TikTok Cracks Down on Ad Targeting for Minors, Clears New Policy on AI Transparency
In a move that reflects growing industry concern over user privacy, especially for younger demographics, TikTok has moved the needle toward stricter regulations for teen ad targeting and introduced a new policy that will compel advertisers to disclose whether or not they use generative AI in their ads and content. Overall, these changes will create a safer online environment for TikTok users under 18, while offering them greater control over their data and the type of content they see on the platform.
Protecting Young Users: The Why Behind
With roughly a quarter of its user base falling under the age of 20, TikTok bears a huge responsibility when it comes to protecting younger users from potentially negative influences. Targeted advertising, while effective, can raise concerns about exploiting user data and manipulating young audiences.
This trend isn’t Hail Mary territory for Tiktok, as a similar wave of regulations became a broader trend observed across a handful of social media platforms. Meta, for instance, has also recently implemented stricter controls on teen ad targeting. By prioritising user privacy, TikTok and Meta aim to build trust among parents about prolonged use of the platform, as well as encourage responsible practices among its advertisers.
Breaking Down the Changes: What You Need to Know
Limited Targeting for Teens
Previously, advertisers could leverage a wider range of data points to target teenagers on TikTok. Now, U.S. advertisers are restricted to using broader options like location, language, and device information. This limits the ability to create highly personalised ad campaigns specifically aimed at teens.
To compare, Meta ceased showing ads to teens in the EU, EEA, and Switzerland in light of the impact of EU regulation starting November 6, 2023. Advertisers were enjoined to avail of two workarounds if they see their ads paused because of it: either to raise the age of the target audience or remove the regions in question.
User Control Over Sharing
The update empowers users with greater control over their data and the type of advertising they see. Users will now have more options to manage their ad interests and restrict the sharing of data collected from outside of TikTok. This increased transparency allows users to make informed choices about their online experience.
AI Content Transparency
As AI continues to permeate the online world, so does the need for transparency about its use. The new regulations require advertisers to disclose when their ads utilise AI-generated content. This disclosure empowers users to be aware of the technology behind the content they consume.
A Better Shift in Advertising Strategies
These changes will certainly impact advertising strategies on TikTok. Brands that heavily rely on reaching digital natives like teenagers may need to adapt their approach and explore alternative targeting methods. Focusing on broader demographics or leveraging content creators for organic reach could become more prominent strategies. On the other hand, for advertisers who utilise AI to generate ad content, the disclosure requirement necessitates clear communication within the ad itself, which informs users to understand the nature of the content they are viewing.
Looking far ahead, the true impact of these changes will become evident as advertisers adjust their strategies and users engage with the platform. Metrics such as click-through rates, brand engagement, and overall ad performance will be key indicators of whether the new regulations achieve their intended goals.
It will also be interesting to observe if this increased user control translates into greater trust and engagement with the platform. Ultimately, the success of these changes will be measured by a combination of factors, including user satisfaction, responsible advertising practices, and a safe online environment for younger audiences.
These changes by TikTok reflect a growing awareness within the tech industry about the importance of user privacy and responsible advertising practices. As social media platforms continue to evolve, we can expect to see further developments that prioritise user safety and empower individuals to control their online experiences. We hope more social media platforms follow suit.
