TikTok has recently implemented new restrictions on ads targeted at teens in the app, along with adding more data controls and updated disclosure elements. These changes are designed to improve transparency within the ad targeting process on the platform and protect the privacy of teen users.
One of the most significant changes is the update to ad targeting options for teens, with advertisers now restricted from using personalized targeting and campaign selections to reach teens in the U.S. Instead, advertisers will only be able to reach teens using broader targeting options such as location, language, and device-related information. This change aims to prevent advertisers from exploiting teen user data and influencing their thinking, similar to measures implemented by Meta a few years ago.
In addition to restricting ad targeting options, TikTok is also giving users more control over the ads they see based on their logged interests in the app. Users can now choose to see more or fewer ads related to specific interests such as “Outdoor Sports” or “Racing Games”. This level of customization allows users to tailor their ad experience to their preferences.
TikTok has introduced a “Disconnect Advertisers” feature that enables users to prevent specific advertisers from using their off-TikTok data to serve personalized ads. Additionally, the platform has rolled out the “Clear My Activity” feature, which allows users to disconnect any off-TikTok activity data shared by ad partners associated with their account. These features give users more control over their data and the ads they see on the platform.
To further enhance transparency, TikTok has added new AI disclosure requirements for ad partners. Advertisers can now use a self-disclosure toggle in the TikTok Ads Manager to declare an ad as AI-generated. Users will be able to identify AI-generated ads through an AIGC label placed on the ad. This labeling ensures that users are aware they are engaging with content created by AI, such as virtual influencers, rather than real people.
With around 25% of TikTok’s audience aged under 20, these changes could have a significant impact on advertisers targeting teen users. While advertisers can still reach these users through broader targeting options, the restrictions on personalized targeting may shift advertising strategies on the platform. The introduction of AI-generated content and virtual influencers also presents new opportunities for brands to engage with users on TikTok.
The new TikTok ad restrictions and data controls aim to improve transparency, protect teen user data, and enhance user control over the ads they see on the platform. These changes reflect TikTok’s commitment to providing a safe and personalized experience for all users while also opening up new possibilities for advertising and content creation on the platform.
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