TikTok commits to updating advert insurance policies to higher align with EU guidelines


Following discussions with the Fee and community of nationwide client safety (CPC) authorities, TikTok has agreed to implement rules round selling alcohol, cigarettes, and ‘get wealthy fast’ schemes.

TikTok can even enable customers to report undisclosed branded content material and flag adverts that trick kids into making purchases. 

New labels for paid adverts. The coverage will establish adverts with a brand new label, permitting customers to see instantly whether or not a publish is sponsored. Publishers can even have to modify on a toggle button after they’re publishing content material captioned with sure key phrases equivalent to #advert or #sponsored.

As well as, customers with greater than 10,000 followers can even have their movies reviewed to make sure they meet TikTok’s tips.  

The brand new commitments. In line with the European Fee, the primary commitments agreed to by TikTok are: 

  • Customers can now report ads and supply that might probably push or trick kids into buying items or providers.
  • Branded content material now abides by a coverage defending customers, which prohibits the promotion of inappropriate services, equivalent to alcohol, “get wealthy fast” schemes and cigarettes.
  • Customers are prompted to modify on a toggle after they publish content material captioned with particular brand-related key phrases equivalent to #advert or #sponsored.
  • If a person has greater than 10,000 followers, their movies are reviewed by TikTok towards its Branded Content material Coverage and Neighborhood Tips to make sure that the content material is suitable.
  • Insurance policies make clear how you can buy and use cash, and pop-up home windows will present the estimated value in native currencies. Shoppers are allowed to withdraw inside 14 days from the acquisition, and their buy historical past can be obtainable.
  • Insurance policies additionally make clear how you can get rewards from TikTok and how you can ship presents, for which customers will have the ability to simply calculate their value.
  • Paid ads in movies shall be recognized with a brand new label, which shall be examined for effectiveness by a 3rd get together.
  • Customers are in a position to report undisclosed branded content material, and new guidelines for hashtags and labels shall be carried out.

What the Fee says. “All social media platforms are required to play by the foundations and be sure that shoppers can simply establish business content material, together with when promoted by influencers. … Regardless of at present’s dedication, we’ll proceed to watch the state of affairs sooner or later, paying explicit consideration to the results on younger customers.”

A troubling historical past of challenges. In 2020, TikTok got here below sizzling water concerning its content material moderation course of and its publicity of younger customers within the app. Whereas there was no proof of wrongdoing by the app itself, a leaked doc in 2020 confirmed that TikTok moderators had been instructed to suppress content material that featured individuals who could have been seen as much less fascinating, as investigations have uncovered that TikTok depends on fairly younger girls, specifically. 

TikTok’s dedication. To be taught extra about TikTok’s dedication to EU guidelines, you possibly can learn the article right here.

Why we care. Creators want to make sure that they’re disclosing any related info concerning paid content material or else they might face penalties. And any rules geared toward cracking down on predatory social platforms that concentrate on kids, and average content material based mostly on inadequate insurance policies and practices that depart customers weak, are OK in our ebook. Hopefully, these new rules will assist make TikTok a safer place for youngsters, however we’ll see.

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About The Creator

Nicole Farley is an editor for Search Engine Land protecting all issues PPC. Along with being a Marine Corps veteran, she has an in depth background in digital advertising and marketing, an MBA and a penchant for true crime, podcasts, journey, and snacks.


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