TikTok Brand Reputation Playbook

SettingStandards:

TikTokCommunityGuidelines &Enforcement

Clearrulesandtransparentreportingtoprotect advertisersandtheTikTokcommunity.

HowtheAlgorithmWorks:

PoweringtheForYouFeed

Personalizedrecommendationsarebuiltonsignalsandsafety.

WhatareCommunityGuidelines?

TikTokʼsCommunity Guidelinessetclearrules forwhatisandisnotallowed, andapplytoeveryoneonthe platform,includingcreators, advertisers,celebrities,and politicians.

Howdotheyprotectbrands?

● Keepharmfulcontentout.We prohibitviolence,hatespeech, harassment,trafficking,sexual exploitation,andotherabuses thatcanharmpeopleandbrands.

● Reduceriskyadjacency.Content ineligiblefortheForYoufeeddoes notgetrecommendedtobroad audiences,loweringthechance youradsappearnearborderlinecontent.

● Protectintegrity.Wedonʼtallowharmfulmisinformationandrequirelabels forrealisticAIorsignificantlyeditedmediathatcouldmisleadviewers.

● Enforceconsistently.Accountscanfacerestrictionsorbansforsevereor repeatedviolations.

Howarewedoingatcatchingviolations?

InQ22025,TikTokenforcementdeliveredstrongoutcomes,with97.6%of youthsexualandphysicalabusecontentremovedwithin24hoursand 93.2%beforeanyviews.DangerousactivitiesandeditedorAI-generated contentachievedproactiveremovalratesabove98%.

ViewTikTokʼsCommunityGuidelines.Thenlearnmoreabouthow enforcementworksfromTikTokSupportandtheTransparencyCenter.

BrandMisinformation: NavigatingtheInsandOuts

WeaimforclearpoliciesforallonTikTok,includingbrands.

PracticalGuidanceforBrands&Creators

Accuracy&proof

Transparentediting

Commercialdisclosure

Onlymakeverifiable,evidence-based claims.Avoidexaggerationsor misleadingpromises.

ClearlylabelAI-generatedorheavily editedvisualstopreventconfusion.

Alwaysidentifybrandrelationshipsto stayingoodstanding,including recommendationeligibility.

Noharmful misinformation

Distributionimpact

AI&syntheticmedia

Avoidanycontentthatcouldcause real-worldharm(e.g.,health,safety,or electionmisinformation).

Non-compliancecanreducereach, disablepromotioneligibility,ortrigger accountactions.

Labeloravoiddeceptiveuseofdeep fakes,voice-cloning,orrealistic manipulations.

CommercialContentKeyCallouts

Harmful misinformationban

Misleadingand falsecontentrules

Disclosure requirement

Weprohibitmisinformationandmanipulatedcontent thatmisleadsviewersintobelievingitcomesfrom reputablesources.

Adsmustnotmakeexaggeratedorunsupported claims(e.g.,“Getmoneyin10secondsˮ).Adsand landingpagesmustalign.Nobait-and-switchtactics.

Allpaidorbrand-affiliatedcontentmustdisclose sponsorships(“PaidPartnership,ˮ“Promotional Content,ˮetc.).Missingdisclosuresmayreduce visibilityortriggercomplianceflags.

TikTokShopBrandDisparagement: EncouragingRespectfulCompetition

TikTokShopprohibitsunsupportedbrandcomparisons.

CorePolicyLanguage

“Creatorsareprohibitedfrompromotinganycontent thatcontainsunsupportedcomparisonsintendedto disparageordenigrateotherproducts.ˮ

WhatThisMeans

● Youcanmakecomparisonsiftheyarefactual, verifiable,andrelevant.

● Youcannotexaggerate,misrepresent,orattack otherbrands,evenhumorously.

● Thisappliestovideos,liveshopping,product descriptions,andcreatorpromotionsacrossTikTok Shop.

Enforcement

Violationsmayleadto:

● Contentremovalorrestrictedvisibility

● Suspensionorterminationofselleroraffiliate accounts

● Reducedeligibilityforpartnershiporpromotion programs

BestPractices

Whenreferencingotherbrands,focusonyourproductʼsstrengthsrather thancriticizingcompetitors.Substantiateclaimswithdataoruser testimonials,andensuretoneremainsneutralorpositive.

Inshort:TikTokShopforbidsmisleadingorunverifiedbrandcomparisons thatcouldharmanothercompanyʼsreputationormisleadconsumers.

Learnhowtolistyour TikTokShopproductswith TikTokShopAcademy.

ReportingViolations:

MaintainingaSafeEcosystem

Waystoprotectandmaintainyourbrandrights.

Step1ProactiveDetection

TikTokusesacombinationofautomatedsystemsand humanreviewtoproactivelydetectpotentialviolationsof ourCommunityGuidelines,removingthemajorityof violatingcontentbeforeitisreported.

Step2CommunityReporting

Whencontentisnotcaughtproactively,membersofthe TikTokcommunitycanreportcontenttheybelieveviolates ourGuidelines,helpingkeeptheplatformsafeand welcoming.

Step3Review&ActionWithPrivacyProtection)

Reportedcontentisreviewed,appropriateactionistaken whenviolationsareconfirmed,andreportersʼidentities areneverdisclosedtotheaccountbeingreported.

Reportanaccount. Reportacomment. Reportapost.

Didyouknow?

TikTokworkswithindependent,third-partyInternationalFact-Checking NetworkIFCN)accreditedfact-checkingpartnerswhoassessverifiable claimsusingevidence-basedstandards.Manyproduct-,service-,or brand-relatedassertionscanbefact-checkedwhenreliable,independent evidenceisavailable.Learnmoreaboutourindependentthird-party fact-checkingprograminTikTokʼsTransparencyCenter.

Protect&Prevent:ActionPlan

Protectingbrandreputationisnotjustaboutavoidingrisk.

OnTikTok,trustisbuiltonclearstandards,strongsafeguards,anddedicated teamsthathelpbrandsshowupconfidentlyandcreatively.Fromcontent policiesandIPprotectiontoadvancedcontrolsandverification,TikTok providesthesystemsandexpertisetoprotectyourbrandanddriveimpact.

Setyourfoundation.

AligninternalpolicieswithTikTokʼsCommunityGuidelinesand ForYoufeedFYF)eligibilitystandards.Defineyourbrandʼs safetyandsuitabilitythresholdsbeforeeverycampaign.

Safeguardyourassets.

Verifyrightsforallcreative,music,andpartnerships.Establish clearreportingandtakedownpathsforIPorcounterfeit concerns.TikTokʼsdedicatedIPenforcementcanhelp.

Activateyourcontrols.

ChooseanInventoryFiltertierandapplyCategoryExclusionor VerticalSensitivitywhereneeded.Usecommentmanagement andexclusionliststoguideadjacencyandengagement.

Monitorandmeasure.

LeverageMarketScope,ReputationAlerts,andthird-party verificationtotrackperformanceandsentiment.Review post-campaigninsightswithyourTikTokteam.

Keepevolvingwithus.

Refreshyoursettings,sharelearnings,andstayconnected withyourTikTokpartnersforongoingsupport.Treatreputation managementasagrowthadvantage.

TakingAction: BrandReputationTools &Levers

Practicalresourcestomonitorrisksandsafeguard intellectualproperty.

PartnersinProtection: HowTikTokResolvesBrandIssues

AtTikTok,everyoneplaysaroleinprotectingbrands.

GBMGuideswithEducation

GlobalBusinessMarketingʼsGBMBrandSafety&Responsible Mediateambuildsadvertiserconfidencethrougheducationand industryengagement,helpingbrandsunderstandandtrustTikTokʼs safeguardsandsolutions.

Sales:SurfacestheSignal

GlobalBusinessSolutionsSalesadvocatesforadvertisers, surfacingbrandconcernsthroughclientengagementandaligning growthgoalswithTikTokʼsbrandsafety,suitability,andperformance standards.

AdEx:Assesses&Routes

AdvertiserExperienceAdExidentifies,triages,androutesissues acrossProductandPolicy,coordinatingcross-functionalresponses todeliverfast,balancedresolutionsthatprotectadvertiser confidenceandplatformintegrity.

PSOProvidestheSolution

ProductSolutionsOrganizationPSO)equipsadvertiserswiththe rightsafetytools,e.g.TikTokInventoryFilterandTikTokCategory Exclusion,leadingonboarding,troubleshooting,andproduct innovationforsafe,effectivegrowth.

T&SLeadsAction

Trust&SafetyT&S)createsandenforcesTikTokʼsglobalpolicies, leadingmoderationandintegrityoperationsthatsafeguardplatform integrityandmaintainasafe,trustworthyenvironmentforusers, creators,andbrands.

MeetTikTokMarketScope:

ANewWorldofInsight

Unlockreal-time,first-partyinsights onyourorganiccontentanddiscover morewaystogrowyourbusiness.

Ecosystem-WideInsights

TikTokMarketScopeisan all-in-onedatahubthathelps brandsmakesmarterdecisions withcomprehensiveinsights acrosstheTikTokecosystem. ThroughBusinessCenter,eligible brandscansecurelyconnectad accounts,shops,andprofilesto analyzeaudiencebehavior,content performance,andcampaign effectivenessinacentralizedview.

BrandPerceptionIntelligence

WithinMarketScope,theBrandPerceptionmoduleenablesorganicsocial listeningtounderstandbrandvoice,tracknetsentiment,andsurface actionableinsights.MarketScopealsointegratesseamlesslywithTikTokAds ManagerandCreatorMarketplace,supportingaunifiedworkflowwith role-basedaccessandcontrolledpermissionstoensuredataaccuracyand security.Analyzeyourbrandpower.Measureandunderstandyourbrandʼs shareofvoice.Fuelyourcontentstrategywithtrendinginsights.

AskyourTikTokteamabouteligibilityandonboardingviaBusiness Center.LearnmoreaboutTikTokMarketScope.

AcrossAds&UserContent

TikTokappliesrobustintellectualpropertyIP)standards acrosscommercialandorganiccontenttoprotectrights holdersandmaintainadvertiserconfidence.

Advertisersmustuseonlyauthorizedcreativeassetsand ensurealladsandlandingpagescomplywithapplicable IPlawsandTikTokʼsAdsIPPolicy.

Unauthorizeduseoflogos,unlicensedmusicorvideo,or misleadingassociationswithbrandsorpublicfiguresis prohibitedandsubjecttoenforcement.

Violationsmayresultincontentremovaloraccount restrictions,withcasesreviewedbyTikTokʼsspecialized IPteamthroughafairandtransparentprocess.

Forusercontentandintellectualpropertyrules,seeourLegalPolicy. Foradvertising-specificIPguidance,visittheHelpCenter.Toflaga potentialviolation,submitareportthroughtheIntellectualProperty RightsInfringementform.

TikTokprotectscreatorsʼrightsbyenforcingcopyright policiesthatrequireauthorizeduseofcontentandapply clear,escalatingconsequencesforinfringement.

LearnmoreaboutcopyrightonplatformthroughTikTokSupport.Ifyou identifyapotentialviolation,gotoReportCopyrightInfringement.

TRADEMARK&COUNTERFEITING

SafeguardingBrandIdentity

TikTokprotectsbrandintegrityandtrustedcommerceby prohibitingtrademarkmisuseandcounterfeitgoods,and byenforcingclear,escalatingactionswhenviolations occuracrosscontent,ads,andTikTokShop.

LearnmorethroughTikTokSupport.Ifyouidentifyapotentialviolation, gotoReportTrademarkInfringement.

TakeALookBehindTheScenes: TakedownCriteriaSpotlight

TikTokusestechnology,expertreview,andcollaboration.

HowWeIdentifyInfringingContent

TikTokproactivelydetectsandremovescontentthatpromotes counterfeitgoodsusingmachinelearning,keywordsignals,and contextualreview.Weworkwithrightsholderstoverifyandact quickly,whileensuringeducationalorcommentarycontentisnot automaticallyremoved.

OurApproachtotheWord“Dupeˮ

Because“dupeˮcanrefertocounterfeitorlegitimatealternatives, TikTokreviewseachcasecarefully.Thetermisusedasadetection signal,withinfringingcontentremovedandlegitimateuseassessed casebycase.

CollaborationandReporting

Brandsandrightsholdersareencouragedtoreportsuspected violationsthroughofficialchannelsandprovidesupportingevidence tospeedreview.Ongoingcollaborationhelpsidentifytrendsand preventfuturemisuse.

FromOurNewsroom:ATikTokShopIntegrityAnnouncement

TikTokisdedicatedtocreatingajoyfulshoppingexperiencewhereour communitycandiscoverandbuymerchandisetheylovewiththeconfidence thattheyaregettinganauthenticproduct.

Aspartofthisongoingcommitment,we'reproudtojointheInternational TrademarkAssociation'sINTAUnrealcampaign,aninitiativeraising shopperawarenessaboutcounterfeits.ByleveragingTikTokandits community,Unrealwilldriveawarenessofthenegativeimpactsof

PilotProgramsWithEarlySuccess

TikTokistestingnewindustry-firstbrandreputation

solutions.

Together,theyaredesignedtoprovidedeepervisibilityintoemerging narratives,real-timebrandmentions,andbroaderreputationaltrendsto helpadvertisersbetterunderstandandmanageperceptionontheplatform.

ReputationDashboard

TheReputationDashboardoffersaclearviewofhowyourbrandisbeing discussedacrossTikTok.Usingsentimentanalysisandtopicdetection,it identifiesemergingnarrativesandpotentialreputationalrisksastheydevelop. Withnearreal-timeupdates,brandscanspotissuesearly,understand sentiment,andtakeproactiveactiontoprotectbrandtrust.

ReputationAlert

ReputationAlertprovidestimelynotificationswhenyourbrandismentionedin high-visibilityvideosorcomments.Configuredaroundyourkeywordsand markets,itenablesyourteamstomonitorshiftsinsentiment,understand whatʼsdrivingconversations,andrespondquicklybeforenarrativesspread. Thishelpsyoustayinformedinmomentsthatmattermost.

ReputationReport

TheReputationReportdeliversaregularsnapshotofhowyourbrandis perceivedonTikTok.Combiningquantitativedatawithqualitativeinsights,it highlightskeytopicsandsentimenttrends.Eachreportcanbecustomizedby brandormarket,helpingyoumeasureprogress,identifyemerging opportunities,andstrengthenreputationmanagementstrategies.

Toseeifyouqualifyforthispilot,pleasecontactyourclientmanager.

SECTION 03

EnsuringBrand

Suitability: AdAdjacency,Measurement& IllustrativeExamples

Advertisercontrolsandthird-partyverificationto buildcampaignconfidence.

BrandReputationProtection: Choice&AdjacencyatScale

Brandshavedistinctvaluesorpreferencesforadplacement.

TheTikTokSafetySuiteisasetofcontrols,tools,andthird-party measurementsolutionsdesignedforbrandsafeandsuitableadvertising. Coveringeverystageofacampaign,itgivesbrandschoiceoverwheretheir adsappear,helpingaligninvestmentwithvalues.

Pre-Campaign Controls

TikTokInventory Filter TikTokCategory Exclusion

Post-Campaign Measurement

Brandsafety rates TikTokCategory Exclusionrates Misinformationrates Brandsuitability rates Emissionrates TikTokVertical Sensitivityrates

TikTokInventoryFilter

Providesadvertiserscontroloveradplacementbychoosingfrom threeinventorytiers—Expanded,Standard,orLimited—beforetheir campaignbegins,ensuringadsappearalongsidecontentthat alignswiththeirbrandpreferences.

TikTokCategoryExclusion

Enablesadvertiserstopreventtheiradsfromappearingnextto fournon-standardcategories:Gambling&Lotteries,ViolentVideo Games,CombatSports,andYouthContent,offeringgreatercontrol overcontextualrelevance.

TikTokVerticalSensitivity

Allowsadvertiserstoexcludecontentfrom11verticals—Pets, Beauty,Food,Fashion/Retail,Travel,FinancialServices, Technology,Automotive,Gaming,ProfessionalServices,and Entertainment—toensurebrandpositioningalignment.

TikTokVideoExclusionList

PermitsadvertiserstoexcludespecificvideosbyID,preventing unwantedormisalignedcontentfromappearingnexttotheirads. Includespost-campaignthird-partyreportingforadded transparencyandbrandsuitability.

TikTokProfileFeedExclusionList

LetsadvertisersexcludespecificcreatorsbyID,ensuringtheirads donotappearinthosecreatorsʼfeeds,helpingmaintainbrand alignmentandsuitabilityacrossplacements.

TikTokCommentManagement

Givesadvertiserscontrolovercommentsbyallowingthemtofilter, hide,ordisablethem,helpingbrandsmaintainengagementwhile managingpotentialbrandsafetyconcerns.

AtAGlance:TurningReassuranceOn

TikTokʼsbrandsafetyfloorensureseveryadrunsaboveabaselineof safety,protectedbyourCommunityGuidelinesandenforcementsystems. Ourbrandsuitabilityframeworkgoesfurther,givingadvertiserscustomizable controlstochoosethetypesofcontentmostappropriatefortheirbrand. Together,theycreateasafer,moresuitableadvertisingenvironmentforall.

Pre-CampaignControls

Beforelaunch,TikTokletsyoudefinewhereyouradscan appearbyselectinginventorytiersandsuitabilitysettings alignedtoyourbrandvalues.Thesecontrolshelpensureyour mediaisplacedinenvironmentsthatmeetyourcomfortlevel fromdayone.

In-FlightTools

Duringyourcampaign,TikTokappliesreal-timecontent classificationtokeepadplacementsalignedwithyour selectedtier.Ongoingmonitoringallowsyoutoadjustsettings orreviewperformanceinsightsasnewcontententersthe platform.

Post-CampaignMeasurement

Afteryourcampaignends,independentthird-partypartners provideverificationandreportingonbrandsafetyand suitability.Thesereportsconfirmyouradsranwithinyour chosenparameters,deliveringtransparencyand accountabilityforyourmediainvestment.

View,download,andshareTheTikTokBrandSafety&Suitability Playbook,featuringmoreaboutalloursolutions.

Commentsareanopportunity.Youhavecontrol.

CommentsonAds

Advertisershavefullcontrolover howcommentsappearontheirpaid placements.WithinTikTokAds Manager,brandscanmonitor sentiment,filterorhidecomments thatdonʼtalignwithbrandvalues, andengagedirectlywithusersto buildtrust.Commentcontrolscan alsobeadjustedbycampaign, allowingadvertiserstobalance openengagementwithbrand protection.

Bestpractice:Monitorcomments forsentiment,promptlyrespondto questions,hidespamandensure moderationalignswithyourbrandʼs voice.

Seehowtomanagecomments onadsintheHelpCenter.

CommentsonContent

Brandshavesimilarflexibilityon theirownTikTokaccounts,where theycanshapeconversation throughcommentvisibilitysettings, keywordfilters,andmoderation choices.Thesetoolshelpkeep communityinteractionspositiveand alignedwiththebrandʼstone. Whilecommentsonothercreatorsʼ postsmentioningabrandcannotbe manageddirectly,TikTokʼs CommunityGuidelinesstillapply.If youbelieveacommentviolatesour policies,pleaseletusknowby reportingit.

Bestpractice:Definea comment-strategyfororganicposts (e.g.,questionreplies,pinned comments,spamremoval)and monitorbrandmentionsvia third-partytoolsoralerts.

Seehowtomanagecomments onorganicuserpostsin AccountandPrivacySupport.

IllustrativeExample: AutoVertical

Amajorglobalautomakernoticedarapidspikeinmisleadingthird-party TikTokvideosclaimingoneoftheirtop-sellingmodelshadadefective safetyfeature.Theirsociallisteningpartnerflaggedthetrend,andinternal teamsquicklyrealizedthenarrativewasbeingamplifiedbyinaccuratecreator commentaryratherthanrealproductissues.Concernedaboutreputational damageandcustomerconfusion,thebrandcontactedTikTokforsupport. HereʼshowTikToksnappedintoaction.

Step1Clientflagsanissue.Thebrandʼssocialmedialeadcalledtheir TikTokClientPartnertoreportmisleadingsafety-relatedcontentand examplesfromtheirmonitoringvendor.

Step2Contextisgatheredquickly.TheClientPartnerloopedin TikTokʼsBrandSafety&ResponsibleMediateamtosurfacethe relevantTikTokCommunityGuidelinesandotherbrandsafeguards.

Step3TikTokteamstakecoordinatedaction.Trust&Safety reviewersevaluatedthecontentatscale,applyingenforcementby removingincorrectclaimsandreducingvisibilitywhenappropriate.

Step4Cross-functionalcommunicationismobilized.GBS,PSO,and AdExperiencecollaboratedtoprovidetheautomakerwithongoing updates,whileTikTokMarketScopemonitoredthetrendcurve.

Step5Brandreceivesmeasuredreassurance.TikTokMeasurement partnersconfirmedthatthemisleadingcontenthadminimalpaid adjacencyimpactandthatthenarrativewasdeceleratingrapidly.

Step6Sentimentimprovesquickly.Withenforcementappliedand communicationlinesstrengthened,negativecommentsdeclined, creatorcorrectionsappeared,andtheperceivedcrisisfaded.

InsightsLearned:Quickclientescalationand fastcross-functionalcoordinationallowed TikToktoaddressthenarrativebeforeitgrew. Clearupdates,targetedenforcement,and third-partymeasurementshowedtheissuewas smallerthanitseemed.Thebrandwalkedaway moreconfidentinboththeirresponseand TikTokʼsabilitytosafeguardreputation.

IllustrativeExample: BeautyVertical

Aglobalbeautybrandsuddenlysawawaveofcreatorspromotingan unauthorized“dupeˮoftheirbest-sellingproduct,claimingfalselythatthe formulationswereidentical.Theirinternalbrandprotectionteam,supported byathird-partycounterfeitingmonitor,detectedariseinmisleadingTikTok poststhatcoulderodebrandequity.Worriedaboutlossoftrustandconfusion amongshoppers,thebrandcontactedTikTokforhelp.HereʼshowTikTok snappedintoaction.

Step1Clientflagsanissue.Thebrandʼsintegritymanageremailed theirTikTokClientPartnerandsubmittedanIPandTrademarkform withexamplesofmisleadingdupeclaims.

Step2TikTokverifiesthedetails.TheClientPartnerloopedin TikTokʼsIPOps,Legal,andBrandSafety&ResponsibleMediateamsto confirmthebrandʼstrademarkprotections.

Step3Enforcementdecisionsaremade.IPOpsandTrust&Safety reviewedthepostsforpotentialcounterfeit,deceptiveclaims,or unauthorizedIPuseandappliedremovalsorreducedvisibility.

Step4Thenarrativeiscloselymonitored.MarketScopeandIntegrity teamstrackedthetrendcurve,revealingthatalargeportionofthe conversationwasorganicandshort-lived.

Step5Communicationflowsacrossteams.GBS,PSO,andAd Experiencemaintainedtightalignmentwiththebrandʼsglobal marketing,legal,andPRteamstoofferupdatesandclarifypolicies.

Step6Brandequitystrengthens.Withindays,dupe-claimcontent droppedsharply,confusiondecreasedincomments,andthird-party measurementconfirmedlowadvertiseradjacencyrisk.

InsightsLearned:Unauthorizeddupe chattercanfeelalarming,butswift escalationandcoordinatedreviewclarified thetruescale.TikTokʼsIP,enforcement, andmonitoringcapabilitiesensured accuratepolicyapplicationwhilegivingthe brandconfidencethroughdata-backed reassurance.Thebrandultimatelysawthe misinformationfadequickly.

IllustrativeExample: FoodVertical

AmajorfoodmanufacturerdiscoveredAI-generatedTikTokpostsfalsely depictingoneoftheirproductionfacilitiesinunsafeorunsanitary conditions.Thecontentoriginatedoff-platformandwasbeingrepostedby userswhobelievedtheimageswerereal.Concernedaboutbrandtrustand potentialcustomerconfusion,thecompanyreachedouttoTikTokforurgent guidance.HereʼshowTikToksnappedintoaction.

Step1Clientflagsanissue.ThebrandʼsCorporateCommunications DirectorcalledtheirTikTokClientPartnerafterinternalsociallistening surfacedAI-generatedmisinformationonTikTok.

Step2TikTokinitiatesrapidreview.TheClientPartnerescalatedthe casetoTrust&Safetytoassesswhetherthepostsviolated misinformation,syntheticmedia,ormanipulatedcontentpolicies.

Step3Enforcementisapplied.Trust&Safetyreviewedthevideos, applyingremovalstomanipulatedpostsandaddinglabelstoclarify whenAI-generatedimagerywasdetected.

Step4Cross-functionalalignmentaccelerates.GBSandAdEx collaboratedtoguidethebrandonprocessesandcoordinatewith TikTokPolicyforclarityonsyntheticmediastandards.

Step5Monitoringcontinuesinrealtime.TikTokMarketScope trackedthetrajectoryofthemisinformation,showingthatthetrend peakedquicklyandthendeclinedfromTikTokʼsinterventions.

Step6Sentimentrecovers.Withenforcementinplaceand communicationtightened,negativecommentsdroppedandthird-party measurementconfirmedlowadadjacency.

InsightsLearned:AI-generatedmisinformationcanappeardramatic butoftenfadesquicklyoncereviewedunderTikTokʼssyntheticmedia andmanipulatedcontentpolicies.Coordinatedactionacross enforcement,monitoring,andclientcommunicationrestoredclarity andcalm.ThebrandandTikTokstrengtheneditsresponseprocesses.

5KeyTakeaways

TikTokBrandReputationPlaybook

CollaboratingacrossTikToktoshapethisplaybookhasreinforcedjusthow importanttrustandprotectionareforbrands.Toclose,Iʼvehighlightedfive keytakeawaysandexpandoneachintheaccompanyingvideo.

01

02

03

04

05

Brandreputationformsacrosspaid,organic,creators,andcomments, benefitingfromongoingattentionbeyondcampaignlaunches.

Clearplatformstandardscreateastrongfoundation,helpingbrandsalign internalguardrailswithcontentmoderationanddistribution.

Activateavailablesafeguardstocontrolplacement,context,andrisk,rather thanrelyingondefaultsettings.

First-partyinsightsandthird-partymeasurementbuildtransparency, validatesuitability,andstrengtheninvestmentconfidence.

Treattrustasagrowthleverthatdeepensengagement,buildsloyalty,and drivessustainedlong-termperformance.

DennisPetrone GlobalLead

Brand

Safety&ResponsibleMedia

TikTok

ResourceReview

RecommendationSystem

● HowTikTokRecommendsContent

● TransparencyCenter

CommunityGuidelines&Enforcement

● CommunityGuidelines

● EnforcementReporting

Ads&MisinformationPolicies

● AdsPolicy–Misinformation

Third-PartyFactChecking

● IFCNPrinciples

TikTokShop&BrandDisparagement

● TikTokShopPolicy

ReportingTools

● ReportAccount

● ReportComment

● ReportPost

ContentModeration

● ContentViolations&Bans

● Moderation&Appeals

IntellectualProperty

● CopyrightPolicy

● ReportCopyright

● AdsIPRules

● CommerceIPReporting

● Trademark&Counterfeiting Policy

● ReportTrademark

News&Partnerships

● TikTokxINTAUnrealCampaign

CommentManagement

● ManageCommentsonAds

● ManageCommentsonOrganic Posts CompanionResource

● BrandSafety&Suitability Playbook

LegalDisclaimer

ThisdocumentisthepropertyofTikTokInc.,andhasbeenpreparedby TikTokInc.solelyforinformationalpurposes.Therecipientofthisdocument mustholdthisdocumentandanyinformationcontainedhereininstrict confidence,andshallhavenorighttodistribute,exhibit,display,exploit,or otherwiseusethisdocumentforanypurposeotherthantoreviewthe informationprovidedbyTikTokInc.herein.

Therecipientherebyrepresentsandwarrantsthatitshallnotpublish,post,or otherwisepubliclydistributethisdocumentoranyofitselementsviaany mediaforanypurpose.Therecipientacknowledgesthattheinformation containedhereinisillustrativeonlyandnotlicensedfortherecipientʼspublic distribution.

NeitherTikTokInc.noranyofitsaffiliates,oritsortheirrespectivedirectors, officers,employees,oragents(collectively,"TikTok")makeany representationorwarranty,expressorimplied,inrelationtotheaccuracyor completenessoftheinformationcontainedinthisdocument,andacceptsno responsibility,obligation,orliabilityinrelationtoanyofsuchinformation.

TikTokexpresslydisclaimsanyandallliabilitywhichmaybebasedonthis documentandanyerrorsthereinoromissionstherefrom.TikTokundertakes noobligationorresponsibilitytoupdateanyoftheinformationcontainedin thisdocument.Pastperformancedoesnotguaranteeorpredictfuture performance.Resultsmayvary.