Following discussions with the Fee and community of nationwide client safety (CPC) authorities, TikTok has agreed to implement laws round selling alcohol, cigarettes, and ‘get wealthy fast’ schemes.

TikTok can even enable customers to report undisclosed branded content material and flag advertisements that trick youngsters into making purchases. 

New labels for paid advertisements. The coverage will establish advertisements with a brand new label, permitting customers to see instantly whether or not a put up is sponsored. Publishers can even have to modify on a toggle button once they’re publishing content material captioned with sure key phrases akin to #advert or #sponsored.

As well as, customers with greater than 10,000 followers can even have their movies reviewed to make sure they meet TikTok’s pointers.  

The brand new commitments. In line with the European Commission, the primary commitments agreed to by TikTok are: 

  • Customers can now report commercials and supply that might probably push or trick youngsters into buying items or providers.
  • Branded content material now abides by a policy defending customers, which prohibits the promotion of inappropriate services, akin to alcohol, “get wealthy fast” schemes and cigarettes.
  • Customers are prompted to modify on a toggle once they publish content material captioned with particular brand-related key phrases akin to #advert or #sponsored.
  • If a person has greater than 10,000 followers, their movies are reviewed by TikTok towards its Branded Content material Coverage and Group Guidelines to make sure that the content material is suitable.
  • Insurance policies make clear buy and use cash, and pop-up home windows will present the estimated value in native currencies. Shoppers are allowed to withdraw inside 14 days from the acquisition, and their buy historical past can also be obtainable.
  • Insurance policies additionally make clear get rewards from TikTok and ship items, for which customers will have the ability to simply calculate their value.
  • Paid commercials in movies will probably be recognized with a brand new label, which will probably be examined for effectiveness by a 3rd celebration.
  • Customers are capable of report undisclosed branded content material, and new guidelines for hashtags and labels will probably be applied.

What the Fee says. “All social media platforms are required to play by the principles and guarantee that shoppers can simply establish industrial content material, together with when promoted by influencers. … Regardless of at the moment’s dedication, we are going to proceed to watch the state of affairs sooner or later, paying specific consideration to the consequences on younger customers.”

A troubling historical past of challenges. In 2020, TikTok got here underneath sizzling water concerning its content material moderation course of and its exposure of younger customers within the app. Whereas there was no proof of wrongdoing by the app itself, a leaked doc in 2020 confirmed that TikTok moderators had been instructed to suppress content material that featured individuals who could have been seen as much less fascinating, as investigations have uncovered that TikTok depends on fairly younger women, particularly. 

TikTok’s dedication. To study extra about TikTok’s dedication to EU guidelines, you’ll be able to learn the article here.

Why we care. Creators want to make sure that they’re disclosing any related data concerning paid content material or else they may face penalties. And any laws geared toward cracking down on predatory social platforms that concentrate on youngsters, and average content material primarily based on inadequate insurance policies and practices that depart customers susceptible, are OK in our guide. Hopefully, these new laws will assist make TikTok a safer place for kids, however we’ll see.


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About The Creator

Nicole Farley is an editor for Search Engine Land masking all issues PPC. Along with being a Marine Corps veteran, she has an intensive background in digital advertising and marketing, an MBA and a penchant for true crime, podcasts, journey, and snacks.