TikTok applied new restrictions on advertisements concentrating on teenagers and launched AI disclosure necessities for advertisers.
Why we care. These modifications intention to guard youthful customers and enhance total advert transparency, probably impacting how advertisers attain and interact with TikTok’s viewers.
Key modifications.
- U.S. advertisers can now solely goal teenagers utilizing broad choices like location, language and machine information.
- Customers acquire extra management over advert pursuits and off-TikTok information sharing.
- New AI-generated content material labels for advertisements.
The massive image. TikTok is aligning with business developments to guard person privateness and enhance transparency, following related strikes by platforms like Meta.
By the numbers. With about 25% of TikTok’s viewers beneath 20, these modifications might considerably impression promoting methods.
Between the strains. The restrictions on teen concentrating on might problem any manufacturers that rely closely on this demographic, forcing them to adapt their methods.
What to look at. How these modifications impression your promoting and whether or not they affect person belief and engagement on the platform.
What’s subsequent. Manufacturers might want to reassess their TikTok advertising and marketing methods, particularly these concentrating on youthful audiences or utilizing AI-generated content material.
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Concerning the writer
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and extra.
In 2008, Anu’s profession began with
delivering digital advertising and marketing campaigns (largely however not completely Paid Search) by constructing methods, maximising ROI, automating repetitive processes and bringing effectivity from each a part of advertising and marketing departments by way of inspiring management each on company, consumer and advertising and marketing tech aspect.
Exterior modifying Search Engine Land article she is the founding father of PPC networking occasion – PPC Stay, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She can be a global speaker with among the phases she has offered on being SMX (US), SMX (Munich), Pals of Search (Amsterdam), brightonSEO, The Advertising Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Stay, AdWorld Expertise (Bologna) and extra.
