TikTok Messaging Ads allow businesses to start conversations with customers directly from their ads. To provide a safe experience for users, TikTok requires advertisers to follow both its Community Guidelines and Advertising Policies. This guide explains the key policy requirements, common violations to avoid, possible enforcement actions, and how to appeal policy decisions.

When using TikTok Messaging Ads, you must ensure that both your advertisements and your conversations comply with TikTok's policies. This includes the content of your ad creatives, landing pages, and any messages exchanged with customers.

TikTok's Community Guidelines are designed to create a safe and welcoming environment for everyone on the platform.

When using TikTok Messaging Ads, your advertisements and conversations must not promote or encourage harmful behavior, including:

In addition to the Community Guidelines, TikTok Messaging Ads must comply with TikTok's Advertising Policies.

These policies cover two main areas:

For example, TikTok prohibits advertising certain industries such as political content and dangerous products or services. Advertising content that contains adult material or promotes dangerous activities is also not permitted.

Following these best practices can help reduce the likelihood of your ads or messaging campaigns being rejected.

The product, service, or brand promoted in your ad should match the content discussed during the messaging conversation.

For example:

Any claims made in your advertisement should remain consistent throughout the customer journey.

For example:

Avoid asking customers to share sensitive personal information during a messaging conversation or through any associated landing page.

Examples include:

Messages exchanged through TikTok Messaging Ads must not promote products or services that are prohibited under TikTok's Industry Entry Policy.

Do not use TikTok logos, branding, coupons, promotions, or other brand elements without authorization.

Messages should never impersonate TikTok or suggest an official partnership unless explicitly authorized by TikTok.

Violating TikTok's policies may result in one or more enforcement actions, including:

If you believe an enforcement action was applied incorrectly, you can submit an appeal.

If your Ad Group or advertisement is rejected, submit an appeal using TikTok's One Click Appeal process.

If your TikTok account is banned, your content is restricted, or your content becomes ineligible for the For You Feed (FYF), you can submit an appeal if you believe the decision was made in error.

You can also monitor the status of your appeal and any reports you have submitted from the Safety Center within the TikTok app.

TikTok Messaging Ads allow businesses to start conversations with customers directly from their advertisements. When using TikTok Messaging Ads, advertisers must ensure that their advertisements, landing pages, and customer conversations comply with TikTok's Community Guidelines and Advertising Policies.

TikTok defines, maintains, and enforces its Community Guidelines, Advertising Policies, and Messaging Ads policies. Wati provides the integration for TikTok Messaging Ads but does not determine, modify, or enforce TikTok's policies or any policy decisions.

Yes. If you use Wati or another Messaging Partner to manage message interactions, your use of that Messaging Partner is also subject to its own Terms and Policies.

TikTok Messaging Ads must not promote or encourage bullying or harassment, spam, hate speech, or any other content that violates TikTok's Community Guidelines. They must also comply with TikTok's Advertising Policies, including the Industry Entry Policy, which defines prohibited and restricted industries, products, and services.

Yes. Some regulated industries, including financial services, insurance, healthcare, and gambling, may be subject to additional licensing, regulatory, and market-specific requirements under TikTok's Advertising Policies. Depending on the industry and market, advertisers may also be required to restrict ads to audiences aged 18 years or older.

Keep your advertisement and messaging conversation consistent, ensure that prices, promotions, and other claims remain accurate throughout the customer journey, avoid requesting sensitive personal information, do not promote prohibited products or services, and do not misuse TikTok logos, branding, or other brand elements.

Do not ask customers to share sensitive personal information such as their date of birth, bank account details, credit card or debit card details, passwords or password recovery information, medical records, biometric information, or information about race, ethnicity, religion, sexual orientation, political views, or criminal history.

Violating TikTok's policies may result in advertisement rejection or delivery restrictions, restrictions on direct messaging, or suspension or permanent banning of a TikTok account for severe or repeated violations.

If you believe a policy decision was applied incorrectly, you can submit an appeal. Rejected Ad Groups and advertisements can be appealed using TikTok's One Click Appeal process. If your TikTok account is banned, your content is restricted, or your content becomes ineligible for the For You Feed (FYF), you can also submit an appeal. You can monitor the status of your appeal and any reports you have submitted from the Safety Center within the TikTok app.