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TikTok commits to updating ad policies to better align with EU rules


Following discussions with the Commission and community of nationwide client safety (CPC) authorities, TikTook has agreed to implement rules round selling alcohol, cigarettes, and ‘get rich quick’ schemes.

TikTook may also 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 put up is sponsored. Publishers may also have to modify on a toggle button once they’re publishing content material captioned with sure key phrases akin to #advert or #sponsored.

In addition, customers with greater than 10,000 followers may also have their movies reviewed to make sure they meet TikTook’s pointers.  

The new commitments. According to the European Commission, the principle commitments agreed to by TikTook are: 

  • Users can now report ads and supply that would doubtlessly push or trick kids into buying items or companies.
  • Branded content material now abides by a policy defending customers, which prohibits the promotion of inappropriate services, akin to alcohol, “get rich quick” schemes and cigarettes.
  • Users are prompted to modify on a toggle once they publish content material captioned with particular brand-related key phrases akin to #advert or #sponsored.
  • If a consumer has greater than 10,000 followers, their movies are reviewed by TikTook towards its Branded Content Policy and Community Guidelines to make sure that the content material is suitable.
  • Policies make clear learn how to buy and use cash, and pop-up home windows will present the estimated worth in native currencies. Consumers are allowed to withdraw inside 14 days from the acquisition, and their buy historical past can be obtainable.
  • Policies additionally make clear learn how to get rewards from TikTook and learn how to ship items, for which customers will be capable of simply calculate their worth.
  • Paid ads in movies will likely be recognized with a brand new label, which will likely be examined for effectiveness by a 3rd social gathering.
  • Users are in a position to report undisclosed branded content material, and new guidelines for hashtags and labels will likely be carried out.

What the Commission says. “All social media platforms are required to play by the rules and make sure that consumers can easily identify commercial content, including when promoted by influencers. … Despite today’s commitment, we will continue to monitor the situation in the future, paying particular attention to the effects on young users.”

A troubling historical past of challenges. In 2020, TikTook got here below scorching water relating to its content material moderation course of and its exposure of younger customers within the app. While there was no proof of wrongdoing by the app itself, a leaked doc in 2020 confirmed that TikTook 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 TikTook depends on fairly younger women, specifically. 

TikTook’s dedication. To study extra about TikTook’s dedication to EU guidelines, you may learn the article here.

Why we care. Creators want to make sure that they’re disclosing any related data relating to paid content material or else they may face penalties. And any rules aimed toward cracking down on predatory social platforms that focus on kids, and average content material primarily based on inadequate insurance policies and practices that go away customers susceptible, are OK in our ebook. Hopefully, these new rules will assist make TikTook a safer place for kids, however we’ll see.


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About The Author

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



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