TikTok has recently made significant changes to its advertising policies, particularly in relation to ads targeted at teens. Advertisers are now restricted from utilizing personalized targeting and campaign selections when trying to reach teens in the U.S. Instead, they can only use broad targeting options such as location, language, and device-related information. This move aims to protect teen user data from being exploited by advertisers who may try to influence their behaviors. This change aligns TikTok with Meta’s policies, which have been in place for several years to safeguard young users from targeted advertising and the misuse of personal data.
Increased User Data Control
In addition to the ad targeting restrictions, TikTok is offering users more control over the ads they see based on their interests. Users can now choose to see more or fewer ads related to specific categories like “Outdoor Sports” or “Racing Games.” This customization of ad preferences allows users to tailor their ad experience on the platform. Furthermore, TikTok has introduced a feature called “Disconnect Advertisers,” which enables users to prevent specific advertisers from using their off-platform data to serve personalized ads. This additional control empowers users to manage their data privacy within the app.
TikTok has also implemented new disclosure requirements for ad partners using AI-generated content. Advertisers can now declare if an ad has been generated using AI through a self-disclosure toggle in the TikTok Ads Manager. Users will be able to identify AI-generated ads by an AIGC label placed on the ad. This transparency is crucial as TikTok explores the use of AI in advertising, including the creation of virtual influencers to promote products in the app. These AI avatars, popular in the Chinese market, must be clearly labeled to ensure that users understand they are interacting with digital personas, not real individuals. This move is part of TikTok’s strategy to drive shopping activity on the platform, following the success of AI influencers in other markets.
While TikTok’s new ad restrictions and data controls are intended to enhance user privacy and transparency, they also pose challenges for advertisers looking to engage with younger audiences. With around 25% of TikTok’s user base under the age of 20, marketers must adapt their strategies to comply with the new rules while still reaching their target demographic effectively. The introduction of AI disclosure requirements adds another layer of complexity to ad creation and targeting on the platform.
TikTok’s latest updates on ad restrictions and data controls mark a significant step towards promoting user privacy and transparency in advertising. By giving users more control over their ad preferences and requiring advertisers to disclose AI-generated content, TikTok is setting new standards for ethical advertising practices on social media platforms. As the platform continues to evolve, advertisers will need to stay agile and innovative in their approach to engaging TikTok’s diverse user base.
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