Business Announcement

TikTok achieves IAB Gold Standard 2.0

By TikTok for Business@tiktokforbusiness

TikTok has today received Gold Standard 2.0 certification from IAB UK, the industry body for digital advertising, in recognition of our efforts to continuously raise standards and provide the best possible advertising environment for brand partners.

At TikTok, we share IAB UK's commitment to proactively mitigating the risk of brand safety issues, reducing ad fraud and improving people's overall experience of digital advertising. Building on the first IAB UK Standard in 2017, Gold Standard 2.0 aims to enhance transparency and address privacy concerns in the industry by reviewing data protocols against a standardised process. Companies must meet several new rigorous criteria in order to achieve certification, including the implementation of IAB Tech Lab’s app-ads.txt, and the provision of documentation and insight to demonstrate their compliance with the GDPR and ePrivacy Directive.

Stuart Flint, Head of Global Business Solutions, TikTok Europe, said: "As a platform with such a strong focus on user-generated content, we take our responsibility very seriously to ensure an in-app environment where people feel free to express themselves - for that they must feel safe, which in turn creates a safe environment for brands. That's why we're continuing to invest in new measures and work with respected industry partners to build out our suite of viewability and safety solutions for advertisers. We look forward to building on Gold Standard 2.0 and working with IAB UK to promote transparency, privacy and safety across the digital advertising industry."

Nickesh Patel, AdTech Manager, IAB UK, added: “Congratulations to TikTok on becoming Gold Standard 2.0 certified. We’re delighted to have their support as we work to create a more sustainable future for digital advertising. We have evolved the Gold Standard to ensure that it remains relevant, robust and effective at addressing current industry challenges – yet its success relies on our members’ willingness to embrace the initiative and get involved. By working together as an industry, we can achieve a lot more than we can alone - upholding shared values and helping to improve the digital ecosystem for all parties, not least the end user.”

We have complied with the following measures as part of our Gold Standard 2.0 certification:

  • Adopting the IAB Tech Lab’s app-ads.txt initiative to reduce ad fraud. This makes clear that TikTok ad inventory can only be purchased directly through TikTok advertising systems and we do not have any other authorised sellers or resellers.

  • Achieved the Trustworthy Accountability Group’s Brand Safety Certification - the largest certification programme of its kind in the global ad industry.

  • Demonstrating our support for a positive user experience by promoting the Coalition of Better Ads' Better Ads Standards for mobile web.

  • Support for GDPR and ePrivacy law, enabling users to manage their advertising preferences.

  • Ensuring TikTok employees complete IAB Gold Standard training.

We have also created the TikTok Academy, an educational programme for brands and media agencies which covers the unique solutions, tools and creative best practice principles to help them confidently execute a TikTok campaign. For more information, get in touch here.

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