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TikTok commits to updating advert insurance policies to higher align with EU guidelines

Following discussions with the Fee and community of nationwide client safety (CPC) authorities, TikTok has agreed to implement laws round selling alcohol, cigarettes, and ‘get wealthy fast’ schemes. They may even permit customers to report undisclosed branded content material and flag adverts that trick youngsters into making purchases. 

New labels for paid adverts. The coverage may even determine adverts with a brand new label, permitting customers to see instantly whether or not a publish is sponsored. Publishers may even have to change on a toggle button once they’re publishing content material captioned with sure key phrases akin to #advert or #sponsored. As well as, customers with greater than 10,000 followers may even have their movies reviewed to make sure they meet TikTok’s pointers.  

The brand new commitments. In keeping with the European Commission, the principle commitments agreed to by TikTok are: 

  • Customers can now report commercials and supply that would doubtlessly push or trick youngsters into buying items or companies.
  • Branded content material now abides by a policy defending customers, which prohibits the promotion of inappropriate services, akin to alcohol, “get wealthy fast” schemes and cigarettes.
  • Customers are prompted to change on a toggle once they publish content material captioned with particular brand-related key phrases akin to #advert or #sponsored.
  • If a person has greater than 10,000 followers, their movies are reviewed by TikTok towards its Branded Content material Coverage and Neighborhood Guidelines to make sure that the content material is acceptable.
  • Insurance policies make clear how you can buy and use cash, and pop-up home windows will present the estimated worth in native currencies. Customers are allowed to withdraw inside 14 days from the acquisition, and their buy historical past can also be accessible.
  • Insurance policies additionally make clear how you can get rewards from TikTok and how you can ship items, for which customers will be capable of simply calculate their worth.
  • Paid commercials in movies shall be recognized with a brand new label, which shall be examined for effectiveness by a 3rd occasion.
  • Customers are in a position to report undisclosed branded content material, and new guidelines for hashtags and labels shall be applied.

What the Fee says. 

All social media platforms are required to play by the foundations and guarantee that shoppers can simply determine industrial content material, together with when promoted by influencers. We welcome TikTok’s dedication for extra transparency in the way in which it operates its enterprise exercise. Due to our dialogue, shoppers will be capable of spot all types of commercials that they’re uncovered to when utilizing this platform. Regardless of at the moment’s dedication, we’ll proceed to watch the state of affairs sooner or later, paying explicit consideration to the results on younger customers.

A troubling historical past of challenges. In 2020, TikTok got here underneath scorching water relating to its content material moderation course of and it’s exposure of younger customers within the app. Whereas there was no proof of wrongdoing by the app itself, a leaked doc in 2020 confirmed that TikTok moderators had been instructed to suppress content material that featured individuals who might have been seen as much less fascinating, as investigations have uncovered that TikTok depends on fairly younger women, specifically. 

TikToks dedication. To study extra about TikToks dedication to EU guidelines, you may learn the article here.

Why we care. Any laws geared toward cracking down on predatory social platforms that focus on youngsters, and average content material primarily based on inadequate insurance policies and practices that go away customers susceptible, are OK in our e-book. We hope these new laws assist make social media a safer place for youngsters, however we’ll see.


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About The Writer

Nicole Farley is an editor for Search Engine Land overlaying all issues PPC. Along with being a Marine Corps veteran, she has an intensive background in digital advertising and marketing, an MBA and a penchant for true crime, podcasts, journey, and snacks.

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