In an effort to bring greater transparency, safety, and accountability to our creators, users and advertisers, TikTok will be launching updated branded content requirements aimed at regulating branded content disclosure. As a reminder, branded content on TikTok is defined as content that promotes a third party brand, its products or services in exchange for payment or any other incentive.
Branded content on TikTok must always be disclosed according to TikTok's Branded Content Policy. As part of these updated branded content requirements, creators will receive an in-app notification for any suspected branded content that is not properly disclosed. Any branded content that is not properly disclosed may be restricted or removed.
Turning on the content disclosure setting and labelling your post as a 'Paid partnership' will not affect its distribution. It will not affect the way our system recommends content to TikTok users.
Creators will receive an in-app notification for suspected branded content that is not properly disclosed.
What are the benefits to turning on the Content disclosure setting?
Transparency: Requiring branded content disclosure helps create a more transparent ecosystem for creators, brands and users.
Safety: Protecting users from misinformation, misrepresentation, and false advertising is a top priority for TikTok.
Accountability: Standardizing disclosure on TikTok helps create a fair branded content ecosystem that focuses on TikTok's effort to drive greater accountability among creators, advertisers, and viewers.
Will using the Content disclosure setting impact video performance?
No. In fact, we ran a study comparing nearly 2 million TikTok videos with and without proper branded content disclosure and there was no performance difference.1
1 2023 TikTok Marketing Science. Tested in Indonesia and Pakistan
What does this mean for advertisers?
It's simple; when you work with creators on any branded content collaboration, remind them that it's required to turn on the Content disclosure setting and check 'Branded Content' when uploading their sponsored video. TikTok's Content disclosure settings are an in-app feature that enables creators to easily disclose advertising content. When selecting “Branded content" under these settings, the 'Paid Partnership' label will then be displayed on the creator's video.
This article has also been translated to Bahasa (Indonesian). Click here to read the translated Bahasa (Indo) version.
If you are a brand or agency based in Indonesia, reach out to your TikTok Sales Account Manager if you have questions regarding this new update on branded content requirements.