TikTok has placed additional limits on ads targeting teenagers in the United States, as well as AI disclosure requirements for marketers.

These improvements aim to protect younger users and increase overall ad transparency, which could affect how advertisers reach and connect with TikTok’s audience. It’s also an example of a social platform deciding to develop stronger user privacy safeguards rather than having government impose them.

Significant changes. TikTok announced the targeted restrictions, as well as a tool to help marketers comply with the platform’s demand that AI-generated content be tagged appropriately. Advertisers can now target solely teenagers with wide parameters such as location, language, and device information. Users get additional control over their ad preferences and off-TikTok data sharing.

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The bigger picture. TikTok is aligned with industry trends to preserve user privacy and promote transparency, following similar measures by platforms like as Meta. With around 25% of the TikTok audience under the age of 20, these developments could have a big impact on advertising efforts.

Restrictions on teen targeting may require brands that significantly rely on this group to adjust their marketing methods to maximize value and data.