos, copy) is entirely consistent with landing page content, without any mismatches or misleading information.
Ads for all restricted products (e.g., legal services, HFSS foods, alcohol) are correctly age-targeted (e.g., 18+ or 25+).
The ad does not contain any unauthorized third-party brand names, logos, or media clips, nor does it promote counterfeit or imitation products.
Ad creative is clear, high-resolution, between 5-60 seconds long, includes high-quality audio, and dynamic content accounts for over 50%.
The ad does not promote any dangerous products or services, such as weapons, illicit drugs, tobacco products, or police/military equipment.
If the ad contains substantially modified AI-generated content, an 'AIGC' tag or disclaimer has been clearly added.
From Real Detection Data
~100%
Share of top rejection category (TikTok广告政策)
Anonymized aggregation from 31 real checks
~74%
Share of high-risk assets
From 31 real checks (anonymized)
How It Works
Step 1
Upload Asset
Step 2
Select Platform
Step 3
Detect Risks
Step 4
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Frequently Asked Questions
Why might my ad be rejected even if I think it complies with policies?▼
Common reasons for ad rejection include: inconsistency between ad creative and landing page content, exaggerated or misleading product claims, incorrect age targeting for restricted products, promoting regionally prohibited products or services, or using unauthorized intellectual property. TikTok's policies are strict on details, so it's advisable to carefully review all rules.
What are TikTok's rules for AI-generated content (AIGC)?▼
If your ad includes substantially modified AI-generated content, you must clearly disclose it. This can be done by adding an 'AIGC' tag, disclaimer, subtitle, watermark, or custom sticker to avoid misleading or false content.Official source
My product is legal in some countries, why is it still prohibited from advertising on TikTok?▼
In addition to complying with local laws and regulations, TikTok's ad policies also include its own platform standards and community guidelines. Many products and services (such as certain financial services, alcohol, HFSS foods) may be completely prohibited or subject to additional restrictions in specific countries/regions due to platform policies, even if they are legal locally. You need to check the regional restrictions section in the specific policies.Official source
What are the key compliance points when mentioning weight management products in ads?▼
Weight management ads must be responsible and must not claim products are the sole path to weight loss or gain. Ads must target audiences aged 18 and above and promote a healthy lifestyle. Exaggerating results, body shaming, or implying a perfect physique are prohibited. Avoid unrealistic promises like 'lose weight in 7 days' or 'lose weight while lying down'.Official source
The information provided on this page is for reference only, intended to help advertisers understand TikTok's ad policies. The final decision regarding ad review and launch rests solely with the TikTok platform.
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