TikTok has announced changes to its advertising policies for users aged 13-17 in response to increased privacy and data protection scrutiny. These adjustments align with the European Union’s Digital Services Act (EU DSA), which aims to create safer digital environments and protect user rights.
To comply with the EU DSA, TikTok now restricts advertisers from specifically targeting teenagers. Advertisers must select ‘All’ ages and cannot use interest-based targeting to reach this demographic. These changes were gradually rolled out after a beta phase, starting late last year and completed in early 2024.
The EU DSA requires social media platforms to enhance accountability for content accessed by minors and ensure data privacy. TikTok’s policy update reflects the industry’s move toward stronger protections for younger users.
Other social media platforms are also making similar changes. Facebook, Instagram, Snapchat, and YouTube have all introduced restrictions on ad targeting for users under 18, limiting the use of data such as interests and activities for personalised ads. YouTube has also disabled personalised ads on content made for children and tightened its data collection policies.
TikTok’s recent adjustments are particularly thorough, reflecting a cautious approach to ensure full compliance. This highlights TikTok’s commitment to user safety and sets a high standard for balancing business interests with regulatory compliance.
A recent BBC news article highlighted a warning from Ofcom that social media sites could be named and shamed – and banned for under-18s – if they fail to comply with new online safety rules.
The Technology Secretary, Michelle Donelan, urged big tech to take the codes seriously, stating, “To platforms, my message is engage with us and prepare. Do not wait for enforcement and hefty fines – step up to meet your responsibilities and act now.”
Breaking the rules could result in fines of up to 10% of global revenue for tech companies, or £18m – whichever is bigger. Bosses could even face time in prison.
TikTok’s new policies prevent targeting teenagers directly, but advertisers can still reach them by selecting ‘All’ ages and creating engaging content for a broader audience. Producing appealing content for teens allows advertisers to engage this demographic without specific targeting. Advertisers will need to adapt their strategies to comply with these new regulations and ensure they reach their target audience effectively.
Get in touch today to find out how we can help with your advertising campaigns kim.mclellan@hunterlodge.co.uk
