What landing page does TikTok require for an ad?
Direct answerTikTok requires a landing page that works on the network of the market you target, and it can reject, limit, or raise the cost of an ad that fails that test. The ad format and functionality policy, reviewed October 10, 2026, names under-construction pages, thin or ad-heavy pages, pages that are not mobile-friendly, automatic downloads, and pages that demand a download or personal information before the main content. Claim mismatches such as “#1 on TikTok” stay on the rejection guide.
Pages TikTok names as not allowed
- Expired, erroneous, or under construction.
- Incomplete content or information.
- Insufficient original content, or a high ratio of ads to original content.
- Not mobile-friendly.
- Automatically download files.
- Require a download or personal information before the viewer can reach the main content.
- A paid or unpaid Hashtag Challenge page used as the landing page.
The page has to function on the network of the targeted market. TikTok says different ad types have different URL requirements and points to its ad specifications for those. If the page fails, quality signals from automated review, human review, and viewer engagement can reject the ad, reduce impressions, or increase cost per impression.
Interpretation: a desktop site that works in the office and breaks on a phone is the mobile-friendly example. A quiz that collects an email before it shows the product is the personal-information gate. Google’s version of a thin or ad-heavy page is insufficient original content. Use TikTok’s label on a TikTok rejection.
What an ecommerce page has to show
Ecommerce ads must display complete and accurate information. TikTok says the valid information required by local law includes, and is not limited to:
- Contact details such as a telephone number, email address, or optional fax number.
- Company name and company address.
- Business license.
- Price in local currency.
- Shipping information.
- Return and refund policy.
- Terms and conditions.
- Privacy policy.
Some countries require more. TikTok tells advertisers to contact a sales representative for that. If the information is not suitable and sufficient, the rejection notice asks for the missing information before the ad can be approved. What happens after someone buys is a separate after-conversion policy.
Lead ads and the data they cannot ask for
Lead ads must include a privacy policy. It has to be clearly displayed and easy to find, and it has to comply with applicable data-protection law. In the link URL field, enter a link to the privacy policy or to a landing page that displays the clauses.
Do not use lead ads to collect the following unless a TikTok sales representative has given written consent:
- Racial or ethnic origin.
- Political opinions or political affiliations.
- Religious or philosophical beliefs.
- Trade union membership.
- Health, including medical history, disabilities, mental or physical condition, or medical treatments.
- Sex life, or sexual orientation, including the gender or genders a person identifies with.
- Criminal allegations, arrests, proceedings, convictions, or related security measures.
- Government-issued ID numbers, such as a Social Security number, passport number, driver’s license number, or taxpayer or national identification number.
- Financial information, such as income, bank account number, net worth, credit or debit card number, tax number, CVV, credit scores, debt, a financial statement, or bankruptcy status.
- Insurance policy numbers or coverage.
- Network identity, such as usernames, passwords, password-protection answers, or personal digital certificates.
- Account numbers, such as loyalty card or frequent-flyer numbers.
- Date of birth, year of birth, or exact age.
Ad creatives and landing pages also must not disclose personal data, or imply that the product can infringe someone’s privacy. TikTok’s examples are displaying a real person’s contact details, credit card number, or government ID.
QR codes
Ad content must not contain QR codes. Allowed examples on the page: a QR code on product packaging or in an application, and unscannable matrix codes, including item barcodes. In select markets, ad content with QR codes that lead to third-party websites, including social media pages, is also not allowed. This article does not reprint that market list. It was still open on the policy page on October 10, 2026.
Sources
Reviewed October 10, 2026. Policies change. This is not legal advice.
Frequently asked questions
Can the landing page be a hashtag challenge?
No. TikTok’s ad format policy lists use of a paid or unpaid Hashtag Challenge page as a landing page among what is not allowed. Auction ads have the same Hashtag Challenge restriction.
Can a TikTok lead ad ask for a date of birth?
Not unless a TikTok sales representative has given written consent. The prohibited list includes date of birth, year of birth, and exact age, along with health, government ID, financial account, and insurance data.
Are QR codes banned in the video?
Ad content must not contain QR codes. TikTok’s allowed examples are a QR code on product packaging or in an application, and unscannable matrix codes such as item barcodes. In select markets, QR codes that lead to third-party websites, including social media pages, are also named as not allowed. The market list is on the policy page.
Open the page on a phone before you submit
LaunchGuarding can scan the landing page for a missing offer, a gated form, or a claim the video cannot support.