TikTok advertising policy for Vietnam market

To prevent your TikTok ad account from being disabled or experiencing ad spending issues, understanding TikTok’s advertising policies is essential. TikTok’s ad policies can be summarized into three main areas:

• Landing Page Policy: Rules and regulations regarding the content and functionality of landing pages.
• Advertising Content Policy: Guidelines on displayed content, including images, text, and more.
• Product Policy: Restrictions and prohibitions on certain products and services advertised on TikTok.

Let’s dive deeper into TikTok’s advertising policies to ensure your ads comply with the platform’s guidelines.

TikTok Advertising Policy for Landing Pages

Landing pages are typically used to direct users to:

• Google Play Store or App Store to download an app.
• A functioning website of the advertised product or service.

During a TikTok advertising campaign, ensuring that your landing page (or destination URL) complies with TikTok’s advertising policies is crucial. A well-optimized landing page improves user experience and increases conversion rates.

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1. Quality and Functionality

TikTok ads must not direct users to broken or non-functional landing pages. Violations related to landing pages fall under the “Non-Compliant Landing Page” category, which includes:

• Expired, broken, or under-maintenance landing pages.
• Pages containing incomplete or inaccurate information.
• Non-mobile-optimized landing pages.
• Pages that automatically download files onto a user’s device.
• Pages requiring users to download additional apps/software or submit personal information before accessing main content.

However, TikTok does allow ad links leading to:

• Google Play Store or App Store for app downloads.
• Official websites of the promoted product or service.

2. Prohibited Products and Services

TikTok has strict rules regarding banned products and services, including:

• Globally illegal products, such as drugs and endangered animals.
• Dangerous items, such as firearms, ammunition, weapons, and toxic chemicals.

If your ad promotes restricted or prohibited products, your ad will be flagged for violation, and in severe cases, your ad account may be disabled.

3. Ensuring Accurate and Complete Business Information

Your landing page must include complete and accurate business information, such as:

• Contact information (email, phone number, etc.).
• Company identification (company name, logo, etc.).
• Registered business address.
• Business license.
• Shipping policy and privacy policy.
• Return and refund policies (if applicable).

Note: If your ad is rejected due to missing business information or documents, TikTok will notify you to provide the necessary details for approval.

4. Customer Data Protection

User personal information that must be protected includes:

• Identification documents (e.g., ID card, passport).
• Bank account details, financial transactions, insurance data.
• Biometric and health-related data.

Additionally, Lead Ads (used for gathering potential customer data) must include a Privacy Policy link and must not request personal data directly within the ad form. The privacy policy should clearly state how the company or website collects, processes, stores, shares, and protects user data.

TikTok Advertising Content Policy

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1. Consistency Between Ads and Landing Pages

All elements of an ad—including captions, content, images in the video, and call-to-action (CTA)—must be consistent with the information displayed on the landing page.

Advertisers are not allowed to:

• Promote Product A in the ad but display Product B on the landing page.
• Promote Brand A in the ad but display Brand B on the landing page.
• Feature a product with a brand logo in the ad, but the product on the landing page lacks the logo.

2. Ad Description Must Match Ad Content

TikTok does not approve ads where the caption and content do not match. Examples of violations:

• The caption states “Supports digestion”, but the ad promotes “Rapid weight loss.”
• The ad caption claims “Up to 30% discount,” but the ad says “Up to 50% discount.”

3. Ad Quality and Content Standards

• Captions and ad content must not contain spelling or grammar mistakes that create a poor user experience.
• Do not excessively use capital letters, spaces, numbers, symbols, or character spacing in descriptions.
• Ad images must not be blurred, unclear, or pixelated, nor should they use columns/pixels to obscure parts of the image.
• Ads must not contain third-party watermarks.
• Video ads must have a duration of 5–60 seconds, be high-resolution, and follow standard video size formats.
• Audio quality must be high, avoiding excessive background noise or unclear sounds.

TikTok Advertising Policy for Products

1. Prohibited Products and Services

TikTok strictly prohibits advertising for certain product and service categories, including:

• Animals and animal-derived products
• Sexual products and services
• Coins, banknotes, and financial products such as stocks and securities
• Counterfeit goods and products that violate intellectual property rights
• Narcotics, stimulants, and paraphernalia used for illegal substances
• Military apparel and equipment
• Political advertising
• Abortion services, sales of hazardous chemicals, etc.
• Weapons and weapon components, including swords, knives, explosives, bombs, guns, etc.
• FMCG products and food items that are banned from advertising to infants under 6 months old

Note: Some products and services may be prohibited or allowed depending on the country or region based on local laws and cultural appropriateness.

2. Restricted Products and Services

In addition to prohibited products, TikTok has a list of restricted products and services. While these products are still eligible for advertising, they are subject to limitations on reach and display frequency.

Restricted products and services include:

• Alcoholic beverages or ads depicting alcohol consumption
• Adult-oriented products labeled 18+, such as feminine hygiene washes, condoms, etc.
• Products for users aged 13+, such as sanitary pads, menstrual cups (ads may display the product but must avoid sensitive depictions of blood, sexuality, or the human body)
• Dating apps (allowed for users aged 18+)
• Over-the-counter medicines (requires full licensing)
• Processed foods (requires food safety certification)
• Actions violating the cultural or religious norms of the target audience
• Orthodontic services (braces, aligners, etc.)
• Unlicensed medicinal products and supplements
• Healthcare and pharmaceutical products that can be advertised for infants under 6 months old, but must comply with FDA registration and licensing policies.

Handling Policy Violations

Policy violations can occur to both experienced advertisers and newcomers. If your ad is flagged for violating TikTok’s policies, follow these steps:

1. Immediately review your ad settings, content, and compare them against TikTok’s advertising policies.
2. Edit and resubmit your ad for TikTok’s approval.

If you are unable to modify the ad or believe TikTok has mistakenly flagged it, you can request a review through the “Advertiser Support” section.

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Buybm365’s 5 Tips to Avoid TikTok Policy Violations

To help you stay compliant with TikTok’s advertising policies, here are five essential tips:

1. Monitor and manage ads carefully – Use TikTok’s ad management tools to ensure your content and targeting align with TikTok’s policies.
2. Check ad content thoroughly – TikTok has a strict two-stage review process involving automated scanning and human verification. Ensure your text, images, and videos comply with TikTok’s guidelines before launching your ad.
3. Use consistent language – Study your target audience to determine the appropriate language and messaging for maximum effectiveness.
4. Stay updated on policy changes – Regularly check for updates to TikTok’s advertising policies to ensure ongoing compliance.
5. Use TikTok’s official agency partners – TikTok agency partners are trained and experienced in running effective ads on the platform. They can help with targeting, ad creation, and troubleshooting issues. Additionally, Agency TikTok accounts offer more features and privileges than regular accounts, making them a valuable resource for advertisers.

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