TikTok Health and Beauty Policy: What Gets Rejected and Alternative Wording

André Pimentel · 2026-10-07

TikTok has strict rules for health- and beauty-related content to help keep users safe and ensure compliance with the platform's policies. Understanding these guidelines is crucial to avoid ad rejections and make sure your campaigns are successful.

Claims

Avoid making absolute claims or promising miraculous results. Claims like "lose 10 kg in one week" or "instant acne cure" aren't allowed. It's best to use terms like "may help" or "many users report improvements," which soften the message and keep it within the guidelines.

Before/after

Content that shows before-and-after comparisons is often rejected. TikTok considers these images potentially misleading or likely to create unrealistic expectations. If you need to use this type of content, consider alternatives, such as customer testimonials or videos showing the product as part of a routine without a direct comparison.

Wording

Be careful with your choice of words. Terms like "miraculous," "instant," and "guaranteed" should be avoided. Use more neutral, informative language, focusing on the product's general benefits without promising specific results. For example, instead of "reduce wrinkles in one week," use "helps improve the appearance of skin with continued use."

Landing page

Your landing page must comply with TikTok's guidelines. That means it should include clear information about the product, without exaggerations or misleading promises. It's also important to include return policies and contact information. Make sure the user experience is smooth and professional, and avoid errors that could undermine trust.

Review

Before publishing, carefully review your content. Ask colleagues or experts in the field for feedback. A fresh pair of eyes can spot elements that might be interpreted as problematic. Use tools like FreeSpy to analyze what's working in similar ads and adjust your approach.

By following these guidelines and adapting your wording and strategies, you'll have a better chance of getting your ads approved and making your TikTok campaigns successful.

How many ads have you had to adjust to comply with TikTok's policies?