You’ve poured your heart into your business, right? Sleepless nights, countless hours perfecting your product, and now you’re ready to show it off to the world.
But the last thing you need is your TikTok ROAS to tank—your golden metric to reaching profitibility getting smashed because of your ad getting flagged, rejected, or ignored because of a technicality.
Here’s the truth: TikTok isn’t like every other platform.
They’re strict about ad quality, functionality, and user experience. But don’t let that intimidate you. Nailing TikTok’s ad guidelines doesn’t just mean approval—it means better performance, higher ROI, and building real trust with your audience.
This isn’t just about making your ad look good; it’s about making it work. Let’s break it all down and get you in the TikTok ad game the right way.
Landing Pages: First Impressions Are Everything
Your landing page is the final destination for your TikTok ad. If it’s clunky, outdated, or incomplete, you’re not just risking rejection—you’re losing potential customers. TikTok demands that landing pages meet high standards to ensure a smooth user experience.
What TikTok requires from landing pages:
- Must be fully functional across networks in your target market.
- Follow TikTok’s Ad Specifications for URL redirects.
If your page isn’t up to scratch, TikTok may penalize your ad with fewer impressions, higher costs, or outright rejection based on factors like machine reviews, human moderation, and user engagement signals.
What’s NOT allowed:
- Expired or under-construction pages.
- Pages cluttered with ads and little to no original content.
- Landing pages that aren’t optimized for mobile use.
- Pages requiring downloads or extra programs to access content.
- Pages that auto-download files.
- Using a Hashtag Challenge (HTC) page as a landing page.
Pro Tip: Your landing page should be fast, mobile-friendly, and visually cohesive with your ad. If there’s even a slight mismatch, TikTok will notice—and so will your audience.
E-Commerce Ads: Keep It Transparent
If you’re running a TikTok e-commerce ad, your landing page needs to cover all the details customers expect when making a purchase. TikTok won’t let you skate by without providing full transparency.
Your landing page MUST include:
- Contact details like a phone number, email address, or fax.
- Your business name and address.
- Prices displayed in local currency.
- Clear shipping, return, and refund policies.
- Terms and conditions.
- A privacy policy that complies with local laws.
TikTok’s rules vary by region, so it’s worth consulting your TikTok Sales Representative to ensure your ad complies with the specific requirements of your target market. If your ad is rejected due to missing info, TikTok will notify you and give you the chance to fix it.
Pro Tip: Customers are more likely to convert if your landing page answers all their questions up front. Clarity and trust go hand in hand.
Lead Ads: Protecting User Data
TikTok lead ads can be a powerful way to collect user information, but they come with strict rules to protect privacy and ensure compliance with data regulations.
- Privacy Policy Requirements:
- Your privacy policy must be clearly visible and easy to find.
- It must comply with local data protection regulations.
- Include a clickable link to your privacy policy page or display the full policy directly on your landing page.
- Restricted Data Collection:
TikTok forbids collecting certain sensitive information unless you’ve obtained written consent from their Sales Representatives.
Prohibited Data Collection Includes:
- Race, ethnicity, political opinions, or religious beliefs.
- Information about someone’s sex life or sexual orientation.
- Health-related details (e.g., medical history, disabilities, or treatments).
- Criminal records or government-issued IDs.
- Financial information like bank details, credit scores, or income.
- Network credentials such as usernames, passwords, or loyalty card numbers.
Pro Tip: Stay on the right side of TikTok by sticking to essential fields and keeping things simple. Too many fields? Your audience might bounce.
Consistency is Key: Align Your Ads and Landing Pages
If your ad says one thing and your landing page says another, that’s a red flag for TikTok—and your audience.
Examples of inconsistency TikTok won’t allow:
- Promoting Product A in your ad but displaying Product B on your landing page.
- Saying “Up to 50% off” in your caption but “Up to 30% off” on your landing page.
- Using a brand name in your ad that doesn’t match the one shown on your landing page.
Pro Tip: Every element of your ad—from video to text to CTA—needs to align seamlessly with what’s on the landing page.
Ad Quality Standards: Be Professional
TikTok users have high expectations. To meet them, your ads need to look polished, sound clear, and be dynamic enough to keep viewers engaged. Use a TikTok's ads creation platform for help or hire a TikTok agency.
Follow these ad quality rules:
-
Caption and Text:
- Avoid spelling or grammar mistakes.
- Don’t overuse symbols or punctuation for attention-grabbing purposes.
-
Visuals:
- Images must be clear, high-quality, and legible.
- No blurry visuals, incomplete text, or invalid buttons.
-
Videos:
- Stick to TikTok’s video duration limits (5-60 seconds).
- Use vertical (9:16), square (1:1), or horizontal (16:9) formats.
- Include clear, high-quality audio.
-
Dynamic Content:
- Static images shouldn’t dominate your video. Keep things moving to maintain interest.
Pro Tip: TikTok’s algorithm favors ads that feel authentic and polished. Aim for a balance between creativity and professionalism.
Language Matters: Speak Their Language
TikTok ads and landing pages must be in a language that’s appropriate for the target market. If you’re targeting multiple regions, make sure your ad content works for all of them.
Examples of Accepted Languages by Market:
- Australia: English
- Brazil: Portuguese
- Philippines: Filipino (Tagalog) or English
- South Korea: Korean or English
Pro Tip: Even if language requirements aren’t enforced in your market, using a localized approach makes your ads more relatable—and more effective.
Why TikTok’s Guidelines Are Worth It
TikTok’s ad rules might seem strict, but they’re designed to protect users and improve ad performance. By following these guidelines, you’re not just avoiding rejection—you’re building trust with your audience and maximizing the impact of every dollar you spend.
When your ad looks great, functions perfectly, and delivers a seamless user experience, you’re setting yourself up for success. Stick to TikTok’s playbook, and you’ll see why these rules aren’t just requirements—they’re a recipe for better ROI.
Ready to create ads that meet guidelines? Let’s get rolling.
* read the rest of the post and open up an offer
