TikTok’s recent updates to its advertising transparency rules, effective from September 13, 2025, have introduced significant changes that email marketers should be aware of. These changes aim to enhance transparency, particularly concerning AI-generated content and influencer disclosures.
Key Changes in TikTok’s Ad Transparency Rules
1. Mandatory Labeling of AI-Generated Content
TikTok now requires that all AI-generated content be clearly labeled as such. This includes any content that is created or significantly altered using artificial intelligence. The platform has introduced tools to assist advertisers in complying with this requirement. Failure to label AI content appropriately can lead to content removal and potential account bans (Complete AI Training).
2. Influencer Disclosure Requirements
Creators and brands must use the “Disclose commercial content” toggle and select “Branded Content” when posting sponsored content. If this disclosure is not made within 24 hours, the content may be removed from the For You feed, limiting its reach (Bazaarvoice).
3. Stricter Teen Ad Targeting
Advertisers can now only target teens using broad options like location, language, and device information. This change aims to protect younger audiences from overly personalized ads (MarTech).
4. Enhanced Privacy Policy Requirements
For Lead Generation Ads, TikTok mandates that advertisers display a clear privacy policy on their landing pages. This policy should explain how user data is collected, used, and shared, helping to build trust with users (TikTok For Business).
Implications for Email Marketers
While these changes primarily affect TikTok advertisers, email marketers should consider the following:
- Transparency in AI Use: If your email campaigns utilize AI-generated content, ensure that this is disclosed to recipients.
- Influencer Collaborations: When working with influencers to promote your email sign-up forms or content, ensure they adhere to proper disclosure practices.
- Privacy Policies: Maintain up-to-date privacy policies on your landing pages and ensure they are easily accessible to users.
- Data Collection Practices: Be transparent about how you collect and use subscriber data, aligning with best practices to build trust with your audience.
Staying Compliant
To stay compliant with TikTok’s advertising policies, regularly review their Advertising Policies and ensure that your campaigns align with the latest guidelines (TikTok For Business).
TikTok’s recent updates to its advertising transparency rules have significantly impacted how brands and marketers approach their campaigns. While specific case studies focusing solely on email marketers are limited, several examples illustrate how brands have adapted to these changes, which can offer valuable insights for email marketing strategies.
Case Study 1: Ad Council’s COVID-19 Vaccine Awareness Campaign
The Ad Council collaborated with TikTok to raise awareness about the COVID-19 vaccine among younger audiences. The campaign utilized TikTok’s features to create engaging content that resonated with the platform’s user base. This approach highlights the importance of authenticity and transparency in digital campaigns, principles that are equally relevant to email marketing.
Case Study 2: Healthread App’s User-Generated Content Campaign
Healthread, a mental health app, leveraged user-generated content (UGC) to promote its platform on TikTok. A user shared her personal mental health journey using the app, which was featured in the campaign. This strategy underscores the effectiveness of authentic content and clear disclosures, aligning with TikTok’s new ad transparency rules.
Case Study 3: Parchment’s Scholarship Giveaway Campaign
Parchment, an education technology company, ran a TikTok campaign promoting a scholarship giveaway. The campaign featured an influencer showcasing the platform’s ease of use and the benefits of applying for the scholarship. This case demonstrates the power of influencer partnerships and the necessity of proper disclosures to maintain transparency and trust.
Case Study 4: Grover’s TikTok Influencer Marketing Campaign
Grover, a tech rental service, partnered with influencers on TikTok to promote its services. The campaign’s success was attributed to the influencers’ authentic content and adherence to TikTok’s disclosure requirements. This example highlights the importance of compliance with advertising guidelines to ensure campaign effectiveness and brand credibility.
Case Study 5: TikTok’s Own “About This Ad” Feature
TikTok introduced the “About This Ad” feature, allowing users to see why they are being shown a particular ad. This move towards greater transparency sets a precedent for other platforms and marketers, including those in email marketing, to provide clear information about data usage and ad targeting.
Implications for Email Marketers:
- Transparency in Data Usage: Just as TikTok has enhanced transparency in ad targeting, email marketers should clearly communicate how subscriber data is collected and used.
- Authenticity in Content: Leveraging user-generated content can enhance trust and engagement in email campaigns.
- Clear Disclosures: Ensuring that all promotional content in emails is properly disclosed can prevent potential issues and build trust with recipients.
- Adherence to Guidelines: Staying informed about and compliant with advertising and data protection regulations is crucial for maintaining credibility and avoiding penalties.
By drawing lessons from these case studies, email marketers can adapt their strategies to align with evolving transparency standards, fostering trust and engagement with their audiences.