TikTok rolls out major Ads changes to meet EU regulations

Targeted advertising capabilities are being significantly reduced, while ads that violate its policies will be removed globally.

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TikTok is making major changes to its ad products to ensure it meets EU regulations.

The platform plans to significantly reduce targeted advertising capabilities, while ads that violate its rules will face removals or bans.

TikTok will also provide users with additional reporting options and alert creators about its content moderation decisions.

These changes are all meant to bring TikTok into compliance with the Digital Services Act by Aug. 28.

Why we care. TikTok users will soon be able to report advertising if they consider it “illegal.” So if you advertise on TikTok, understand and adhere to TikTok’s Community Guidelines and Terms of Service to avoid reach restrictions or content removals.

Updates. TikTok announced the following changes:

  • Additional reporting: TikTok’s EU users can now report ads they believe are illegal. The platform is rolling out new features to simplify this process, including introducing complaint categories such as hate speech, harassment and financial crimes.
  • Global bans: If content is found to break TikTok’s Community Guidelines, it will be removed from the platform globally. Content that doesn’t break its guidelines, but violates the law, will be taken down in that country only.
  • Ban on targeted ads for teens: Teenagers in Europe aged 13-17 will no longer see personalized advertising based on their activities, whether on or off TikTok.
  • Option to turn off personalization: When personalization is turned off by users in the EU, the ‘For You’ and ‘LIVE’ feeds will show popular videos from where they live and around the world – as opposed to content based on personal interests. Similarly, when using non-personalized search, they will see results made up of popular content from their region and in their preferred language.
  • More transparency: TikTok is planning to share more detail about its content moderation decisions with creators, including whether AI decided the action taken.

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What has TikTok said? TikTok confirmed the updates via a blog announcement:

  • “The European Union has set a clear vision for platform regulation with the Digital Services Act (DSA). Following our updates in July about our Research API and Commercial Content Library, we are providing more information about the work that we are doing to meet our obligations under the Act by the August 28 deadline.”
  • “Our mission is to inspire creativity and bring joy. We know that ensuring the safety, privacy, and security of our European community is critical to achieving that goal.”
  • “We will continue to not only meet our regulatory obligations, but also strive to set new standards through innovative solutions and by working with our industry partners, regulators, lawmakers, and civil society.”

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About the author

Nicola Agius
Nicola Agius was Paid Media Editor of Search Engine Land from 2023-2024. She covered paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company's editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.

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