TikTok tightens teen advert focusing on and boosts AI transparency


TikTok applied new restrictions on adverts focusing on teenagers and launched AI disclosure necessities for advertisers.

Why we care. These adjustments goal to guard youthful customers and enhance total advert transparency, doubtlessly impacting how advertisers attain and interact with TikTok’s viewers.

Key adjustments.

  • U.S. advertisers can now solely goal teenagers utilizing broad choices like location, language and gadget data.
  • Customers acquire extra management over advert pursuits and off-TikTok information sharing.
  • New AI-generated content material labels for adverts.
Screenshot 2024 07 08 At 17.30.06Screenshot 2024 07 08 At 17.30.06

The massive image. TikTok is aligning with trade tendencies to guard person privateness and enhance transparency, following comparable strikes by platforms like Meta.

By the numbers. With about 25% of TikTok’s viewers beneath 20, these adjustments may considerably impression promoting methods.

Between the strains. The restrictions on teen focusing on may problem any manufacturers that rely closely on this demographic, forcing them to adapt their methods.

What to look at. How these adjustments impression your promoting and whether or not they affect person belief and engagement on the platform.

What’s subsequent. Manufacturers might want to reassess their TikTok advertising methods, particularly these focusing on youthful audiences or utilizing AI-generated content material.

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In regards to the writer

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.

In 2008, Anu’s profession began with

 delivering digital advertising campaigns (largely however not solely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising departments by means of inspiring management each on company, shopper and advertising tech aspect.


Outdoors modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Dwell, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She can also be a world speaker with a few of the phases she has offered on being SMX (US), SMX (Munich), Mates of Search (Amsterdam), brightonSEO, The Advertising and marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Dwell, AdWorld Expertise (Bologna) and extra.