TikTok is making significant changes to its ad products in Europe to comply with EU regulations. The platform will reduce targeted advertising capabilities and impose global bans on ads that violate its rules. It will also provide users with more reporting options and give creators more clarity on content moderation decisions.

Why is this important? Marketers need to stay updated on TikTok’s policies to avoid potential disasters like a worldwide ad ban. Such a ban would lead to a decline in reach, conversions, and ROI, along with reputational damage. The changes to targeted advertising may also impact reach, prompting marketers to consider alternative platforms for profitable ad space.

TikTok has announced several changes that will affect the user experience in the EU:

Additional reporting: TikTok users in the EU can now report ads they believe are illegal. The platform is simplifying the process by introducing complaint categories, such as hate speech, harassment, and financial crimes.
Global bans: Content that violates TikTok’s Community Guidelines will be removed globally. Content that violates the law but not TikTok’s guidelines will only be taken down in the respective country.
Ban on targeted ads for teens: Teenagers aged 13-17 in Europe will no longer see personalized advertising based on their activities, both on and off TikTok.
Option to turn off personalization: Users in the EU can turn off personalization, which will show popular videos from around the world instead of content based on their interests. Non-personalized search results will be based on popular content from the user’s region and preferred language.
More transparency: TikTok plans to share more details about content moderation decisions with creators, including AI’s role in the action taken.

TikTok confirmed these updates through a blog announcement and expressed its commitment to meeting regulatory obligations and ensuring the safety and security of the European community.

To learn more, read TikTok’s full announcement on the Digital Service Act.

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About the author

Nicola Agius is the Paid Media Editor of Search Engine Land. She joined in 2023 and covers paid search, paid social, retail media, and more. Prior to her current role, she served as SEO Director at Jungle Creations, overseeing the company’s editorial strategy for multiple websites. With over 15 years of experience in journalism, Nicola has worked for various publications, including OK! Magazine, Mail Online, Mirror, Digital Spy, and The Sun. She is also a co-author of the Amazon bestselling book ‘Mastering In-House SEO,’ written in collaboration with SEO agency Blue Array.

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Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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