TikTok has made significant updates to its rules for brands and creators this year. These changes affect how businesses and influencers can share content, promote products, and interact with their audiences. Understanding these updates is important for anyone planning to use TikTok for marketing or branded partnerships.

The new rules are designed to make TikTok a safer and more transparent platform. They introduce stricter requirements for livestreaming, new guidelines for commercial content, and specific rules for AI-generated videos. There are also limitations on how creators can promote products or services outside of TikTok.

This overview explains the most important changes to TikTok's policies for 2025. Each update is aimed at clarifying what is allowed on the platform and how brands and creators can stay compliant.

What Changed in TikTok Rules for 2025

TikTok rolled out several major policy updates in September 2025. These changes focus on four main areas: livestreaming eligibility, commercial content disclosure, AI-generated content, and off-platform promotion.

The platform now requires creators to meet specific criteria before they can go live or access TikTok Shop features. Only accounts with at least 1,000 followers can host livestreams, and the account holder must be 16 or older. For receiving virtual gifts during livestreams, creators must be 18 or older.

Commercial content disclosure became mandatory for all promotional posts. Any video that promotes a brand, product, or service requires clear labeling using TikTok's built-in disclosure tools. Content without proper disclosure may be removed from the For You feed or have its reach limited.

TikTok also introduced new restrictions on AI-generated and deepfake videos. Content that uses artificial intelligence to create realistic depictions of people or scenes requires clear labeling. Misleading AI content that could spread misinformation is prohibited entirely.

Finally, the platform implemented stricter limits on off-platform promotion. Creators can no longer direct viewers to external websites, share contact information, or mention other social media platforms during livestreams in ways that violate the updated community guidelines.

Why TikTok Is Cracking Down on Branded Content

TikTok's stricter branded content policies stem from regulatory pressure and industry-wide changes in digital advertising. Government agencies worldwide are pushing social media platforms to increase transparency around paid promotions and sponsored content.

The Federal Trade Commission (FTC) has been particularly active in enforcing disclosure requirements for influencer marketing. TikTok's new policies align with FTC guidelines that require clear disclosure of material connections between creators and brands.

Advertiser trust also plays a role in these changes. Brands want assurance that their sponsored content appears alongside authentic, properly labeled posts. Clear disclosure requirements help maintain the integrity of TikTok's advertising ecosystem.

User experience considerations drive these policy updates as well. When viewers can easily identify sponsored content, they can make more informed decisions about the information they consume. This transparency helps preserve trust between creators and their audiences.

What Counts as Commercial Content on TikTok

Commercial content includes any video or livestream that promotes a brand, product, service, or business. TikTok defines this broadly to include both obvious advertisements and subtler forms of promotion.

The platform considers content commercial when there's a material connection between the creator and a brand. This connection can be financial compensation, free products, event invitations, or any other form of value exchange.

Common types of commercial content include:

• Sponsored posts: Videos created in exchange for payment or free products

• Affiliate marketing: Content featuring links or codes that earn commissions

• Product placement: Branded items appearing in videos due to compensation

• Gifted product reviews: Content featuring free items received from brands

• Personal business promotion: Creators promoting their own products or services

• Event partnerships: Content from brand-sponsored events or experiences

Even content with minimal incentives qualifies as commercial. A creator who receives a $5 product sample and makes a video about it would need to add disclosure labels.

How to Disclose Branded Content Step by Step

TikTok's branded content disclosure process happens before publishing a video. The platform provides built-in tools to label commercial content properly.

1. Toggle the Branded Content Switch

After recording or uploading a video, tap "Next" to reach the post settings page. Look for the "Disclose commercial content" option and switch it to the "on" position. This tells TikTok that the video contains promotional material.

2. Select the Sponsorship Category

TikTok will prompt you to choose between "Branded Content" and "Your Brand." Select "Branded Content" when promoting a third-party company or product. Choose "Your Brand" when business accounts promote their own products or services.

3. Add Required Hashtags or Labels

Include disclosure hashtags like #ad or #sponsored in the video caption. Place these tags at the beginning of the caption for maximum visibility. Some brand partnerships may require additional specific hashtags as well.

New Limits on Off-Platform Promotion

TikTok's updated community guidelines restrict how creators can direct viewers to external platforms or websites. These limitations primarily affect livestreams but also apply to some regular video content.

Prohibited off-platform activities include:

• Sharing clickable links to external websites

• Mentioning other social media platform names or handles

• Displaying QR codes that connect to outside sites

• Sharing personal contact information like email addresses

• Directing viewers to complete purchases on external sites

• Promoting contests that require participation outside TikTok

These restrictions aim to keep user activity within TikTok's ecosystem while reducing exposure to potential scams or privacy risks. Brands planning cross-platform campaigns need to adjust their strategies to comply with these new limitations.

Rules for AI-Generated and Deepfake Videos

TikTok prohibits AI-generated content that misleads viewers or spreads misinformation. Deepfakes that impersonate real people without clear labeling are not allowed on the platform.

When creators use AI to generate or significantly alter people, voices, or realistic scenes, they must add visible labels to notify viewers. These labels should be clear and prominent on the video itself, not just in the caption.

AI-generated endorsements are specifically prohibited. Videos that use artificial intelligence to make it appear someone endorses a product or brand without their actual consent violate TikTok's policies.

Creators remain responsible for properly labeling all AI content, even when it's meant to be humorous or obviously fake. Content that could reasonably be mistaken for real requires disclosure regardless of intent.

How TikTok Detects and Penalizes Violations

TikTok uses automated systems and human reviewers to identify policy violations. The platform's AI scans every uploaded video for signs of undisclosed commercial content, unlabeled AI material, and other rule violations.

Automated Moderation Signals

TikTok's automated systems look for specific indicators that suggest commercial content. These include brand names, product placements, promotional hashtags, and calls to action like "shop now" or "use my code."

The AI also detects when videos show products, discuss promotions, or include affiliate links without proper disclosure. Content flagged by these systems may be automatically restricted or sent to human moderators for review.

Appeal Window and Process

When TikTok takes action on a video, creators receive an in-app notification explaining the violation and penalty. For missing disclosure violations, creators have 24 hours to add proper labels or file an appeal.

The appeal process involves submitting a request through the notification link and providing supporting information. TikTok typically reviews appeals within a few business days and notifies users of the decision.

Will Disclosures Hurt Reach and Ad Performance

TikTok's data suggests that proper disclosure doesn't negatively impact video performance. According to the platform's internal studies, disclosed branded content performs as well as or better than similar non-disclosed posts.

Content without proper disclosure faces significant penalties. Videos flagged for missing commercial disclosure may be removed from the For You feed entirely, drastically limiting their reach to new audiences.

Properly disclosed content remains eligible for standard algorithm distribution and can appear in users' For You feeds alongside other compliant posts. There's no algorithmic penalty for honest disclosure when done correctly.

The platform's automated systems prioritize compliant content for broader distribution. This means properly disclosed branded content actually has better chances of reaching larger audiences than undisclosed promotional material.

Action Checklist for Brands and Creators

Immediate Next Steps for Marketers

Review all active TikTok content for compliance with the new disclosure requirements. Add proper labels to any promotional content that lacks them, and update creator contracts to include the 2025 policy changes.

Train your team on TikTok's branded content disclosure tools and ensure everyone understands the new requirements for AI content labeling and off-platform promotion restrictions.

Ongoing Compliance Monitoring

Set up regular content audits to catch potential violations before they result in penalties. Create internal guidelines that reflect TikTok's updated policies and monitor account notifications for any enforcement actions.

Document your compliance processes and update them as TikTok continues to evolve its community guidelines throughout 2025.

Schedule an Introductory Call With Darkroom

Darkroom helps brands navigate TikTok's evolving landscape with compliant, data-driven strategies that maximize reach while meeting disclosure requirements. Our team stays current on platform changes to keep your campaigns effective and compliant.

Schedule an introductory call to explore how Darkroom can help your business grow.

FAQs About TikTok's New Rules for Brands and Creators

Can brands retroactively add disclosures to older TikTok videos?

The branded content toggle only works for new posts. For existing videos, brands can add disclosure hashtags to captions or repost the content with proper disclosures applied.

Do TikTok's September 2025 rule changes apply worldwide?

Enforcement timelines vary by region, with some markets implementing stricter rules earlier than others. Brands operating globally should follow the most restrictive guidelines to ensure compliance across all markets.

How do branded content disclosures affect TikTok Spark Ads performance?

Spark Ads using organic posts with commercial content require the original post to have proper disclosures. The branded content toggle must be activated on the original post before promoting it as a Spark Ad.