Introduction
TikTok has introduced significant updates to its advertising policies in the U.S. and Canada. These changes include new restrictions on ads targeted at teens and enhanced AI disclosure requirements. The goal is to improve transparency and data control, creating a safer environment for all users across North America.
Major Changes to Teen Ad Targeting
TikTok’s latest update brings substantial changes to how advertisers can reach teens in the U.S. and Canada. Advertisers can no longer use personalized targeting and campaign selections for users under 20. Instead, they can only use broad targeting options such as location, language, and device-related information. According to TikTok:
“Advertisers will now only be able to reach teens using a few broad targeting options, such as location, language, and device-related information.”
This move protects teen user data from being exploited by advertisers. It aligns TikTok with other platforms like Meta, which implemented similar measures years ago. Considering that around 25% of TikTok’s audience is under 20, this change could significantly impact how brands approach teen marketing on the platform.
Personalized targeting uses data such as browsing history, app usage, and social media activity. Concerns about privacy and the potential influence on young minds have prompted these changes. TikTok’s approach ensures that advertisers cannot use detailed personal data to target teens, protecting their privacy and promoting a healthier online environment.
Enhanced Data Control for Users
TikTok is also giving users in the U.S. and Canada more control over their ad experience. Users can now adjust their ad preferences, allowing them to see more or fewer ads related to specific interests, such as “Outdoor Sports” or “Racing Games.” This ensures a more tailored and relevant ad experience.
Additionally, TikTok has introduced a “Disconnect Advertisers” feature. This allows users to prevent specific advertisers from using off-TikTok data for personalized ads. This feature gives users more control over their personal data and its use in advertising.
The “Clear My Activity” feature is another valuable addition. It allows users to disconnect any off-TikTok activity data shared by ad partners from their account. This means users can manage and clear data used for targeted advertising, enhancing their privacy and control over their digital footprint.
These features enhance user autonomy and privacy. By giving users the ability to control their ad preferences and disconnect from specific advertisers, TikTok promotes a user-centric approach to advertising.
New AI Disclosure Requirements
With the growing use of AI in advertising, TikTok has implemented new disclosure requirements for AI-generated content. Advertisers can now use a self-disclosure toggle in the TikTok Ads Manager to declare an ad as AI-generated. These ads will feature an AIGC (AI-Generated Content) label, ensuring users are aware they are interacting with AI content.
This is particularly relevant as TikTok plans to introduce AI avatars and virtual influencers to the platform. Following their success in the Chinese market, these digital personas will need clear labeling to distinguish them from real individuals. This move ensures users know when they are engaging with a digital persona rather than a real person. It is crucial for maintaining trust and authenticity on the platform.
The use of AI in advertising can enhance creativity and efficiency. However, it also raises questions about authenticity and transparency. By labeling AI-generated content, TikTok addresses these concerns, providing users with clear information about the nature of the ads they view.
Implementation and Impact
These updates to TikTok’s data control and ad restrictions went into effect on July 1st. As TikTok continues to evolve its advertising policies, these changes show a commitment to protecting younger users and ensuring transparency in AI-generated content. Marketers in the U.S. and Canada will need to adapt their strategies to comply with the new guidelines while maintaining effective engagement with their target audiences.
By staying informed about TikTok’s latest advertising updates, marketers can ensure their campaigns align with the new requirements. This maximizes their success on the platform. These changes not only enhance user privacy and transparency but also provide a clearer framework for ethical advertising practices on TikTok.
TikTok’s proactive measures in refining its ad policies reflect its dedication to user privacy and ethical advertising. As the digital landscape evolves, such steps are crucial in maintaining user trust and fostering a secure online environment.
Explore more about these changes here. If you’re considering implementing TikTok ads for your business be sure to contact us today!
