TikTok EOY Safety Report 2025

Safety on TikTok

2025

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.

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Read on to find out the steps we’ve taken to keep our global community safe this year

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Safety on TikTok 2025

#safety

#security

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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

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Safety on TikTok 2025

T H R E E W AY S W E ' R E P R O M O T I N G T R A N S P A R E N C Y

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.

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Our reports in numbers TikTok Shop Safety Report* January – June 2025

70

M+

products rejected before listing

1

M

seller registration applications declined

700

200

K+

restricted or prohibited products removed after listing (>99.5% removed proactively before listing)

K+

sellers removed (primarily due to shop-level violations)

* TikTok Shop is only available in select regions

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Safety on TikTok 2025

Community Guidelines Enforcement Report April – June 2025

189.6

M

25.9

M

videos removed (less than 1% of all uploads)

suspected under-13 accounts removed

99.1

1.3

%

of violating content removed proactively before being reported

B

comments removed for policy violations

IP Removal Request Report July – December 2024

280

K

total copyright removal requests submitted

copyright requests resulting in removal (69% of requests led to removal)

253

42

K

actions taken against accounts for IP violations 8

194

K

K

trademark removal requests (69.13% resulted in 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.

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Safety on TikTok 2025

Click play

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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

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Safety on TikTok 2025

Our AI principles in action

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TRANSPARENCY Clearly label and explain AI features.

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4

ACCOUNTABILITY Maintain human oversight and expert review.

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FAIRNESS Test and monitor systems to reduce bias.

PRIVACY Build with privacy by design from the start.

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SAFETY Develop and review AI tools to protect people and data.

F O U R W AY S W E ’ R E I M P L E M E N T I N G O U R A I P R I N C I P L E S

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).

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Safety on TikTok 2025

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.

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2

$ M AI Literacy Fund launched to support education and digital understanding

1.3

B

videos labeled as AI-generated on TikTok to date

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Safety on TikTok 2025

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 45 %

of misinformation removed before anyone could report it

16

%

of Integrity and Authenticity removals were for misinformation

20

+

IFCN-certified independent fact-checkers globally

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Here’s how we’re countering misinformation

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Safety on TikTok 2025

T H R E E W AY S W E ’ R E C O U N T E R I N G M I S I N F O R M AT I O N

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.

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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

23

Integrity Hub updates

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Safety on TikTok 2025

Click play

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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

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Safety on TikTok 2025

T H R E E W AY S W E ’ R E P R O M O T I N G S U I TA B I L I T Y, S U S TA I N A B I L I T Y A N D P E R F O R M A N C E

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.

99 %+

Brand Safety and Suitability rates across campaigns*

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* Verified by independent third-party measurement partners

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

average gCO2ePM

(carbon dioxide equivalent per thousand impressions)

35

~

%

lower carbon emissions than digital peers*

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.

*based on initial testing

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Safety on TikTok 2025

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.

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Click play

Here’s how we’re supporting our community

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Safety on TikTok 2025

F I V E W AY S W E ’ R E S U P P O R T I N G O U R C O M M U N I T Y

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.

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members in Youth Council 26

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.

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Safety on TikTok 2025

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.

Here’s how we’re strengthening security 28

T H R E E W AY S W E ’ R E S T R E N G T H E N I N G S E C U R I T Y

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.

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Safety on TikTok 2025

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

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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.

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