Why TikTok Ads May Not Be Approved and How to Fix It: Complete Guide

TikTok has strict advertising policies and guidelines to ensure that ads meet certain standards and provide a positive user experience. If your ad is not approved, there could be multiple reasons behind it. Understanding the reasons for rejection and how to fix the issue will help you get your ad approved quickly and improve your ad campaign performance.

1. Violation of TikTok’s Advertising Policies

TikTok has a well-defined set of advertising policies that aim to prevent harmful content, misleading ads, and ads promoting prohibited products or services.

Common Reasons for Rejection:

Prohibited Content: Ads that contain hate speech, explicit or graphic content, violence, or illegal activities are rejected.
Misleading Information: Ads with false claims, scams, or clickbait titles will be flagged.
Discrimination or Harassment: Ads promoting discriminatory behavior or harassment are not allowed.
Illegal Products/Services: Ads promoting products or services that are illegal (such as drugs or counterfeit goods) will be rejected.

How to Fix It:

Review TikTok’s Ad Policies: Familiarize yourself with the platform’s ad guidelines to ensure your ad complies with their standards.
Check Content: Make sure your ad doesn’t contain any inappropriate or offensive content. If your ad makes a claim (e.g., product effectiveness), back it up with evidence or data.
Adjust Ad Messaging: If your ad contains aggressive or discriminatory messaging, revise it to be more inclusive and respectful.

2. Non-Compliance with TikTok’s Community Guidelines

TikTok’s Community Guidelines are designed to ensure a safe and welcoming environment for users. Ads that violate these guidelines will be rejected.

Common Issues:

Excessive Violence or Graphic Content: Ads containing violent or disturbing visuals are not allowed.
Sensitive Topics: Ads that exploit sensitive events (like tragedy or disaster) can be flagged.
Harmful or Dangerous Products: Ads promoting products that can cause harm or injury (e.g., extreme diets, unapproved health supplements) will be rejected.

How to Fix It:

Review Community Guidelines: Ensure that your ad does not promote harmful or dangerous content.
Sensitive Messaging: If your ad addresses sensitive topics, ensure it is done in a respectful and responsible manner. Be cautious when dealing with topics like health, death, or trauma.
High-Quality, Non-Violent Content: Ensure your ad does not include graphic or inappropriate content. Use positive, safe, and engaging visuals.

3. Technical Issues with the Ad

TikTok has technical standards that must be followed for your ads to be approved. If your ad doesn’t meet these requirements, it will be rejected.

Common Issues:

Incorrect Format: TikTok requires specific video formats, usually 9:16 aspect ratio (vertical video), with a maximum file size of 500MB.
Low-Quality Content: Ads with poor quality (e.g., pixelated images, unclear audio, or bad lighting) are not approved.
Excessive Text Overlays: TikTok has guidelines on the amount of text you can include in your ad. Ads with too much text or improperly placed text may be rejected.

How to Fix It:

Adhere to TikTok’s Ad Specifications: Check TikTok’s ad guidelines to ensure your ad meets the format, resolution, and file size requirements. Ensure your video is high quality, with proper resolution, lighting, and audio.
Optimize for Quality: Make sure your ad visuals and sound are clear and professional. Avoid using blurry or poorly edited images and videos.
Text Overlays: Keep text minimal and ensure it’s readable. Avoid using too much text or placing it in a way that obstructs key parts of the video.

4. Ad Content Doesn’t Align with TikTok’s Audience

TikTok has a broad and diverse audience, so your ads should appeal to users in a way that fits TikTok’s unique culture and the interests of its audience.

Common Issues:

Irrelevant Content: Ads that don’t align with the interests or culture of TikTok’s users can be rejected.
Targeting the Wrong Audience: Ads that target too broad or irrelevant a group may be rejected for not meeting TikTok’s targeting standards.

How to Fix It:

Understand TikTok’s Audience: Ensure your ad content resonates with TikTok’s younger, trend-focused audience. Avoid using outdated, off-platform themes or content that doesn’t align with the TikTok community.
Refine Your Target Audience: Use TikTok’s targeting tools to ensure you’re reaching the right demographic, interests, and behaviors. Make sure your ad speaks to the target audience’s interests or needs.

5. Violation of Copyright or Trademark Laws

TikTok has strict rules regarding intellectual property rights. Using copyrighted content without proper licensing can result in an ad being rejected.

Common Issues:

Using Copyrighted Music: If you use music in your ad without proper licensing, your ad will likely be rejected.
Using Trademarked Logos or Images: Ads featuring unlicensed logos, trademarks, or brand assets without permission can lead to rejection.

How to Fix It:

Use TikTok’s Music Library: To avoid copyright issues, use music from TikTok’s licensed music library.
Get Permission: If you’re using copyrighted logos, images, or music, make sure to get the necessary permissions or licenses.
Check for Trademarks: Avoid using third-party trademarks without approval.

6. Inappropriate Call-to-Action (CTA)

TikTok has rules regarding the use of CTAs. If your ad contains inappropriate, misleading, or overly aggressive CTAs, it will likely be rejected.

Common Issues:

Misleading CTAs: CTAs like “Get rich quick” or “Guaranteed results” can be flagged as deceptive.
Aggressive CTAs: CTAs that pressure users into taking immediate actions (e.g., “Buy now or miss out!”) are against TikTok’s guidelines.

How to Fix It:

Use Clear and Honest CTAs: Ensure your CTA is clear, relevant, and non-deceptive. Examples of good CTAs include “Learn More” or “Shop Now” (without making unrealistic promises).
Be Transparent: Avoid using exaggerated language that could be seen as misleading or manipulative.

7. Ad Not Aligning with Ad Account Settings

Sometimes, your ad may be rejected due to issues related to the account settings in TikTok Ads Manager.

Common Issues:

Incorrect Campaign Objectives: If you select an objective that doesn’t match the ad content, TikTok may reject the ad.
Payment Issues: If there’s a problem with your payment method or billing details, your ad will not be approved.

How to Fix It:

Double-Check Your Campaign Settings: Make sure the campaign objectives, targeting, and ad content align. For example, if you’re running a conversion campaign, ensure your ad has a clear and compelling CTA.
Fix Payment Issues: Ensure your payment method is correctly set up, and there are no billing issues that could prevent ad approval.

8. Violation of TikTok’s Prohibited Business Categories

TikTok has specific categories of businesses and products that are prohibited from advertising on the platform.

Common Prohibited Categories:

Gambling and Betting: Ads for gambling may only be permitted in specific regions.
Alcohol and Tobacco: Ads promoting alcohol, tobacco, or smoking products may be restricted depending on location and age targeting.
Weapons and Firearms: Ads related to firearms, ammunition, or weapons are not allowed.

How to Fix It:

Check TikTok’s Business Categories: If your product falls into a restricted or prohibited category, your ad will be automatically rejected.
Use Alternative Marketing Channels: If your product falls under a restricted category, consider other marketing channels to promote it.

9. Review and Appeal Process

If your ad is rejected, you will typically receive a notification from TikTok Ads Manager with details about the issue. If you believe the rejection was a mistake, you can appeal the decision.

How to Appeal:

Go to your TikTok Ads Manager.
Select the rejected ad and click Appeal.
TikTok will review your appeal and either approve or uphold the rejection.

Conclusion

If your TikTok ad isn’t approved, the key is to understand why and how to fix it. Adhere to TikTok’s advertising and community guidelines, avoid technical errors, and ensure your content aligns with TikTok’s audience. By addressing these issues, you can improve your chances of getting your ad approved and running successful campaigns on the platform.