Enhancing privacy and control: new ad experience and tools for TikTok users and advertisers

As part of our continued focus on user privacy and advertiser accountability, we are introducing several new features and updates, including a modification to our ad targeting products for advertisers in the United States who aim to reach users aged 13 to 17, as well as a series of changes aimed at providing both advertisers and our community enhanced transparency and control over data.

For Users

Updated ads experience for teens in the U.S.: Starting June 30th, we are adding further restrictions to advertising to teens. Advertisers will not be able to reach teens in the United States using any personalized targeting and campaign selections. Advertisers will only be able to reach teens using a few broad targeting options, such as location, language, and device-related information.

Additional ad personalization controls: We've updated our ad personalization settings to offer more detailed options based on users' interests and behaviors. This feature helps users see more of what they like and less of what they don’t. For example, users can choose to see more or fewer ads related to their interests in "Outdoor Sports" or "Racing Games". You can view and customize the ad topics that TikTok has identified as relevant to your interests. More details.

Disconnect Advertisers: To provide more transparency and controls to users, we have recently launched the "Disconnect Advertisers" feature that allows users to stop future off-TikTok data shared by specific advertisers from being used to serve them personalized ads.

Clear Activity: We have rolled out the 'Clear My Activity' feature on TikTok that allows users to disconnect any off-TikTok activity data shared by advertising partners that we have associated with their account. This data may include interactions on an advertiser's app or website, like adding an item to a shopping cart. Once disconnected, your personalized ads will no longer be based on this data.

For Advertisers

AI-generated content (AIGC) disclosure tool for advertisers: As we continue to invest in advancing transparency around AI-generated content (AIGC), we’ve also introduced an AIGC disclosure tool for advertisers. Our policies require realistic AI-generated content to be labeled on TikTok, and since September 2023, we’ve offered creators a tool to help them do this easily.

We now enable advertisers to use a self-disclosure toggle in the TikTok Ads Manager to declare an ad to be AI generated (Help Center). TikTok app users can identify such commercial content (paid ads) through an AIGC label placed on the ad. As AI-generated content evolves, we'll continue to invest in ways to support responsible content creation and advance AI-generated content transparency.

Additional data sharing troubleshooting capabilities: We are introducing additional resources to support advertisers in ensuring their data sharing set-up is correct.

We encourage our community to visit our Global Privacy Center to learn more about our privacy and data security practices. You can review our previous update here.