Branded Content Policy - Market-specific Requirements

Last updated: June 2025

Note: Our new Branded Content Policy comes into effect on 1 July 2025 for all regions other than the European Economic Area, Switzerland, and the United Kingdom, for which it will come into effect on 25 July 2025. Click here and here to view our current policies, and here for more details about what is changing.


In addition to the Branded Content restrictions outlined in our global Branded Content Policy, including our global prohibition on political content, Branded Content featuring or related to the product or service categories below is either prohibited or will be restricted in the applicable markets. If you create this Branded Content, we will prevent it from being accessed in the relevant markets or displayed to the relevant audiences.


Our Branded Content and TikTok Ads policies differ. Content that is not allowed in Branded Content may still be allowed in TikTok Ads. If you would like to promote your content in TikTok Ads, we recommend understanding and complying with our TikTok Advertising Policies.


Energy drinks

  • Energy drinks are not allowed in Bangladesh


Film, TV shows, and game trailers

  • Film, TV shows, and game trailers are allowed without age restrictions in the following markets:

    • Bangladesh, Cambodia, Indonesia, Malaysia, Philippines, Sri Lanka, Thailand, Vietnam, Singapore

  • All film, TV shows, and game trailers will be restricted to audiences aged 18 years and older no matter their age rating in the following markets:

    • Argentina, Austria, Bahrain, Belgium, Brazil, Bulgaria, Chile, Colombia, Costa Rica, Croatia, Cyprus, Czech Republic, Denmark, Dominican Republic, Ecuador, Egypt, Estonia, Finland, France, Germany, Greece, Guatemala, Hungary, Iceland, Iraq, Ireland, Israel, Italy, Jordan, Kuwait, Latvia, Lebanon, Liechtenstein, Lithuania, Luxembourg, Malta, Mexico, Morocco, Netherlands, Norway, Oman, Panama, Peru, Poland, Portugal, Qatar, Romania, Saudi Arabia, Slovakia, Slovenia, South Africa, Spain, Sweden, Switzerland, Turkey, United Arab Emirates, United Kingdom, Uruguay

  • Film, TV show, and game trailers must show the age rating of the movie, TV show, or game within the content and will be restricted to audiences according to that rating in the following markets:

    • Australia, Belarus, Kazakhstan, New Zealand, Ukraine

  • Film, TV show, and game trailers rated for audiences aged 14 years and older will be restricted to audiences aged 18 years and older no matter their age rating in the following markets:

    • Australia, Canada*, New Zealand, United States*

      • *Note: If the video or caption does not clearly include the film, TV show, or game trailer's age rating in Canada or the United States, it will be restricted to audiences aged 18 years and older.

  • Film, TV show, and game trailers rated for audiences over the age of 18 years are not allowed in the following markets:

    • Japan, South Korea, Taiwan

  • Film, TV show, and game trailers that reference adult content or themes are not allowed in the following markets:

    • Japan


Food and beverages

  • All food and beverages are not allowed in Kazakhstan

  • Raw food or beverages are not allowed in Vietnam

  • Food and beverages must respect and adapt to local culture and religious restrictions in the following markets:

    • Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, and United Arab Emirates

  • Pork food products are not allowed in Bangladesh


High in saturated fat, salt, and sugar (HFSS)

  • Food or drinks classified as high in fat, salt, or sugar (HFSS) are not allowed in the following markets:

    • Ireland, Norway, Portugal, United Kingdom


Weight loss products or services

  • Waist trainers and face and body sculpting products are not allowed in the following markets:

    • Belarus and Kazakstan


Products or services designed for minors

  • Products or services designed for minors, including toys, children's clothing, diapers, baby products, infant food, tutoring services, and summer camps are allowed, but will be restricted to audiences aged 18 years and older in the following markets:

    • Argentina, Brazil, Canada, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, Guatemala, Mexico, Panama, Peru, United States, Uruguay

  • Branded Content promoting products or services designed for minors is not allowed to speak to or exhort minors, or appear overly childish in an attempt to appeal to minors in the following markets:

    • Argentina, Brazil, Canada, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, Guatemala, Mexico, Panama, Peru, United States, Uruguay


Professional services

  • Real estate and real estate services are not allowed in Belarus, Kazakhstan, and Ukraine

  • Employment services are not allowed in Belarus and Kazakhstan

  • Overseas medical institutions, financial services, and real estate services are not allowed in Japan


Religious content

  • All religious content is not allowed in the following markets:

    • Japan, South Korea, Taiwan


Underwear

  • Underwear is not allowed to be shown on a model in the following markets:

    • South Korea, Taiwan


Other products and services by market

Australia and New Zealand

The following are not allowed:

  • Adoption and surrogacy services

  • Therapeutic goods, such as vitamins and healthcare supplements, sunscreens, and medical devices

  • Charities

Belarus

The following are not allowed:

  • Dangerous toys, such as toys that may result in severe harm to personal safety, such as laser pens

  • Overseas education, such as services or opportunities related to studying outside of Belarus

  • Offline entertainment events, such as real life music events

Kazakhstan

The following are not allowed:

  • Dangerous toys, such as toys that may result in severe harm to personal safety, such as laser pens

Vietnam

The following are not allowed:

  • The sale of gold pieces

  • Mimicking gambling, such as games, apps, or other media content that mimicks gambling