We recognise that digital advertising can be complex, but we don’t think it has to be. We strive to communicate our ads practices simply and directly.
We build privacy into TikTok by design so that our community can confidently discover, create and enjoy diverse and entertaining content. We work toward being transparent with our users about how we collect, use and share data for advertising.
Businesses show ads on TikTok to reach the people they care about in a creative and meaningful way. This helps keep TikTok free for our community to use.
You will see different kinds of ads when you use TikTok. All of the ads that TikTok is paid to place in user feeds or the search page are clearly marked with a "Sponsored" or "Ad" icon. You can interact with the ad very much in the same way as content posted by users. For example, you can share, like, comment on, or replay an ad if the advertiser enables these features for a particular ad; you can also report the ad if you find it inappropriate.
TikTok Ad Policies determine the type of products and services that can be advertised on TikTok, in addition to the type of advertising content that is prohibited or restricted on our platform.
We want advertising to enhance your TikTok experience. To achieve that, TikTok shows you ads that use information you provide, that we automatically collect about you as you use TikTok, or that advertisers and measurement partners share about you.
The following general information may be used to show you either personalised or non-personalised ads.
The following additional information may be used to show you personalised ads, depending on your ad personalisation choices.
There are a few ways through which our partners share information with us:
For more information about the types of data that can be used to serve ads, please see our Privacy Policy. Please note that TikTok uses information shared by Advertisers, measurement and other partners, only if they agree to comply with our terms protecting your privacy. You should review the applicable privacy policy for any websites and advertisers that you interact with.
We help advertisers measure the effectiveness of their ads on TikTok, such as whether a gaming app's ad resulted in more downloads of their app. To do this, we share information about your views or interactions with ads with our advertisers' measurement partners, which are companies that help advertisers understand how their ads achieved their marketing objectives. Measurement partners are not permitted to use or share such data for any other purposes. Advertisers also share your actions on their apps or websites or in their stores with these partners, who then determine whether these actions should be credited to an ad you saw on TikTok. This helps keep the advertising on TikTok relevant and keeps TikTok free for all users.
We provide products and information to help people understand how advertising on TikTok works – including what data is used to show you ads and who is paying for the ads you see.
With the "About this ad" feature, you can find more information about how an ad was personalised using various targeting information selected by the advertiser, such as location information, age range, inferred gender information, inferred interests, and your behavioural information based both on your on and off-TikTok activity. For example, you may see an ad about dog toys if you have interacted with videos with hashtag "dogs" or visited a pet store website that has TikTok Pixel installed. You can click on the share button at the bottom right of the ad or long press on the ad video to find "About this ad".
To provide you with more transparency about who paid for the ad that you have seen, we have included an "About the advertiser" disclosure within "About this ad." You will be able to see the advertiser's name, the person who paid for the ad if different from the advertiser (which, as applicable, may be translated into English), the name of the country where the advertiser registered with TikTok, and a control to mute the advertiser's ads for a period of time.
To help enable you to control your advertising experience on TikTok, we offer a suite of tools within "Settings and privacy" to help you customise what personalised ads you see.
Within "Ads," you have the ability to manage how we use data to tailor ads to you. As described below, this setting may vary by region.
Although you can't opt out of seeing all ads on TikTok, you can influence the types of ads that you see by providing feedback to TikTok about the ad or the advertiser.