How TikTok’s New Ad Policy in France Affects the E-commerce Sector

FreeSpy · 2026-10-07

Changes to ad content guidelines

In 2023, TikTok introduced new guidelines that directly impact the e-commerce sector. The rules are now stricter about the types of content that can be promoted. Advertisers must make sure their ads are authentic and don’t mislead their audience. This includes banning false information about products, as well as requiring ads to be clearly identified as ads.

Restrictions on promoting sensitive products

Another significant change is the restriction on promoting products like alcoholic beverages and tobacco. Now, only brands that meet specific criteria can advertise these products, which means many e-commerce businesses that rely on these categories are struggling to reach their target audience. It’s crucial for businesses to review their marketing strategies to avoid having their content excluded.

Transparency requirements for influencers and brands

The new guidelines also introduce transparency requirements for influencers and brands using the platform. All sponsored content must be clearly identified. This includes using hashtags like #ad or #patrocinado. The goal of this change is to create a more honest and trustworthy environment for consumers, but it also means brands need to be more careful when selecting influencers and drafting contracts.

Impact on paid ads campaigns for local brands

For local brands, the new rules mean they’ll have to adapt their paid ads campaigns. With restrictions on sensitive products and the need for greater transparency, businesses need to reassess their messaging and targeting. Campaigns that performed well before may need significant adjustments, impacting performance and return on investment (ROI).

Increased penalties for advertisers

Finally, penalties for advertisers who fail to comply with the new rules have increased. Consequences may include account suspension and ad blocking. This means advertisers need to pay even closer attention to the guidelines and avoid mistakes that could result in significant financial losses and damage to their brand’s reputation.

With these changes, how are you adjusting your TikTok campaigns for 2023? What ROI numbers are you expecting to hit under these new guidelines?