TikTok tightens teen ad targeting and boosts AI transparency

TikTok implemented new restrictions on ads targeting teens and introduced AI disclosure requirements for advertisers.

Why we care. These changes aim to protect younger users and increase overall ad transparency, potentially impacting how advertisers reach and engage with TikTok’s audience.

Key changes.

  • U.S. advertisers can now only target teens using broad options like location, language and device info.
  • Users gain more control over ad interests and off-TikTok data sharing.
  • New AI-generated content labels for ads.
Screenshot 2024 07 08 At 17.30.06

The big picture. TikTok is aligning with industry trends to protect user privacy and increase transparency, following similar moves by platforms like Meta.

By the numbers. With about 25% of TikTok’s audience under 20, these changes could significantly impact advertising strategies.

Between the lines. The restrictions on teen targeting could challenge any brands that rely heavily on this demographic, forcing them to adapt their strategies.

What to watch. How these changes impact your advertising and whether they influence user trust and engagement on the platform.

What’s next. Brands will need to reassess their TikTok marketing strategies, especially those targeting younger audiences or using AI-generated content.

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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.


Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 


She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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