TikTok imposes restrictions on ads targeted at teens, new AI disclosure requirements

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TikTok has implemented some new restrictions on ads targeting teenagers in the app, while it is updating more data controls and disclosure elements to improve transparency in its ad targeting process. Is.

The biggest change is an update to its ad targeting options for teenagers. Advertisers are no longer able to reach teens in the US using personalized targeting and campaign selection.

According to TikTok:

“Advertisers will now be able to reach teens using only a few broad targeting options, such as location, language, and device information.

This will ensure that teen user data is not being exploited by advertisers, who can use it to influence their thinking.

Meta implemented the same several years ago, to ensure that teenage users are not being targeted, while also limiting the use of young users' personal data.

Now, TikTok is moving up the line, though with nearly 25% of its audience under the age of 20, the impact here may be more significant.

I mean, you can still reach those consumers based on broader trends, which is a key driver of typical teen engagement anyway. But this is another consideration in your TikTok marketing process.

TikTok also gives users more control over their logged-in interests in the app, related to the ad content that is shown to them.

For example, users can choose to see more or less ads related to their interests in “outdoor sports” or “racing games.” You can view and customize the ad topics that are most relevant to you. TikTok has identified your interests.

It also includes a new “Disconnect Advertisers” feature, which enables users to prevent future off-TikTok data shared by certain advertisers from being used to serve personalized ads.

TikTok has also now fully rolled out its “Clear My Activity” feature, which enables users to opt-out of any off-TikTok activity data shared by advertising partners linked to their account. .

And finally, TikTok is also adding new AI disclosure requirements for advertising partners:

We will now enable advertisers to use the self-disclosure toggle in the TikTok Ads Manager to have the ad generated by AI. Users of the TikTok app can identify such commercial content (paid advertisements) through a AIGC label Placed on the ad. “

As you can see in this example, ads using AI will also now need to be labeled as such to comply with TikTok's new ad rules.

Which is important, considering that TikTok is trying to enable brands to use their virtual influencers to sell their products on the app.

Now, these AI avatars, which are abundant in the Chinese market, will need to be labeled as such, which will ensure that consumers are aware that they are dealing with a digital persona and not a real person. Engaged with

And again, following their success in China, TikTok hopes that these new AI characters will pave the way for increased in-app purchase activity. However, not all Asian market trends translate, and it will be interesting to see how Western consumers react in this regard.

I mean, we've already seen real humans acting like robots get a lot of popularity in apps. Will the real robots even rent?

The new TikTok data control and ad restriction updates went into effect on July 1.

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