TikTok has established itself as one of the strongest online marketing platforms, with reach spanning multiple industries—from fashion to finance. As the platform matures, so do the regulations that govern it, especially in countries like the UK, where data privacy and responsible marketing are top priorities. UK-based TikTok ad services must comply with these rising standards, as failing to do so can lead to suspended accounts, legal penalties, and loss of brand credibility.
In this blog, we’ll outline the key UK TikTok advertising rules that brands need to know in 2025 to ensure they stay compliant and continue running successful campaigns.
Comprehensive Understanding of UK's Latest Advertising Laws on TikTok
1. Influencer Disclosure Rules
The UK Advertising Standards Authority (ASA) mandates clear labeling for influencer marketing posts. On TikTok, this means that influencers must:- Use hashtags like #ad, #sponsored, or the "Paid Partnership" tag.
- Include sponsorship disclosures in the video caption and, ideally, within the video itself.
Leading global ad agencies integrate these practices into influencer agreements to maintain transparency and stay compliant with UK regulations.
2. Data Protection (GDPR) Compliance
Brands running TikTok ads in the UK must adhere to strict GDPR guidelines. This means:- Obtaining explicit user consent to gather data and show personalized ads.
- Ensuring third-party pixel implementations (like retargeting) are GDPR-compliant.
Many top agencies conduct thorough data privacy audits before running TikTok campaigns in the UK, ensuring no legal breaches.
3. Ad Targeting Restrictions
TikTok enforces new restrictions when targeting children and younger audiences:- Ads cannot target users under 18 with products like cosmetics or fast fashion.
- Interest-based targeting for younger audiences is being phased out in favor of contextual targeting.
TikTok advertising services have adopted age-gated advertising methods to comply with these changes.
4. Prohibited Content Categories
TikTok’s UK advertising terms exclude certain categories entirely, such as:- Ads for tobacco, alcohol, or e-cigarettes.
- Political or religious messaging.
- Fraudulent financial opportunities and "get-rich-quick" scams.
Leading ad agencies typically perform legal review and scrutiny of creative assets before submitting them for approval to avoid violations.
How the Biggest Ad Agencies Are Perfecting Their TikTok Approaches
1. Enhancing Legal Compliance and Ad Approvals Process
Top agencies collaborate closely with TikTok’s policy teams to:- Establish robust internal ad review processes.
- Notify creative teams of new ad restrictions.
- Use TikTok’s Ad Library to ensure compliance with supported ad formats and messaging.
By staying ahead of regulations, these agencies minimize rejected ads and boost campaign performance.
2. Prioritizing Ethical and Responsible Advertising
UK consumers and regulators demand transparency and ethical responsibility. Ad agencies now focus on:- Promoting mental wellness and body acceptance in campaigns.
- Avoiding FOMO-driven or high-pressure sales tactics.
- Ensuring diversity and inclusivity in advertising content.
Brands that prioritize entertainment over hard-selling tactics are more likely to win UK consumers’ trust.
3. Navigating TikTok's AI-Powered Ad Moderation System
TikTok uses AI to automatically reject ads that break its policies. In response, agencies:- Pre-screen videos using third-party compliance tools.
- Avoid using prohibited words and sensitive topics in scripts.
- Test different ad versions before large-scale launch to avoid disruptions.
Experienced agencies work seamlessly with TikTok’s algorithm to improve approval rates and performance.
Best Practices for Legally Running TikTok Business Ads in the UK
1. Collaborate with a Certified TikTok Advertising Agency
Official TikTok marketing partners have:- Access to the latest policy updates.
- Direct support from TikTok’s team.
- Advanced tools like Brand Lift Studies and Analytics Dashboards.
These partnerships help brands create campaigns that meet UK regulations while driving success.
2. Be Aware of Policy Updates
UK advertising laws are continuously evolving. To stay compliant:- Monitor updates from the ASA and the Information Commissioner’s Office (ICO).
- Subscribe to TikTok’s Business Blog for the latest ad policy news.
- Assign internal compliance officers or agencies to track changes.
Proactivity is key to keeping campaigns regulation-friendly.
3. Use Clear Messaging
Transparency builds consumer trust. Best practices include:- Clearly defining product offerings and prices.
- Avoiding exaggerated claims.
- Ensuring authenticity in testimonials and reviews.
Straightforward communication doesn’t just help with compliance—it’s also more effective with UK consumers.
How UK Brands Can Still Survive on TikTok Despite the Ban
1. Combine Organic Content with Paid Advertising
Leading brands blend organic and paid content to remain true to TikTok’s content-first culture. Strategies include:- Reusing popular TikToks as Spark Ads.
- Collaborating with influencers for paid content that blends seamlessly with organic content.
This strategy helps brands stay relevant without resorting to heavy-handed sales tactics.
2. Use Storytelling and UGC
British consumers value authenticity, making user-generated content (UGC) a powerful tool. Best practices include:- Showcasing customer reviews or tutorials.
- Running challenges that prompt users to share their experiences.
These campaigns can be amplified using TikTok business ads to reach a wider audience.
3. Utilize TikTok's E-commerce Features
TikTok Shop and Live Shopping are transforming e-commerce in the UK. Brands can:- Host live shopping sessions with influencers (with full disclosures).
- Integrate TikTok product tags into organic and paid content.
This integrated approach lets brands sell without violating platform policies, offering a seamless customer experience.