New to TikTok Ads? No worries! Before diving into this article, be sure to check out our step-by-step guide on how to open your TikTok Ads account and start placing ads. Whether you’re just getting started or looking to sharpen your skills, this tutorial will help you set up your account and get your ads running smoothly. Click the button below to get started!
👉 TikTok Ads Tutorial 2025 for Beginners ⮕
Introduction
Picture this: You’ve spent hours creating the perfect TikTok ad—catchy music, flashy visuals, and a product you know will make people swipe up faster than you can say “viral.” You hit “submit,” excitement bubbling up. But then, BOOM—your ad is rejected. Why? Turns out, you missed one little rule in the fine print. Cue the drama.
It’s frustrating, right? All that work, is down the drain. But don’t worry—this is a journey we’re all familiar with, and the good news is: you’re not alone!
In this guide, we’ll walk you through the ins and outs of TikTok’s advertising policies—so you can dodge those pesky rejections and get your content into the hands (and eyes) of the right audience. Whether you’re a seasoned TikTok Shop seller or just starting your ad adventure, knowing the rules will save you time, effort, and a whole lot of headaches. Let’s break down the dos and don’ts of TikTok ads in a way that’s easy, fun, and—dare we say—entertaining.
Ready to avoid those rejection emails like a pro? Let’s dive in!
Why Do TikTok Ads Have Rules Anyway?
You might be thinking, “Why all these rules? TikTok is about creativity, fun, and viral moments—can’t I just go wild with my ads?” Well, as much as we’d love to see your wildest TikTok ad ideas come to life (seriously, who doesn’t love a good dancing cat with a pizza?), there’s a method to the madness. TikTok isn’t just a playground for creativity—it’s also a platform that needs to balance the interests of advertisers, creators, and users alike.
So, why do we need rules?
Imagine TikTok as a giant party. Everyone’s having a great time—there’s music, snacks, and maybe even a few questionable dance moves. But then, a person starts pushing that product. The one that’s way too loud, way too spammy, and totally ruins the vibe of the party. The fun comes to a screeching halt. Suddenly, no one wants to dance anymore, and the whole mood shifts.
That’s where the rules come in. TikTok’s ad policies exist to keep the party fun, fair, and, most importantly, safe for everyone. From preventing misleading ads to ensuring that only appropriate content gets pushed to your feed, these policies are there to maintain a positive user experience while still allowing advertisers like you to reach your audience.
Balance of Fun and Fairness
We know you want your ad to stand out and be memorable. But, just like you wouldn’t want someone crashing your birthday party with an inflatable dinosaur (unless you’re into that, of course), TikTok doesn’t want ads that’ll make people swipe away faster than you can say “For You Page.”
TikTok’s rules help keep the platform a safe space for all types of users, whether they’re watching dance challenges, getting lost in cute pet videos, or—you guessed it—shopping for the next must-have gadget. The goal? Make sure ads are fun, informative, and in line with the community standards. Keep your content creative, engaging, and respectful, and you’re good to go!
👉 TikTok Ads Tutorial 2025 for Beginners ⮕
Types of Ads Allowed on TikTok
Okay, let’s get down to the fun stuff! What kind of ads are TikTok actually cool with? After all, you don’t want to go through all the effort of creating an awesome ad only to have it rejected because it didn’t fit into the TikTok universe. But don’t worry, TikTok’s got a lot of room for creativity. You just need to make sure your ad fits within a few guidelines.
So, what is allowed on TikTok?
1. Product Promotions: The Staples of TikTok Ads
This one’s a no-brainer! TikTok loves ads that promote products—whether it’s a new skincare serum, a funky T-shirt, or the latest gadget your audience never knew they needed. If it’s a physical product, TikTok will usually give it the green light as long as you’re being honest and clear about what it is and how it works.
Example: Think about those ads for cool, innovative gadgets that people didn’t realize could exist—like the cup warmer that keeps your coffee at the perfect temp all day long (no more cold coffee, thank you). These kinds of ads are perfect for TikTok! As long as the claims are real, you’re good to go.
2. Brand Awareness Campaigns: Show Off Your Vibes
Want to let people know what your brand is all about? TikTok loves brand awareness ads. It’s not just about promoting a specific product, but about telling your brand’s story and vibe. Maybe your company’s mission is to spread positivity or provide eco-friendly alternatives to everyday items—TikTok’s platform is a great place to show that off.
Relatable Example: Think of it like a mini documentary. You know those “behind-the-scenes” videos of brands making something awesome—like how a sneaker company is using sustainable materials or how a clothing brand is all about empowering customers? TikTok is all about that authentic storytelling, so feel free to get creative.
3. Events and Promotions: Flash Sales, Pop-Up Shops, and More
Have a one-time sale or a special event coming up? This is where you can really grab attention. TikTok ads that highlight limited-time offers or exclusive sales work well because they create urgency—plus, who doesn’t love a good deal?
Example: “Only 48 hours left for 50% off!” You’ll find that type of ad on TikTok, and it catches the eyes of shoppers who love a bargain. But remember, your ad needs to be clear and truthful about the offer. If you’re promising a 50% off deal, don’t make your audience hunt for the discount code!
4. Influencer Collaborations: The Cool Kids Are in Town
While TikTok is a treasure chest for paid ads, there’s also a huge space for influencer collaborations. If you’re working with a TikTok creator to promote your product, the key is to make sure both your ad and the creator’s content follow the platform’s policies. Influencer-driven content can feel super authentic, which makes it more likely to go viral. But that doesn’t mean you can ignore the rules just because your favorite influencer is involved.
Pro Tip: If you’re planning to work with an influencer, make sure the content aligns with TikTok’s ad policies. Your influencer needs to stay authentic and avoid any false claims or overly aggressive sales tactics. TikTok users can spot a “forced” ad from a mile away, so let the collaboration feel natural!
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The Dos and Don’ts of TikTok Ads
Alright, now that we’ve covered what types of ads TikTok is cool with, let’s dive into the dos and don’ts. Think of this section as your ultimate guide to navigating the ad rules without stepping on any toes. You’ll learn how to keep your ads in the sweet spot where they’re both effective and compliant.
DO: Keep It Respectful – No One Likes a Party Pooper
TikTok is all about positivity. The platform thrives on creativity, inclusivity, and fun. So when it comes to your ads, you’ll want to make sure they align with these vibes. No hate speech, no discriminatory content, and definitely no offensive behavior. Just good, clean fun!
Example: If your ad is promoting a fashion brand, don’t get into controversial territory by making negative comments about body types or styles. Keep it inclusive, empowering, and fun!
DON’T: Mislead or Deceive – Keep It Real, Folks
It might sound tempting to exaggerate your product’s benefits to make it sound too good to be true, but TikTok isn’t having any of it. If you make a claim, make sure it’s something you can back up. No “miracle cures,” no “too good to be true” promises—people will see through that, and TikTok will definitely catch it.
Example: You wouldn’t want to advertise a “miracle weight loss supplement” that’s not proven, right? That’s a big no-no. Always keep it honest and make sure your claims are verifiable.
DO: Stay Away from Anything Illegal – The Legal Stuff Matters!
This one’s a no-brainer. TikTok’s not just about following fun trends—it’s about staying within the law. Whether it’s products, services, or anything else, make sure you’re not promoting anything illegal or prohibited in your country. If it’s banned in your location, it’s banned on TikTok.
Example: No promoting banned substances, counterfeit goods, or anything that violates intellectual property rights. TikTok takes violations seriously, and you don’t want to risk your ad account over something sketchy.
DON’T: Overwhelm Your Audience with Text – Keep It Clean, Keep It Simple
TikTok is all about visuals—quick, catchy, and memorable. So if you’re filling your ad with walls of text, chances are, you’re going to lose your audience before they even get the message. Keep your copy short, snappy, and to the point. Your visuals should do most of the talking.
Relatable Example: Imagine you’re scrolling through your feed, and an ad pops up with so much text that it feels like a novel. You’re not even sure what product is being sold, right? Keep it clean, keep it short, and make sure your message is crystal clear.
DO: Stay True to the TikTok Vibe – Be Creative, Be Fun
TikTok is all about creativity, fun, and engagement. So, your ad should feel like it belongs on the platform. It’s not about flashy sales pitches or stuffy corporate vibes—it’s about being authentic and engaging. Keep things fresh, fun, and relevant to TikTok’s energetic, dynamic user base.
Example: Think about the most memorable TikTok ads you’ve seen—chances are, they’re creative, fun, and maybe even a little cheeky. Whether it’s a dance challenge, a funny meme, or a relatable skit, those types of ads are more likely to resonate with users.
DON’T: Be Too Pushy – We’re Not Here for the Hard Sell
No one likes feeling like they’re being sold to, especially not on TikTok. Sure, you want to make a sale, but your ad should feel more like a conversation than a hard sell. TikTok users are there to enjoy content, so blend in by making your ad feel organic and non-intrusive.
Humor: Imagine walking into a party and the first thing someone does is try to sell you something. You’d probably back out of that conversation pretty quickly, right? TikTok is kind of like that party—keep your ad light and fun, not in-your-face.
Bonus Tip: If you’re unsure whether your ad fits the bill, try to look at it through a user’s perspective. Would you enjoy watching this ad? Does it add value to the TikTok experience? If it doesn’t, it’s time to rethink your approach.
👉 TikTok Ads Tutorial 2025 for Beginners ⮕
Content Restrictions: What’s Off-Limits?
Now, let’s get into the nitty-gritty of the stuff TikTok definitely doesn’t want to see in its ads. While TikTok is a platform that celebrates creativity and freedom, there are still some hard lines you just can’t cross. This section will help you navigate the content restrictions so you don’t end up in hot water (or worse—get your account suspended!).
1. Sensitive Content – Keep It Light and Respectful
TikTok is a fun, positive space where everyone should feel comfortable, so content that could trigger, harm, or upset users is strictly off-limits. This includes:
- Violence or Threats: No graphic violence or anything that promotes harm. TikTok wants to keep things light, fun, and uplifting.
- Hate Speech & Discrimination: Anything that could be considered hate speech or promotes discrimination based on race, gender, sexuality, religion, etc., will immediately be flagged.
- Adult Content: While TikTok is a social platform that embraces creativity, explicit or adult content has no place here. That includes ads for adult products, explicit language, or anything deemed inappropriate for a wide audience.
Example: Let’s say you’re promoting a fitness program, but the ad includes violent imagery or offensive language. TikTok is not going to approve that. Keep the tone uplifting, friendly, and inclusive.
2. Alcohol, Tobacco, and Drugs – Keep It Clean, Folks
If you’re in the business of selling alcohol, tobacco, or anything related to recreational drugs, hold up. TikTok has a pretty strict policy on ads involving these substances. While some alcohol-related ads might be allowed in certain regions (where legal), the content must be targeted responsibly and comply with local laws.
What’s not allowed:
- Tobacco and E-cigarettes: Ads for smoking products are a big no-no. No vape, no tobacco, no smokeless alternatives.
- Recreational Drugs: Don’t even think about promoting marijuana, CBD products, or anything related to drugs (even if they’re legal in certain places).
Example: Imagine you’re selling a cool new vape flavor—unfortunately, TikTok’s not going to let that fly. Even if it’s “the coolest” flavor out there, it doesn’t meet TikTok’s content standards.
3. Health-Related Products – No Miracle Cures, Please
As much as we’d all love a magic pill to cure anything, health-related ads need to tread carefully. TikTok is not here for “miracle” weight loss supplements, unproven skincare treatments, or anything that makes a wild health claim without scientific backing. If your product doesn’t have solid evidence to back it up, it’s best to steer clear of making bold claims.
What’s not allowed?
- Claims that your product can cure, prevent, or treat serious health conditions.
- “Miracle cures” that can’t be supported with valid scientific research or testimonials from trusted sources.
Relatable Example: Imagine you’re selling a vitamin supplement with the claim “Lose 10 pounds in a week with no exercise!” Sorry, that’s too good to be true and won’t fly with TikTok’s policies. Be honest and realistic with health-related products.
4. Counterfeit Goods and Intellectual Property Violations – Don’t Copy, Create!
TikTok takes intellectual property rights very seriously. That means no ads promoting counterfeit goods, pirated content, or anything that infringes on someone else’s trademarks or copyrights. If you’re selling a knock-off brand (you know, that “luxury watch” that costs $20), it’s not going to pass TikTok’s policies.
What’s not allowed?
- Counterfeit products or any goods that violate intellectual property.
- Misleading ads that falsely represent the quality or origin of a product.
Example: Imagine you’re trying to sell a designer handbag that looks strikingly similar to a high-end brand, but it’s a cheap knock-off. TikTok will flag that ad faster than you can say “designer dupe.”
How to Stay Compliant – Tips for a Smooth Ride
Alright, now that we’ve covered what TikTok won’t let you get away with, let’s talk about how you can make sure your ads stay within the rules without breaking a sweat. After all, you want your ads to be successful, and there’s nothing more frustrating than having your carefully crafted content get rejected because of a small rule you missed.
Here are some tips to keep you cruising down the TikTok ad highway without any roadblocks:
1. Review TikTok’s Ad Policies Regularly – Don’t Get Caught Off Guard!
Just like your favorite TikTok dances (hello, #ForYouPage), TikTok’s advertising policies evolve over time. New rules, updates, and guidelines pop up every now and then. Make it a habit to check out the latest policies from TikTok’s official page. This will help you stay ahead of the curve and avoid any unpleasant surprises down the road.
Pro Tip: Bookmark the TikTok Ads help center or sign up for updates. You’d be surprised how quickly things can change, especially when new features or ad formats roll out.
2. Be Transparent and Honest – No “Smoke and Mirrors”
Honesty is the best policy, especially when it comes to your ad content. If you’re promoting a product or service, make sure your ad clearly explains what it is and how it works. Avoid exaggerating features or benefits just to get people to click. TikTok users are sharp—they’ll spot a misleading ad faster than a viral trend!
Example: If you’re selling a fitness program, don’t claim that users will get “six-pack abs in one week” without effort. Keep it real with expectations. People appreciate transparency and are more likely to engage with your ad if they trust you.
3. Target Your Audience Carefully – Know Who You’re Talking To
TikTok’s ad targeting features are pretty robust, which means you can narrow down who sees your ad based on factors like age, interests, and location. Use this to your advantage! If your product or service is only relevant to a specific group, make sure you’re not wasting impressions on the wrong audience.
Example: Let’s say you’re promoting a kids’ toy. It’s probably not going to be effective if you’re targeting 45-year-olds who are into finance. Make sure your targeting is spot-on so your ad gets to the right people!
4. Use Proper Ad Formats – Don’t Get Too Creative with the Technical Stuff
TikTok offers several different ad formats, each with its own rules for optimal performance. Whether you’re using In-Feed Ads, Branded Hashtag Challenges, or TopView Ads, make sure your creative fits the format.
Example: If you’re running an In-Feed ad, remember that it should blend seamlessly with user-generated content. Avoid making it feel like a traditional banner ad—keep it short, punchy, and visually engaging. The key is to make your ad feel like part of the TikTok experience, not like an interruption.
5. Avoid Content That Triggers TikTok’s Spam Filters – Stay Human!
TikTok’s algorithm is pretty good at sniffing out spammy content. So, avoid using overly repetitive hashtags, deceptive tactics like clickbait, or excessive tagging in your ad’s copy or description. Keep things natural—like how you’d talk to your best friend in a conversation.
Example: Don’t try to game the system by stuffing your description with hashtags like “#BuyNow #ClickThis #BestDeal #1000%Off” in hopes of getting more attention. TikTok wants your content to feel authentic, not like a scammy infomercial.
6. Test and Optimize – Learn from the Feedback!
Even if you follow all the rules, it’s still important to test different versions of your ads. TikTok’s audience is dynamic, so you’ll want to experiment with different creative elements to see what resonates best. Whether it’s trying new music, adjusting your call-to-action, or tweaking your visuals, testing helps you optimize your ad performance and stay on top of what’s working.
Pro Tip: Use TikTok’s analytics tools to track how your ad is performing. Look at metrics like click-through rate (CTR), engagement, and conversions to understand what’s working and what isn’t.
7. Be Aware of Local Laws – Global but Local at the Same Time
If you’re running ads in different regions, remember that TikTok’s ad rules can vary based on local laws and regulations. For example, alcohol-related ads might be allowed in some countries but restricted in others. Make sure you’re familiar with the advertising standards in each location you’re targeting.
Example: If you’re promoting a product internationally, make sure you’re familiar with local advertising laws in the markets you’re targeting. One country might allow certain claims, while another may not. It’s essential to be aware of these differences to stay compliant.
And there you have it, folks! TikTok advertising doesn’t have to be a maze of confusion. With the right knowledge and mindset, you can create ads that not only follow the rules but also stand out and capture the hearts (and wallets) of your audience. So go ahead—get creative, have fun, and watch your TikTok ads soar!
👉 TikTok Ads Tutorial 2025 for Beginners ⮕
FAQs – Your TikTok Advertising Questions, Answered
We’ve covered a lot of ground in this guide, but we know there are always a few lingering questions floating around. So, to make sure you’re fully equipped to conquer TikTok ads like a pro, we’ve rounded up some of the most common questions (and their answers) from fellow advertisers. Let’s dive into some TikTok advertising FAQs!
1. How can I ensure my TikTok ads get approved?
Great question! To ensure your ad gets approved, make sure it aligns with TikTok’s advertising policies. Be transparent about your product, avoid making exaggerated claims, and make sure your content is respectful and non-offensive. Also, double-check that you’re using the correct ad format and targeting the right audience. Regularly reviewing the TikTok Ads Help Center and staying up-to-date with any policy changes can help you avoid any nasty surprises.
Quick Tip: If your ad gets rejected, TikTok usually provides a reason. Use that feedback to make adjustments before submitting it again.
2. What kind of content does TikTok prioritize for ads?
TikTok loves content that is creative, authentic, and engaging. This means ads that feel native to the platform (like organic TikTok videos), are visually appealing, and don’t feel too “sales-y” are more likely to succeed. Think catchy music, fun challenges, and quirky visuals. The goal is to blend seamlessly with the user experience without disrupting the fun vibe TikTok is known for.
Example: If you’re selling a new gadget, don’t just throw up a product shot. Show someone using it in a fun and relatable way—maybe they’re solving a problem or doing something funny with it.
3. Can I run ads for my local business on TikTok?
Absolutely! TikTok Ads are not just for global brands; local businesses can thrive here too. Just make sure your ad targets the right geographic region, and tailor your content to appeal to the local audience. For example, if you’re running a bakery in Chicago, you can target people within a certain radius of your shop and promote your best-selling treats.
Pro Tip: Don’t forget to include location-based hashtags or references in your video so that local users feel like the ad was made just for them!
4. How do I know if my TikTok ads are performing well?
TikTok’s ad platform provides detailed analytics that can help you track your ad’s performance. Look for key metrics like click-through rates (CTR), engagement (likes, shares, comments), and conversion rates. If your ad is performing well, these numbers should be rising. But don’t panic if you don’t hit it out of the park on your first try—use these insights to adjust and improve over time.
Pro Tip: TikTok also gives you insights on your audience demographics—age, gender, and location—so you can optimize your targeting strategy for better results.
5. How much do TikTok ads cost?
The cost of TikTok ads varies depending on several factors, including your target audience, the ad format, and how competitive the space is. On average, TikTok Ads start at around $10 per CPM (Cost Per 1,000 Impressions), but this can go up or down depending on your bidding strategy. Be prepared to test different budget amounts to find what works best for you.
Budget Tip: Start small with your budget to test different ads and see what resonates with your audience. Once you find something that works, scale up the budget for greater reach.
6. Can I advertise products that have been banned on TikTok?
Unfortunately, no. If your product violates TikTok’s advertising policies (like prohibited content such as tobacco, illegal products, or counterfeit goods), you won’t be able to run ads for it on TikTok. It’s essential to be familiar with TikTok’s guidelines before launching ads to ensure your product complies.
Pro Tip: If you’re unsure whether your product is compliant, review TikTok’s Prohibited Content section or reach out to TikTok support for clarification before submitting your ad.
7. How can I make my ad stand out among others on TikTok?
TikTok is a creative playground, so standing out requires thinking outside the box. Here are a few ideas to make your ads pop:
- Be relatable: Show how your product solves a problem or enhances daily life. The more relatable, the more likely it is to be shared.
- Leverage trends: Keep an eye on trending challenges or sounds and create ads that tap into those trends. If you can tie your product to something that’s already trending, it’ll grab more attention.
- Use user-generated content: Let your audience do the talking! If your customers or followers are sharing content about your product, repurpose it for your ads. People trust their peers more than brands, so user-generated content can boost your credibility.
Fun Tip: Use TikTok’s special effects and filters to make your ads more engaging and entertaining. Creativity is TikTok’s bread and butter!
8. Can I run ads for TikTok Shop products?
Yes, you absolutely can! TikTok’s ads are a great way to promote products listed in your TikTok Shop. Whether you’re using In-Feed Ads, Branded Hashtag Challenges, or other formats, TikTok’s ad platform integrates smoothly with TikTok Shop, allowing you to drive traffic directly to your store and boost sales.
Pro Tip: Don’t forget to include a clear call-to-action (CTA) like “Shop Now” or “Visit My Store” in your TikTok ads to guide viewers to your products.
