No advertiser wants to invest time and effort into a creative ad only to have it rejected by TikTok. To avoid this hassle, you must understand TikTok’s ad review standards in advance. These standards are outlined in the TikTok Ads Review Checklist, which I will detail below.
General Information about the TikTok Ads Review Checklist
The TikTok Ad Review Checklist outlines the requirements for reviewing advertisements. The ad system will review your ads before they go live on the platform. This review process typically takes 24 hours and covers your submitted ad materials, copy, links, and more. Ensure your ads meet the platform’s standards and comply with its policies to avoid disapproval or account suspension.
When considering the TikTok Ad Review Checklist, focus on these four key elements:
- Landing Page
- Ad Materials and Copy
- Ad Consistency
- Ad Language
Use this checklist while setting up your ad campaign to ensure your landing page meets TikTok’s requirements.
Ad Review Checklist – Landing Page
- Contains Necessary and Valid Information
Financial Services and E-commerce Ads Landing Page
The landing page for financial services and e-commerce ads must prominently display accurate company information, including:
- Contact Information
- Company Name
- Privacy Policy
- Product Prices in Local Currency
- Business Terms
- Business License Information
Place this information in visible areas on every page of your standalone site, such as the navigation bar or footer, to ensure TikTok can access these pages and approve your ads. Generally, this information should be visible on every page of your website, as it is also crucial for real users.
If your landing page does not meet TikTok’s requirements, TikTok will notify the advertiser to complete this information.
Note: Depending on local regulations, advertisers in specific countries or regions may need to provide additional information. Please contact TikTok Ads Business Solutions in your area for more information.
- The website must be functional and mobile-friendly
Ad CTA (Call-to-Action) and Landing Page Requirements
The ad’s CTA button will direct the audience to your standalone site landing page. Therefore, the landing page must be functional (e.g., an online store must have shopping capabilities), which is the primary requirement. If the landing page has any of the following issues, your ad will be restricted or prohibited:
- The landing page is expired or under construction.
- The landing page content or information is incomplete.
Additionally, the landing page must be optimized for mobile devices. Since TikTok is a mobile app, the audience can only view the landing page on mobile devices, making mobile optimization crucial. Here are some tips for optimizing landing pages for mobile devices:
- Reduce load time to increase page opening speed.
- Ensure the CTA is prominent but not obtrusive.
- Include simple navigation.
- Avoid using too many images and videos.
Note: If the landing page is a TikTok product (e.g., TikTok Shop or TikTok Instant Experience) or a Google Play or App Store application store page, the above landing page requirements do not apply.
- Display of prohibited products is forbidden
Even if you are not advertising these products, you cannot display prohibited products on your website. For example, if you are advertising consumer electronics, but your website contains cigarette products, this is not allowed.
- Do not request sensitive information
Requesting Sensitive Information
The website’s target landing page must not require visitors to submit the following sensitive information:
- Personal Information: Social Security number, ID number, driver’s license number, online identification, etc.
- Health, Medical, or Biometric Information: Biometric data, medications, vital signs, treatment plans, diagnoses, blood type, DNA, etc.
- Financial and Insurance Information: Tax number, bank account details, net worth, credit card, or debit card information, etc.
Adhering to the TikTok Ad Review Checklist is crucial. Ensure your ads meet all criteria to avoid disapproval and enhance effectiveness. Stay informed and create impactful, compliant ads.
