METAP TikTok Ads: Key policies every advertiser must know

In the fast-paced world of TikTok advertising, leveraging top trends can deliver incredible engagement and sales. However, one misstep in creative or landing page content can result in ad rejection under METAP’s ad policies. To succeed, advertisers must fully understand the rules that govern content approval. This guide dives deep into the most notable ad policies, why ads get rejected, and how to stay compliant while maximizing campaign performance.

1. Four TikTok ad guidelines you must follow to prevent rejection

TikTok has rapidly become one of the most powerful advertising platforms, particularly for e-commerce, beauty, fashion, and lifestyle brands. With millions of daily active users and sophisticated recommendation algorithms, TikTok provides unparalleled opportunities for brand exposure.

However, with these opportunities comes strict oversight. TikTok enforces METAP (Meta Advertising Policies) to ensure that content is safe, trustworthy, and engaging. Ads that violate these policies risk:

• Rejection or disapproval, delaying campaign launches.

• Account penalties or suspension for repeated violations.

• Reduced ad performance due to lower trust signals.

Learn about common mistakes advertisers in the METAP region often make to maintain compliance, reduce ad rejection rates, and build campaigns that resonate with TikTok’s audience

Adult & Sexual Content

One of the most common reasons for ad rejection on TikTok is adult or sexually suggestive content. TikTok’s audience spans all ages, and the platform is committed to safe and appropriate experiences.

What is prohibited?

Ads and landing pages must not portray sexually suggestive elements, including:

• Moaning or groaning.

• Using objects to reference intimate body parts.

• Fetishes or kinks.

Even content that implies sexual themes indirectly can result in rejection. Advertisers should review visuals, audio, and text to ensure they are suitable for a general audience.

Example:

An ad for lingerie featuring suggestive poses or background moaning sounds is likely to be disapproved. On the other hand, promoting lingerie as part of a fashion or comfort-focused campaign with neutral imagery is generally acceptable.

Weight loss claims

Another major area of concern is weight loss claims. TikTok strictly prohibits ads that guarantee weight loss without effort. This includes both creative and landing page content.

Ads must not promote products suggesting instant or guaranteed weight loss. Examples include:

• Fat loss creams.

• Weight loss supplements.

• Detox teas.

Why TikTok Restricts These Ads: Unrealistic weight loss claims are misleading and potentially harmful. TikTok aims to protect its users from content that exploits insecurities or makes impossible promises.

Advertisers can still promote health and wellness products by:

• Emphasizing healthy lifestyle improvements rather than rapid weight loss.

• Showcasing educational content, such as exercise tutorials or nutrition tips.

• Avoiding statements like “Lose 10 pounds overnight!”

• Ensure your video ads follow TikTok best practices for creatives to avoid content violations.

By reframing messaging around wellness and realistic results, brands can remain compliant while engaging users.

Performance promise and claim accuracy

All claims in TikTok ads must be responsible, truthful, and realistic. Misleading promises often lead to ad rejection.

Examples of Prohibited Claims:

• “Earn money in just 10 seconds!”

• “Lose weight without dieting or exercise!”

Key Guidelines

• Ensure all performance claims are verifiable and substantiated.

• Avoid exaggerations that may be perceived as scams or misleading.

• Provide evidence for claims when possible, such as customer testimonials or scientific studies.

If your product claims a certain outcome, include supporting proof or context on the landing page. For example, instead of claiming instant weight loss, you can highlight user progress over several weeks, backed by photos or testimonials.

Intellectual property infringement

TikTok takes copyright and intellectual property rights seriously. Ads using unauthorized content are frequently rejected.

Common Violations Include:

• Logos or watermarks belonging to other brands.

• Music or sound clips without proper licensing.

• Images, video clips, or other media owned by third parties.

How to Avoid Infringement

• Use licensed or original content exclusively.

• Obtain explicit permission from copyright holders if using third-party materials.

• Double-check assets for any hidden copyrighted elements, such as watermarks.

Example:

Using a trending TikTok music track without the proper rights may get your ad rejected. Alternatively, use TikTok’s music library, which is pre-cleared for advertising use.

2. Case studies of restricted products

Even products outside prohibited industries can face restrictions if ad creatives or landing pages make inappropriate claims.

Examples:

• Non-healthcare products with medical claims: A cosmetic product claiming to cure acne may be flagged.

• Products implying weight loss effects: A tea advertised as “melt fat fast” will likely be rejected.

Always review:

• Creative content: Are any claims exaggerated or unrealistic?

• Landing pages: Do descriptions or visuals imply prohibited benefits?

• Supporting evidence: Are claims verifiable and truthful?

By auditing both creative and landing page content, advertisers can avoid unnecessary restrictions.

3. Best practices for TikTok advertisers

Following these tips helps maximize ad approval rates and campaign performance:

Keep content age-appropriate

• Avoid adult or sexual content entirely.

• Focus on entertainment, education, and lifestyle messaging.

Make realistic claims

• Avoid promises of instant results, especially in weight loss or financial gain.

• Provide evidence-based claims with credible sources.

Respect intellectual property

• Use original content or properly licensed assets.

• Avoid using competitor logos or copyrighted music without permission.

Audit landing pages

• Ensure landing pages mirror ad content and comply with policies.

• Remove any misleading or exaggerated claims.

Test before launch

• Run internal compliance checks to ensure alignment with TikTok Ad Policies for METAP

• Seek feedback from team members or external reviewers to ensure clarity and appropriateness.

  
  

TikTok offers enormous potential for advertisers, but METAP ad policies are strict for a reason: to maintain a safe, credible, and engaging platform. Understanding adult content restrictions, weight loss claims, performance promises, and intellectual property rules is critical for any brand running campaigns.

The key takeaway is simple: focus on truthful, responsible, and safe messaging, and always audit your creatives and landing pages before launch. Staying compliant not only avoids rejection but also enhances your brand reputation, engagement, and ROI on TikTok.

If you’re a new advertiser or facing challenges ensuring your campaigns comply with TikTok policies, Ecomdy is here to help. As an official TikTok agency with an experienced team, Ecomdy supports advertisers by reviewing campaigns for full policy compliance and directly submitting appeals to TikTok when account issues occur. Contact Ecomdy to ensure your campaigns stay compliant and run smoothly on TikTok.