What Alcohol Brands Need to Know About TikTok Paid Ads

TikTok recently announced that alcohol brands can now officially execute paid ads. This opens up hugely valuable opportunities for influencer collaborations with your alcohol brands, but navigating the approvals process can be complex and confusing. Here’s a few things you need to know before setting up your paid media campaign:

1. Brands must be allowlisted by TikTok to qualify for paid ads approval. This is done via application on TikTok’s “Ticket Platform”. There is a list of requirements and licenses that need to be submitted – Linqia can help you through this process.
2. Age targeting must be 25+ for all alcohol related ads.
3. Alcohol ads must focus on brand awareness, not encourage purchase through direct call to actions or promotion of an alcohol retailer.
4. Alcohol ads must meet several criteria including giving factual information about the strength of an alcoholic beverage and listing the alcohol content somewhere in the ad creative or on the landing page, as well as including a disclaimer to warn users about the ill-effects of consumption OR a responsible drinking message in the creative ad or the disclaimer material position
5. There are still restricted categories and content types that cannot execute paid ads on TikTok including liquor stores, grocery stores promoting alcohol, hangover prevention/relievers, alcohol specific drinking games, events that are bring your own alcohol, free alcohol events, and CBD/THC inclusive products. 

It’s incredibly important to comply with all the rules and regulations around TikTok’s ad policy. Once you’ve done all the work to find the perfect influencers to create the perfect content… don’t let a policy violation take down that content!

Linqia is here to help – reach out to us today to get your TikTok campaigns up and running quickly.

Want more updates? Subscribe to our newsletter at www.linqia.com/subscribe to never miss what’s new in influencer marketing and social media.