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Branded Content Policy - Country-specific Requirements

In addition to the Branded Content restrictions outlined here, we recommend that you comply with the additional restrictions applicable to specific countries below. Otherwise, we may be required to prevent the content from being accessed in the relevant country or countries.

Our Branded Content and TikTok Ads policies differ. Content which is prohibited in Branded Content may still be allowed in TikTok Ads. If you would like to promote your content in TikTok Ads, then we recommend understanding and complying with our TikTok Advertising Policies.

European Economic Area, Switzerland, United Kingdom​

Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Iceland, Liechtenstein, Norway, Switzerland, United Kingdom​

The following are prohibited in Branded Content for EEA, Switzerland and United Kingdom:

  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.

  • Certain types of weight loss products/services are prohibited in Branded Content, which includes, but not limited to:

    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
    • Weight loss/management fasting products or such services are prohibited.
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.

  • Cosmetic surgery.

  • Energy drinks.

  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.

  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, allowed cosmetic treatments, nutritionists, GP services.

  • (Only in United Kingdom, Portugal, Norway, and Ireland) Food or drinks classified as high in fat, salt, or sugar (HFSS) - Includes junk food.

  • Cosmetics making medicinal claims.

    Please note:

  • Underwear is allowed as Branded Content in EEA, Switzerland and United Kingdom, but will be restricted to an 18+ audience.

  • Films, TV shows and Games are allowed as Branded Content in EEA, Switzerland and United Kingdom, but will be restricted to an 18+ audience.

The below Creative Guidelines apply to Branded Content in EEA, Switzerland and United Kingdom:

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Branded Content should not reference specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.
  • Branded Content must not promote an unhealthy relationship with food or exercise.

North America​

Canada and United States​

The following products and services are prohibited as Branded Content on TikTok (Please note that some of the following products and services may be allowed with targeting restrictions for regular paid ads.):

  • Alcohol - Including but not limited to alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol-making kits, and alcohol-sponsored events. This includes alcohol-free or non-alcohol alternatives and soft drinks presented as mixers for alcohol.

  • Contraceptive products and services - Condoms are not allowed to be advertised in Branded Content in addition to any products, services, artificial methods, or other techniques - medical or non-medical - to prevent or terminate pregnancies, including abortion-related services.

  • Cosmetic clinics and medical institutions - Including but not limited to cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, general practitioner services, online pharmacies, and telehealth providers.

  • Energy drinks.

  • Financial services - Including but not limited to loans, credit cards, credit building or repair services, buy now pay later services, investment, trading, cryptocurrency, NFTs, and multi-level marketing and pyramid schemes.

    • Exception: Debit cards, bank accounts, insurance, tax services, foreign exchange services, budgeting services and commemorative coins are allowed if already advertised with TikTok in regular ads.

  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, after-workout/protein powders, etc., gummies claiming to have vitamin content or health benefits.

  • Pharmaceutical and healthcare products - Including but not limited to any pharmaceutical product claiming health benefits, over-the-counter medicines, prescription drugs, medical devices, vitamins, powders, shakes or gummies claiming to have vitamin content or health benefits.

    • Exception: Beauty products - Topical beauty products for beauty, haircare, skincare, and personal care that do not make any medical claims.

  • Products or services designed for minors - Including but not limited to toys, children's clothing, diapers, baby products, infant food, tutoring services, summer camps, etc.

  • Shapewear - Including but not limited to products made of elasticated material that give the illusion of a smoother outline; underwear-like corsets and micro-thongs.

  • Sweepstakes and giveaways.

  • Professional services - Including but not limited to accounting services, legal services, and immigration services.

    • Exception: Taxation services that assist with filing government taxes are allowed.

  • Certain types of weight loss products or services: Including, but not limited to:

    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops]
    • Weight loss/management fasting products or such services are prohibited..
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.

    Please note:

  • Underwear is allowed as Branded Content in North America, but will be restricted to an 18+ audience.

  • Age rated films, TV shows and games are allowed as Branded Content in North America, but will be restricted to an 18+ audience.

  • Branded Content promoting products or services designed for minors should not speak to or exhort directly to minors, nor should it appear overly childish in an attempt to appeal to minors.

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.

  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise, can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Branded Content should not reference specific amounts of weight loss.

  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.

  • Branded Content must not promote an unhealthy relationship with food or exercise.

Latin America​

The following products and services are prohibited as Branded Content on TikTok (Please note that some of the following products and services may be allowed with targeting restrictions for regular paid ads.):

  • Alcohol - Including but not limited to alcoholic beverages (wine, beer, spirits, etc.), alcohol clubs/subscription services, alcohol-making kits, and alcohol-sponsored events. This includes alcohol-free or non-alcohol alternatives and soft drinks presented as mixers for alcohol.
  • Contraceptive products and services - Condoms are not allowed to be advertised in Branded Content in addition to any products, services, artificial methods, or other techniques - medical or non-medical - to prevent or terminate pregnancies, including abortion-related services.
  • Cosmetic clinics and medical institutions - cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, general practitioner services, online pharmacies, and telehealth providers.
  • Energy drinks.
  • Financial services - Including but not limited to loans, buy now pay later services, investment, trading, cryptocurrency, NFTs, debit cards, credit cards, bank accounts, insurance, tax services, budgeting services, and multi-level marketing and pyramid schemes.
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, after-workout/protein powders, etc., gummies claiming to have vitamin content or health benefits.
  • Media and Entertainment - content promoting Movie/TV Show trailers, as well as video games, are not allowed unless they feature the respective age content rating.
  • Pharmaceutical and healthcare products - Including but not limited to any pharmaceutical product claiming health benefits, over-the-counter medicines, prescription drugs, medical devices, vitamins, powders, shakes or gummies claiming to have vitamin content or health benefits.
    • Exception: Beauty products - Topical beauty products for beauty, haircare, skincare, and personal care that do not make any medical claims.
  • Products or services designed for minors - Including but not limited to toys, children's clothing, diapers, baby products, infant food, tutoring services, summer camps, etc.
  • Shapewear - Including but not limited to products made of elasticated material that give the illusion of a smoother outline; underwear-like corsets and micro-thongs.
  • Sweepstakes and giveaways.
  • Professional services - Including but not limited to accounting services, legal services, and immigration services.
  • Certain types of weight loss products or services: Including, but not limited to:
    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
    • Weight loss/management fasting products or such services are prohibited.
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.

Please note:

  • Underwear is allowed as Branded Content in Latin America, but will be restricted to an 18+ audience.
  • Branded Content promoting products or services designed for minors should not speak to or exhort directly to minors, nor should it appear overly childish in an attempt to appeal to minors.
  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise, can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Branded Content should not reference specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.
  • Branded Content must not promote an unhealthy relationship with food or exercise.

Middle East, North Africa, South Africa and Turkey​

Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Morocco, Oman, Qatar, Saudi Arabia, United Arab Emirates​

The following are prohibited in Branded Content for METAP:

  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Certain types of weight loss products/services are prohibited in Branded Content, which includes, but not limited to:
    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
    • Weight loss/management fasting products or such services are prohibited.
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.
  • Food & Drinks - Content promoting food must respect and adapt to local culture and religious restrictions.
  • Energy drinks - Energy drinks and anti-fatigue.
  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, allowed cosmetic treatments, nutritionists, GP services.
  • Cosmetics making medicinal claims.

Please note:

  • Underwear is allowed as Branded Content in METAP, but will be restricted to an 18+ audience.
  • Films, TV shows and Games are allowed as Branded Content in METAP but will be restricted to an 18+ audience.

The below Creative Guidelines apply to Branded Content in METAP:

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Branded Content should not reference specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.
  • Branded Content must not promote an unhealthy relationship with food or exercise.

Israel​

The following are prohibited in Branded Content for Israel:

  • Certain types of weight loss products/services are prohibited in Branded Content, which includes, but not limited to:
    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
    • Weight loss/management fasting products or such services are prohibited
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Energy drinks.
  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.
  • Cosmetics making medicinal claims.

Please note:

  • Underwear is allowed as Branded Content in Israel, but will be restricted to an 18+ audience.
  • Films, TV shows and Games are allowedas Branded Content in Israel, but will be restricted to an 18+ audience.-

The below Creative Guidelines apply to Branded Content in Israel

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Branded Content should not reference specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.
  • Branded Content must not promote an unhealthy relationship with food or exercise.

Turkey​

The following are prohibited:

  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and fasting services and products.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Energy drinks - Energy drinks and anti-fatigue.
  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.

South Africa​

The following are prohibited:

  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and fasting services and products.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Real Estate - Real estate services and investment franchise services.
  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits.

Northeast Asia​

Korea​

The following are prohibited:

  • Underwear product with model fitting.
  • Religious content.
  • Medical institutions - Medical institutions including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.
  • Age-rated films, TV shows and games - Films, TV shows and games which are rated as only suitable for persons aged 18 years and older.

Japan​

The following are prohibited:

  • Medical institutions, Pharmaceuticals, Healthcare - Ads related to venereal diseases, psychiatry, genitals, breast augmentation, hormones.
  • Weight loss products or services-including but not limited to weight loss clinics, weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas and fasting services and products).
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, after-workout/protein powders, etc.
    • Products comply with Japanese medical law, Pharmaceutical and Medical Device Act, Act against Unjustifiable Premiums and Misleading Presentations, and various industry guidelines.
  • Financial services - Including but not limited to loans, credit cards, credit building or repair services, buy now pay later services, investment, trading, cryptocurrency, NFTs, and multi-level marketing and pyramid schemes.
  • Overseas medical institutions, various financial and real estate services.
  • Gambling - all gambling products and services, including but not limited to, casinos, sportsbetting, sweepstakes, gambling branding, any content from gambling brands or sponsored by gambling brands.
  • Professional services - Including but not limited to accounting services, legal services, and immigration services
  • Religious content
  • Nightclubs and Brothels- any services that are related to adult entertainment
  • Age-rated films, TV shows and games - Films, TV shows and games which are rated as only suitable for persons aged 18 years and older.

Taiwan​

The following are prohibited:

  • Medical institutions - Medical institutions including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.
  • Underwear product with model fitting.
  • Religious content.
  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas or lollipops) and fasting services and products.
  • Age-rated films, TV shows and games - Films, TV shows and games which are rated as only suitable for persons aged 18 years and older.

South Asia​

Bangladesh​

The following are prohibited:

  • Pork products.
  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits for persons aged 18+.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services for persons aged 18+.
  • Condoms and contraceptives are restricted to persons aged 18+.
  • Mimicking gambling is restricted to persons aged 18+.

Sri Lanka​

The following are prohibited:

  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits for persons aged 18+.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services for persons aged 18+.
  • Condoms and contraceptives are restricted to persons aged 18+.
  • Mimicking gambling is restricted to persons aged 18+.

Southeast Asia​

Indonesia, Malaysi​

The following are prohibited:

  • Pork products.
  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.
  • Condoms are restricted to persons aged 18+, and no other forms of contraceptives/pills are allowed.
  • Mimicking gambling is restricted to persons aged 18+.

Vietnam​

The following are prohibited:

  • Raw food/beverages.
  • Sale of gold piece.
  • Weight loss products or services - Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Mimicking gambling.
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.
  • Condoms are restricted to persons aged 18+, and no other forms of contraceptives/pills are allowed.

Cambodia, Philippines, Singapore, Thailand​

The following are prohibited:

  • Weight loss products or services- Weight loss/management supplements (including fat burning pills, appetite suppressants, weight loss/detox teas, or lollipops) and weight loss services like weight loss surgery.
  • Infant food - Infant food, including but not limited to milk powder, dietary supplements, etc.
  • Food supplements and vitamins - Including but not limited to vitamins, powders, shakes, gummies, tablets that claim to have vitamin or health benefits.
  • Cosmetic clinics and medical institutions - Cosmetic clinics and medical institutions, including dental surgeries, opticians, cosmetic surgeries, nutritionists, GP services.
  • Condoms are restricted to persons aged 18+, and no other forms of contraceptives/pills are allowed.
  • Mimicking gambling is restricted to persons aged 18+.

Eastern Europe​

Belarus​

The following are prohibited:

  • Non-alcoholic drinks from alcohol brands.
  • Energy drinks.
  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claim to have vitamin or health benefits, etc.
  • Certain types of weight loss products/services are prohibited in Branded Content, including but not limited to:
    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
    • Weight loss/management fasting products or such services are prohibited.
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.
  • Baby food - Infant formula, dietary supplements for babies, etc.
  • Real estate.
  • Psychological consulting services.
  • Cosmetology services - Plastic surgeries, tattoo services, or laser hair removal services in professional places, etc.
  • Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
  • Employment services.
  • Overseas education - Services/opportunities related to studying outside of Belarus.
  • Offline entertainment events - Real life music events, etc.

Please note:

  • Underwear is allowed as Branded Content in Belarus, but will be restricted to an 18+ audience.

The below Creative Guidelines apply to Branded Content in Belarus:

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise can lead to weight loss or gain; performance exaggerations; or suggestions that losing/gaining weight is easy, or guaranteed. Branded Content should not reference specific calories or specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging which could make users feel negative about the way they look, must not suggest that you must look a certain way, that there's a perfect way to look, or that if you look a certain way you will be more desirable, successful, happy or popular for that reason.
  • Branded Content must not promote an unhealthy relationship with food or exercise.
  • Branded Content promoting movies, TV shows, and games: Age rating of the movie/TV show/game must appear in the content.

Kazakhstan​

The following are prohibited:

  • Food/beverages.
  • Food supplements and vitamins - Vitamins, powders, shakes, gummies claiming to have vitamin or health benefits, etc.
  • Certain types of weight loss products/services are prohibited in Branded Content, including but not limited to:
    • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
    • Weight loss/management fasting products or such services are prohibited.
    • Waist trainers, face and body sculpting products are prohibited.
    • Weight loss injections/surgery are prohibited.
  • Baby food - Infant formula, dietary supplements for babies, etc.
  • Real estate.
  • Psychological consulting services.
  • Cosmetology services - Plastic surgeries, tattoo services, or laser hair removal services in professional places, etc.
  • Dangerous toys - Toys that may result in severe harm to personal safety, such as laser pens, etc.
  • Employment services.
  • Skincare products and cosmetics - Including perfumes, teeth whitening kits, hair coloring/perming products, hair removal products, tanning products, etc.

Please note:

Underwear is allowed as Branded Content in Kazakhstan but will be restricted to an 18+ audience.

The below Creative Guidelines apply to Branded Content in Kazakhstan:

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must prepare claims with a sense of responsibility; must not promise that the product alone, without diet or exercise, can lead to weight loss or gain; avoid performance exaggerations or suggestions that losing/gaining weight is easy or guaranteed. Branded Content should not reference specific calories or specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging that could make users feel negative about the way they look; it must not suggest that you must look a certain way, that there's a perfect way to look, or that looking a certain way will make you more desirable, successful, happy, or popular.
  • Branded Content must not promote an unhealthy relationship with food or exercise.
  • Branded Content promoting movies, TV shows, and games: Age rating of the movie/TV show/game must appear in the content.

Oceania​

Australia​

The following are prohibited in Branded Content for Australia:

  • Alcohol - including but not limited to alcohol beverages, alcohol branding, any content from alcohol brands or sponsored by alcohol brands, and alcohol-free or no-alcohol drinks from alcohol brands.
  • Cosmetic clinics and medical institutions - Including but not limited to dental surgeries, opticians, cosmetic surgeries, nutritionists, psychological consulting services, general practitioner services, online pharmacies, and telehealth providers.
  • Financial services - including but not limited to debit cards, credit cards, bank accounts, insurance, cryptocurrency, forex trading, buy now pay later, and loans.
  • Gambling - all gambling products and services, including but not limited to casinos, sports betting, sweepstakes, gambling branding, any content from gambling brands or sponsored by gambling brands.
  • Professional Services - Accounting and taxation services.
  • Adoption and surrogacy services.
  • Infant food - Including but not limited to milk powder, dietary supplements, etc.
  • Pharmaceuticals, Healthcare, and Medicine products - Clinical trial recruitment, veterinary medicines, etc.
  • Therapeutic goods - Vitamins and healthcare supplements, sunscreens, medical devices, etc.
  • Media and Entertainment - Films, TV shows, and games.
  • Charities.
  • Contraceptive products and services - Condoms are not allowed to be advertised, in addition to any products, services, artificial methods, or other techniques - medical or non-medical - to prevent or terminate pregnancies, including abortion-related services.

Certain types of weight loss products/services are prohibited in Branded Content, including, but not limited to:

  • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
  • Weight loss/management fasting products or such services are prohibited.
  • Waist trainers, face and body sculpting products are prohibited.
  • Weight loss injections/surgery are prohibited.

Please note:

Underwear is allowed as Branded Content in Australia, but will be restricted to an 18+ audience.

The below Creative Guidelines apply to Branded Content in Australia:

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must present claims with a sense of responsibility; must not promise that the product alone, without diet or exercise, can lead to weight loss or gain; avoid performance exaggerations or suggestions that losing/gaining weight is easy or guaranteed. Branded Content should not reference specific calories or specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging that could make users feel negative about the way they look; it must not suggest that you must look a certain way, that there's a perfect way to look, or that looking a certain way will make you more desirable, successful, happy, or popular.
  • Branded Content must not promote an unhealthy relationship with food or exercise.

New Zealand​

The following are prohibited in Branded Content for New Zealand:

  • Alcohol - including but not limited to alcohol beverages, alcohol branding, any content from alcohol brands or sponsored by alcohol brands, and alcohol-free or no-alcohol drinks from alcohol brands.
  • Cosmetic clinics and medical institutions - Including but not limited to dental surgeries, opticians, cosmetic surgeries, nutritionists, psychological consulting services, general practitioner services, online pharmacies, and telehealth providers.
  • Financial services - including but not limited to debit cards, credit cards, bank accounts, insurance, cryptocurrency, forex trading, buy now pay later, and loans.
  • Gambling - all gambling products and services, including but not limited to casinos, sports betting, sweepstakes, gambling branding, any content from gambling brands or sponsored by gambling brands.
  • Professional Services - Accounting and taxation services.
  • Energy drinks.
  • Adoption and surrogacy services.
  • Infant food - Including but not limited to milk powder, dietary supplements, etc.
  • Skincare products and cosmetics - Including permanent makeup products, etc.
  • Pharmaceuticals, Healthcare, and Medicine products - Clinical trial recruitment, veterinary medicines, medical devices, etc.
  • Media and Entertainment - Films, TV shows, and games.
  • Charities.
  • Contraceptive products and services - Condoms are not allowed to be advertised, in addition to any products, services, artificial methods, or other techniques - medical or non-medical - to prevent or terminate pregnancies, including abortion-related services.

Certain types of weight loss products/services are prohibited in Branded Content, including, but not limited to:

  • Ingestible products claiming to burn fat or help to lose/gain weight are prohibited [e.g. fat burning pills, appetite suppressants, weight loss/detox teas/lollipops].
  • Weight loss/management fasting products or such services are prohibited.
  • Waist trainers, face and body sculpting products are prohibited.
  • Weight loss injections/surgery are prohibited.

Please note:

Underwear is allowed as Branded Content in New Zealand, but will be restricted to an 18+ audience.

The below Creative Guidelines apply to Branded Content in New Zealand:

  • Branded Content promoting weight control/management products must not feature anyone under 18 years of age.
  • Branded Content for dieting and other weight management products must present claims with a sense of responsibility; must not promise that the product alone, without diet or exercise, can lead to weight loss or gain; avoid performance exaggerations or suggestions that losing/gaining weight is easy or guaranteed. Branded Content should not reference specific calories or specific amounts of weight loss.
  • Branded Content must not promote or reinforce negative or unhealthy body images and must not exploit insecurities to conform to certain beauty ideals or standards. Branded Content must not contain insulting, offensive, or distasteful messaging that could make users feel negative about the way they look; it must not suggest that you must look a certain way, that there's a perfect way to look, or that looking a certain way will make you more desirable, successful, happy, or popular.
  • Branded Content must not promote an unhealthy relationship with food or exercise.