TikTok Ads Misleading Claims Policy: Rules, Examples and Fixes
The TikTok ads misleading claims policy says ad content and landing pages must not promise or exaggerate results concerning a product's effect, and must not use absolute terms about a product in relation to time, region or brand. TikTok also restricts before-and-after comparisons that give a false impression, and rejects ads whose price, discount or promotion does not match the landing page.
Checked October 2026. Sources are listed at the end of the page.
TikTok groups these rules under its Misleading and false content policy, part of the TikTok Advertising Policies. The policy covers more than the words in your caption. It applies to the video, any text on screen, the landing page the ad sends people to, and how AI-generated content is disclosed. This guide sets out each rule in plain English, gives TikTok's own examples of what is not allowed, and shows how to rewrite a risky claim before you submit the ad for review. Every rule below comes from TikTok's ads help center. Policies change, so read the official page before a large launch.
| Rule | What TikTok does not allow | TikTok's example or note |
|---|---|---|
| Promised or exaggerated results | Ad content and landing pages that promise or exaggerate a product's effect | Lotion: "Get slim legs right away." |
| Absolute terms | Absolute claims about a product in relation to time, region or brand | "Number 1 essence on TikTok" |
| Fast money claims | Exaggerated claims about financial outcomes | Financial product: "Get money in 10 seconds." |
| Health claims | Cures that cannot be true | Claims of cures for incurable diseases |
| Before-and-after comparisons | Product effect comparisons that give a false or distorted impression of results | Showing wrinkles disappearing after using a cream |
| Comparisons with other brands | Malicious or subjective claims against a named brand | Comparative claims may be allowed with evidence or a clear disclaimer |
| Inconsistent information | A price, discount or promotion that does not match the landing page, or missing terms | Ad says up to 50% off, website says up to 30% off |
| Clickbait | Buttons and elements that do not work as they appear | Fake play buttons and fake close buttons |
| AI-generated content | Significantly edited or AI-generated media without disclosure | Use the AIGC label or your own clear disclaimer, caption, watermark or sticker |
| Identity misuse | Using a public figure's likeness without permission | Includes a false endorsement |
| Get-rich claims | Ambiguous claims on how to get rich, or guarantees of winning | From the Deceptive practices policy |
TikTok Ads Misleading Claims Policy: Rules, Examples and Fixes
List every claim in the ad
Write down each claim in the caption, the on-screen text, the voiceover and the landing page. Include prices, discounts, timings ("in a week"), rankings ("best", "number 1") and results ("clear skin", "more sales").
Remove promises and absolutes
Rewrite any line that promises a result or uses an absolute term. "Get slim legs right away" becomes a description of what the product is and how to use it. "Number 1 on TikTok" becomes a specific, provable fact or is cut.
Match the ad to the landing page
Open the landing page next to the ad. The product, price, discount and any "prizes to be won" must appear there in the same form, with the terms and conditions. If the page says up to 30% off, the ad cannot say up to 50% off.
Check comparisons and before-and-after shots
Drop before-and-after visuals that could give a false impression of results. If you compare with another brand, keep it factual, avoid negative judgements, and have the evidence or a clear disclaimer ready.
Disclose AI-generated content
If the video or images are fully AI-generated, or a real person is shown doing or saying something they did not, apply TikTok's AIGC label or add your own clear disclaimer, caption, watermark or sticker. Minor edits such as removing a background do not count as significant.
Run a final word check
Paste the caption into the free Ad Policy Word Checker to spot phrases TikTok policies may flag, then use the TikTok ad character counter to confirm the caption fits. In Infinall AI you can ask Infinall Chat to rewrite a flagged line in your saved brand voice.
What counts as a misleading claim on TikTok
TikTok's rule has two parts. First, ad content and landing pages must not promise or exaggerate results concerning a product's effect. Second, ads must not feature absolute terms about a product in relation to time, region or brand. So "right away", "guaranteed" and "number 1" are the kind of words that trigger a rejection, because they state an outcome or a ranking the viewer cannot check.
TikTok's own examples of what is not allowed include a lotion ad saying "Get slim legs right away.", a financial product saying "Get money in 10 seconds.", claims of cures for incurable diseases, and "Number 1 essence on TikTok". The Deceptive practices policy adds ambiguous claims on how to get rich, guarantees of winning, and ads that do not mention the risk of a financial product.
The landing page is part of the ad
Many rejections come from a mismatch, not a bad claim. TikTok does not allow ad content and landing pages with mismatched or inconsistent information on the promotion, price or discounts, including missing disclaimers or terms and conditions. Its examples: an ad that shows product A while the website shows product B, a "Prizes to be won!" promotion with no details on the landing page, and a website too vague to tell if it relates to the ad.
Before you submit, click through from the ad as a viewer would. If a sale has ended or a price has changed, update the ad first.
AI-generated ads and the disclosure rule
TikTok allows significantly edited media and AI-generated content in ads if you disclose it, with the AIGC label or a clear disclaimer, caption, watermark or sticker of your own. Significant means content that is completely AI-generated, a person shown doing something they did not do, or a person made to say something they did not say with a cloned voice. If TikTok finds AI-generated content that was not disclosed, the ad will be rejected or restricted. Separately, you cannot use a public figure's likeness without their permission.
This matters if you make ads with any AI tool, including Infinall AI. Infinall AI makes images, motion videos, video on Pro, voiceovers and copy from your saved brand, so plan the disclosure into the video or caption before upload.
Rewrites that keep the message
Policy-safe copy can still sell. Swap the promise for the reason to believe:
- "Clear skin in 7 days" becomes "A daily serum made with ingredients listed on our site."
- "The number 1 app for budgeting" becomes "Track every expense in one place."
- "Guaranteed income" becomes a plain description of what the course teaches, with the risk stated.
- "Up to 50% off" stays only if the landing page shows the same offer.
Keep claims you can prove, and keep the proof on the landing page.
Where Infinall AI helps and where it does not
Infinall AI does not review ads for TikTok policy and cannot guarantee approval; TikTok's ad review decides that. What it can do is speed up the rewrite: Infinall Chat writes and rewrites copy using your Brand Brain, and the free Ad Policy Word Checker flags risky phrases. You can share a review link so a client or legal reviewer approves each asset before it goes live. With a connected TikTok ad account (Pro), the paid ads composer can run the ad, and the ad platform charges the budget to your own ad account. Free gives 1,000 credits every month with no card; Pro costs $10 for the first month, then $30 a month or $299 a year.
Frequently asked questions
Can I say my product is the best on TikTok ads?
Avoid it. TikTok does not allow absolute terms about a product in relation to time, region or brand, and lists "Number 1 essence on TikTok" as an example of what is not allowed. Use a specific fact you can prove instead.
Are before-and-after videos allowed in TikTok ads?
TikTok does not allow product effect comparisons, such as before-and-after results, that may give viewers a false or distorted impression of the outcome. Its example is wrinkles disappearing after using a cream.
Can I compare my product with a competitor?
Comparative claims may be allowed if you provide evidence or a clear disclaimer. Malicious claims, and subjective claims that make negative judgements about another brand's price, features or quality, are not allowed.
Do AI-made TikTok ads need a label?
Yes, if the content is significantly edited or AI-generated. Apply TikTok's AIGC label or add your own clear disclaimer, caption, watermark or sticker. Undisclosed AI-generated content leads to rejection or restriction.
What happens if I keep breaking the policy?
The ad is rejected or restricted. TikTok's Deceptive practices policy also says accounts that engage in these behaviors or show patterns of abuse may be suspended or banned.
Sources and checks
Every price, rating and number on this page comes from the source pages below, checked October 2026. Prices and plans change often, so confirm on the vendor's own page before you buy.
- TikTok Advertising Policies: Misleading and false content, checked October 2026
- TikTok Advertising Policies: Deceptive practices, checked October 2026
- Infinall AI plans and prices
- Infinall AI paid ads from the Social Hub