TikTok Brand Safety Center: Our Mission & Announcements

Keeping brands safe

Welcome to the TikTok Brand Safety Center

At TikTok, we are committed to creating the most trusted platform for you to build your brands, connect with communities and drive real business impact. Read on for a transparent look into our continuous efforts to create a safe, suitable and positive environment for your business.

How we approach brand safety

Keeping Our Community Safe

We're passionate about building a safe, comfortable place for people to create, be entertained, and express themselves. Fostering a positive experience for our community is key to creating a favorable environment for you to grow your business.

Building for Brand Safety & Suitability

Our robust brand safety and suitability solutions are designed to give you more control over your advertising experience on TikTok. For added reassurance, we work with leading technology partners to provide independent measurement of your campaigns.

Championing Transparency & Accountability

We strive to be the most transparent and accountable company in the industry when it comes to safeguarding our community. We are committed to building responsibly, equitably, and openly.

Partnering for Progress

We celebrate the power of collaboration. That's why we regularly partner with experts, industry organizations and advertisers to help inform and elevate our work, while advocating for meaningful progress in digital safety around the world.

Solutions, partnerships and certifications

We innovate both in-house and together with leading technology partners to deliver advanced brand safety and suitability solutions that are built specifically for TikTok. Our robust suite of solutions is designed to provide you with even more confidence that your ads will show up in a trusted environment that's aligned with your unique brand values. We also collaborate with trusted industry organizations and experts to inform and evolve our approach to safety, transparently promote important issues, achieve independent accreditation, and collectively build towards a safer, more responsible future for the broader digital ecosystem.

See the power of our brand safety and suitability solutions in action

Adidas

Leveraging TikTok Inventory Filter and Zefr measurement to align with brand-suitable content on the platform.

57M total impressions

99.9% brand safety rate

99.9% brand suitability rate

Actimel

Generating mass awareness and igniting nostalgia for millennials on TikTok with a verified brand-safe campaign.

30% sales uplift

98.9% brand safe impressions delivered

28.5% uplift in ad recall

Sony Pictures Entertainment

Generating mass awareness in a verified brand-safe and suitable environment for Sony Pictures' latest release in Spain.

35M+ impressions

99% verified brand safe impressions

118K clicks

Rexona

Delivering an impactful message in a safe and suitable environment.

+14.9% lift in ad recall

32M total impressions

99.99% brand safety and brand suitability rates

HP

Driving brand lift and brand safety success.

7M+ TikTokers reached

+3.8% lift in ad recall

99.43% impressions verified as brand safe by DoubleVerify

KFC

Generating awareness for KFC's brand-new menu item in the UK with brand-safe delivery.

17.8M impressions

99.5% verified brand safe impressions

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What's new

New solutions

Announcing new brand suitability innovations

TikTok Inventory Filter now has new controls, and we launched a Brand Safety Hub in TikTok Ads Manager

4.11.2024

Policy updates

Updates to ads for teens and improved data control

Updates to limit how certain types of data are used to show teens ads and new features to provide additional transparency and control over your data.

6.28.2023

Youth safety

Family Pairing and TikTok's Youth Council

A new way caregivers can support teens' viewing experience with content filters on Family Pairing, plus information about our work to launch TikTok's Youth Council.

6.27.2023

TikTok Truths

A series on our privacy and data security practices

Get the facts straight with a new series debunking common claims about TikTok's data collection, usage, sharing, and protection.

6.13.2023

New solution: Pulse Premiere

Connecting brands with Premium Publisher Content

Our newest solution gives advertisers control and predictability by placing their ads directly after content from premium publisher content on TikTok.

5.3.2023

Policy updates

Refreshed Community Guidelines

This update offers our community more transparency about our rules and how we enforce them to create a safe space on TikTok.

3.21.2023

Feature updates

Introducing a way to refresh your For You feed on TikTok

Learn about our new feature to start fresh on the TikTok For You feed & updates on our ongoing efforts to mitigate repetitive recommendations.

3.16.2023

Beyond Brand Safety

Building for a new era of safety, privacy and security

We're committed to building the most trusted entertainment platform. Learn about our efforts to create an environment where people and brands feel protected.

3.2.2023

Youth safety

New features for teens and families on TikTok

Improving our screen time tool, introducing new default settings for teen accounts, and expanding Family Pairing controls.

3.1.2023

TikTok partnerships

TikTok's Brand Safety and Suitability Partners

The TikTok Marketing Partners Program proudly announced its badged Measurement Partners in Brand Safety and Suitability: DoubleVerify, IAS, Zefr.

2.23.2023

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Related resources

TikTok | Safety Center

See our commitment to transparency in action through our dedicated approach to keeping TikTok a safe and positive platform for our community.

Learn more

TikTok | Transparency Center

See our commitment to transparency in action through insights into our approach to keeping TikTok a safe and positive platform for our community.

Learn more

TikTok | U.S. Data Security

We are committed to the safety, privacy, and security of our community. Learn how we're addressing national security concerns in the U.S. with measurable solutions.

Learn more

TikTok for Business Trust Center

We devote considerable attention and resources in pursuit of the privacy and security of our community and brands. See our Security Portal to learn more.

Learn more