Business Announcement

TikTok expands TAG Brand Safety Certification

By TikTok for Business@tiktokforbusiness

TikTok today announced that we have expanded our TAG Brand Safety Certified status to all of North America, Europe, Australia and New Zealand. Awarded by the Trustworthy Accountability Group (TAG), the leading global certification program, this certification recognises TikTok for setting rigorous brand safety standards to protect the safety of our community, provide brand protection, and ensure transparency into our practices. This latest milestone comes after TikTok was initially awarded TAG Brand Safety Certified status for the United Kingdom at the September launch of the certification program.

Blake Chandlee, Vice President, Global Business Solutions, TikTok "At TikTok, we strive to create a safe, welcoming environment for both users and brands. It's an honour to be further recognised by TAG for our efforts in building a safe space for creative self-expression and fostering trust in the industry. TikTok shares TAG's commitment to promote brand safety and strengthen the overall digital advertising ecosystem. We also know we are at our best when we partner with industry bodies like TAG to inform our processes, policies and products, and we are excited to take this next step in our ongoing partnership."

Mike Zaneis, CEO of TAG "Digital advertising reaches across oceans and borders, so we are pleased to recognise TikTok for taking the steps necessary to extend its TAG Brand Safety Certified status to top markets around the world. By adopting industry best practices to protect its partners and the supply chain from the full range of potential brand safety threats, TikTok is demonstrating the platform's strong commitment to the safety of its growing community and the protection of brands within that community. We look forward to continuing to work with TIkTok to raise the bar for other companies across the digital ad supply chain."

The TAG Brand Safety Certified Program is the ad industry's largest and broadest global brand safety certification program. To achieve brand safety certification, TikTok was required to prove:

  • That all new and updated agreements for digital advertising services adhered to TAG’s Brand Safety Principles, including specific brand safety criteria, policies, and procedures, as well as takedown, monitoring, and compliance requirements.

  • That 100% of our monetizable transactions are independently reviewed by one or more content verification providers or inclusion/exclusion lists as defined in our digital advertising agreements. We must also explain our policies around our AI and human content moderation.

  • That we document the specific policies and procedures we have put in place to minimise the risk of ad misplacement.

As a young platform, our journey is just beginning. While we strive to create a safe platform for creative self-expression, we are also working tirelessly to build the world's most trusted environment for brands, built on a foundation of safety, transparency and accountability. We prioritise safety, transparency and accountability to ensure advertisers not only have a safe space to build their brand, but are always aware of the steps we are taking to make our platform safe. This TAG certification is now the latest reflection of our commitment to uphold industry standards, champion transparency and give brands confidence in our dedication to trust and safety.

Throughout the past year we have made significant strides in ensuring the safety of our community through industry-leading tools like Family Pairing and changing age defaults for younger users, as well as through our Transparency Reports and Transparency and Accountability Centres. To ensure safe and transparent advertising, we have also teamed up with leading partners like OpenSlate on our TikTok Brand Safety Solution and recently received Gold Standard Certification from the IAB UK. Our work is never done, and we will continue to build with safety and transparency at our core, while working with the industry to inform our policies, practices and products.

See some of our platform safety efforts, our Advertising guidelines, and Inspiration for Brands.

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