Safety on TikTok 2025
On TikTok, safety’s built in
Every day, people open TikTok for a spark of something – to laugh, learn, get inspired, or feel part of conversations happening across the globe. This is the platform where culture starts, and safety is the foundation that makes it all possible.
In 2025, we built on that foundation, advancing the responsible use of AI, strengthening creative integrity, and improving transparency around how content and ads appear.
We also continued to evolve our approach to youth safety, digital well-being, brand suitability, and sustainability, helping advertisers reach the right audiences responsibly and perform at their best.
Read on to find out the steps we’ve taken to keep our global community safe this year
Still an open book
Transparency is non-negotiable at TikTok. We believe that when creators, communities, and brands understand how the platform works, from moderation to recommendation to data practices, they feel confident joining in.
Our safety ecosystem runs on technology, expertise, and accountability – backed by tens of thousands of professionals and billions invested annually – reinforcing our investment in policies and systems that safeguard users, brands, and society.
Here’s how we’re promoting transparency
1. Expanding our reporting
We publish regular Transparency Reports and share insights into how decisions are made, giving partners a clear view into our process and the principles that guide it. In 2025, we expanded to 16 types of Transparency Reports – covering content enforcement, data requests, intellectual property, youth safety, and commerce integrity.
TikTok Shop Safety Report*
January – June 2025
1M seller registration applications declined
70M+ products rejected before listing
200 K+ restricted or prohibited products removed after listing (>99.5% removed proactively before listing)
700 K+ sellers removed (primarily due to shop-level violations)
April – June 2025
189.6M videos removed (less than 1% of all uploads)
25.9M suspected under-13 accounts removed
July – December 2024
99.1% of violating content removed proactively before being reported
1.3B comments removed for policy violations
280K total copyright removal requests submitted
42K trademark removal requests (69.13% resulted in removal) Community Guidelines Enforcement Report IP Removal Request Report
253K actions taken against accounts for IP violations
194K copyright requests resulting in removal (69% of requests led to removal)
2. Updating our Community Guidelines
We want everyone to stay safe as they create, discover, and connect on our platform. That’s why we refined our Community Guidelines around misinformation, hate speech, and AI-generated content – helping to keep TikTok a safe, inclusive space for creative expression.
3. Releasing our fifth EU Transparency Report
We published our latest Transparency Report under the EU Code of Practice on Disinformation (now part of the Digital Services Act). It outlines progress on platform integrity, transparency, and accountability across 30 EU and EEA countries.
Key call outs from the report
Election integrity
3K impersonation accounts removed
90% of misinformation removed before it reached viewers
2M+
Election Center views (doubled from October 2024)
AI transparency
Expanded C2PA Content Credentials & AI watermarks
+36% creator-labeled AI content
+81% auto-labeling
Fact-checking
13K videos reviewed +80% removals
Accountable intelligence
AI is changing what creativity looks like on TikTok, helping people and brands imagine, remix, and tell new kinds of stories every day. We’re all about keeping that innovation transparent and human.
Guided by our Responsible AI Principles, we’re designing tools and features that label AI-generated content and keep authenticity front and center. Making sure advertisers can create at scale – in an environment built on trust and real connection.
Read on to see our AI principles in action
Our AI principles in action
1 TRANSPARENCY
Clearly label and explain AI features.
2
ACCOUNTABILITY
Maintain human oversight and expert review.
3 FAIRNESS
4 PRIVACY
Test and monitor systems to reduce bias.
Build with privacy by design from the start.
5 SAFETY
Develop and review AI tools to protect people and data.
FOUR WAYS WE’RE IMPLEMENTING OUR AI PRINCIPLES
1. Strengthening our AI labeling strategies
We’ve strengthened our AI labeling strategies –including invisible watermarking – to make AI-generated content easier to identify.
2. Deepening education and industry collaboration
We’re deepening our education and industry collaboration through new AI literacy efforts and by joining the Partnership on AI (PAI).
3. Expanding controls
We’re testing a new control in ‘Manage Topics’ to help people choose how much AI-generated content they want to see in their For You feeds.
4. Building safety into creative products
Safety and transparency are built into our creative products, including AI-powered tools like Smart Split and AI Outline. Before creators see recommendations like prompts or outlines, content goes through safety checks aligned with our Community Guidelines.
$2M
AI Literacy Fund launched to support education and digital understanding
1.3B videos labeled as AI-generated on TikTok to date
News flash
We’re always working to keep TikTok rooted in what’s real. Our teams use a mix of technology, context labels and fact-checking partnerships to spot false claims early and connect people to accurate information –whether they’re watching election updates or browsing everyday content.
Our latest Community Guidelines Enforcement report:
94.8% of misinformation removed before anyone could report it
45% of Integrity and Authenticity removals were for misinformation
+20 IFCN-certified independent fact-checkers globally
1. Adding communitysourced context via Footnotes
This year, in the US, we rolled out Footnotes which add community-sourced context directly to video. Combined with clear content labels and media literacy tools, these measures help brands engage audiences in a more reliable, credible environment that protects both message and reputation.
2. Making every vote count with the Global Elections Hub
We created the Global Elections Hub so people can find verified information, understand voting processes, and connect with credible media sources – all in one place. It’s backed by a global framework that bans paid political promotion and applies consistent integrity standards.
3. Bringing greater transparency
In Q1, we expanded our Global Elections Hub to bring greater transparency across markets. We’ve since published 16+ newsroom posts and 23 Integrity Hub updates to support trust with press, policymakers, regulators, and civil society partners.
Read our guide to countering misinformation
16+ newsroom posts
In the green
Great brand moments happen when advertisers feel fully in control. On TikTok, greater transparency, stronger measurement and smarter controls drive the confidence that fuels performance.
In 2025, we expanded our Brand Safety and Suitability suite with new suitability controls, introduced sustainability measurement tools, and embedded brand safety into every ad surface.
Here’s how we’re promoting suitability, sustainability and performance
THREE WAYS WE’RE PROMOTING SUITABILITY, SUSTAINABILITY AND PERFORMANCE
1. Giving brands control over ad placements
We introduced new tools that allow brands to decide how and where their ads appear. With Vertical Sensitivity and Profile
Feed Exclusion, advertisers can keep campaigns on-brand, onmessage, and appearing in the right moments across TikTok.
Brand Safety and Suitability rates across campaigns*
2. Measuring and cutting campaign emissions
We’re building a more sustainable future for creativity – from carbon-neutral operations to data centers running on 100% renewable energy. Thanks to our partnership with Scope3, advertisers can now track their campaign emissions and take real steps to shrink their footprint.
133 (carbon dioxide equivalent per thousand impressions) ~35% lower carbon emissions than digital peers* average gCO2ePM
3. Launching the TikTok Safety Suite
On TikTok, performance and protection go hand in hand. Every product – from GMV Max and Smart+ to Search Ads and TikTok Shop – puts safety and privacy at the core. With the TikTok Safety Suite, advertisers can scale responsibly and reach the right audiences, confident that every result is backed by trust.
We’re powered by people
The heart of TikTok has always been people – creators, families, and the brands that connect with them. We design with care, building tools that promote balance, digital literacy, and positive experiences for teens and families alike.
Family Pairing and privacy settings help parents and teens navigate TikTok together. And with insights from our Youth Council and expert partners, we’re shaping a platform that supports well-being and genuine connections.
1. Shaping digital literacy
Now in its second year, TikTok's Youth Council influences how we shape digital literacy programs and design the platform itself. In 2025, it grew from 15 to 28 members across 15 countries and launched the first-ever Youth Council Summit.
2. Supporting families with new tools
Research shows 7 in 10 parents want to understand their teens' online activity – so we built tools that make digital safety easier for families. We strengthened Family Pairing with over 15 new settings that give parents more visibility and teens tailored protections.
3. Promoting digital well-being
We upgraded our well-being toolkit, including a new Time and Well-being space that brings meditation, an affirmational journal, soothing sound tools, and mindful breathing into one accessible hub. These updates help people develop healthier digital habits across TikTok.
4. Giving creators more control
Creators shape TikTok every day – and in 2025 we introduced tools to help them do it with more confidence and control. Creator Care Mode, Content Check Lite, and enhanced LIVE controls make it easier for creators to manage their content and their spaces.
5. Advancing age assurance
Our multi-layered approach brings together technology, human expertise, and proactive enforcement to detect underage use and protect teen privacy. This year, we began testing new AI-based age verification in the EU, working with regulators and experts to develop privacy-conscious standards we can scale.
Under lock and key
At TikTok, our approach to security is simple: keep people safe, protect their data, and be open about how we do it. Our global teams keep information safe using encryption, clear access controls, and independent checks to make sure privacy is built into everything we create.
You can see this in action through our global programs like Project Clover in Europe, which brings local oversight and transparency to how data is managed. For advertisers, that means their data and audience insights are handled with care – supporting accurate reporting, dependable campaigns, and protecting their brands.
1. Reflecting on five years of our Bug Bounty program
Now in its fifth year, this program – run with HackerOne – brings researchers and engineers together to test and strengthen our defenses. Since 2020, more than 550 researchers have identified vulnerabilities, resulting in $3.1 million in bounties paid.
2. Improving security access with clearer controls
This year, we launched an all-in-one security dashboard that makes it easy to review and update account settings. With a clear, comprehensive view, users can take control in seconds and protect their accounts effortlessly.
3. Strengthening data privacy with Project Clover
With a fully live data center in Norway and another €1 billion facility underway in Finland, we’re creating a European Data Enclave that keeps data local and protected. Under NCC Group’s independent oversight, our systems undergo continuous monitoring, source-code reviews, and privacy technology assessments –confirming that no European user data reaches China-based services.
We've got you
Looking ahead, we’re focused on building a TikTok that’s safer, more transparent, and more responsible for everyone. That means designing with safety upfront and always being clear about how everything works. And it means developing AI the right way – putting people and creativity first.
We’re also investing in sustainability, giving advertisers new ways to measure and reduce their environmental impact. And as we grow, we’re opening more opportunities across sensitive industries, including alcohol, with careful guardrails and clear policies.
Here are three ways you can get involved
1. Join a Safe and Sound Workshop
This year, we hosted Safe and Sound Workshops for clients to help parents, guardians, and marketers better support teen safety online. Backed by research and practical guidance, these sessions give teams the tools and confidence to build healthier digital habits at home. Workshops can be delivered in-office or virtually, making it easy to bring TikTok’s safety expertise directly to your teams.
Fill out the form to get started
2. Visit a Transparency and Accountability Center
Our Transparency and Accountability Centers (TAC) let invited guests see how TikTok actually works behind the scenes. You’ll get a look at how we review content, run recommendations, keep the platform secure, and protect people’s privacy.
Interested in a visit? Reach out to your TikTok representative.
3. Start measuring your emissions
Want to understand your campaign’s carbon impact? With our Scope3 partnership, advertisers can now measure the emissions behind their TikTok campaigns and take actionable steps toward more sustainable media.
Contact your TikTok representative to set up Scope3 measurement.
