Summary
TikTok added four new prohibited healthcare ad categories: clinical trial recruitment, skin tanning accelerators, adoption/surrogacy services, and invasive cosmetic procedures. Geographic enforcement expanded to Pakistan with strict age-gating and local approval requirements.
Why it matters
Healthcare advertisers must immediately remove ads for newly prohibited categories to avoid suspension. Pakistan campaigns now require local regulator certification and 18+ age-gating on OTC medicines, supplements, and medical devices. Non-compliance risks account penalties.
Recommended action
Audit active healthcare ads for the four new prohibitions. For Pakistan campaigns, obtain local regulatory approvals and implement mandatory age-gating. Pause any clinical trial, tanning booster, adoption service, or invasive procedure ads immediately.
- Invasive cosmetic procedures such as rhinoplasty, face or lip fillers, and microdermabrasion
Not allowed.
Over-the-counter medicines
May be allowed if the following requirements are met:- Provide proof of approval and certification from appropriate local regional regulating authorities- The ad must be restricted to users aged 18 years or older
- Provide proof of approval and certification from appropriate local regional regulating authorities
- Medicinal claims to treat, cure, heal, or prevent any medical condition, disease, or symptoms. Implications that serious medical conditions such as cancer, HIV, COVID-19, multiple sclerosis (MS), motor neuron disease (MND), or Parkinson's disease are treatable.
- Encouragement of self-diagnosis or discouragement of seeking proper medical advice
- Suggestions that the product or service is equivalent or better than prescription-only medicines
- Claims that the product or service can offer similar results as any prohibited cosmetic or surgical treatments
- Suggestions or claims that the product or service is a "miracle" or "holds the secret or cure"
- Featuring or appealing to people of 18 years and younger
Affects: Creator, Seller, Listing, Video
- Before and after comparisons for over-the-counter medicines, medical devices, and food supplements
Cosmetics and beauty products
May be allowed if the following requirements are met:- Do not make medical claims- To make a medical claim in your ad, you must have an approved medical license or certification Examples of what is not allowed:- Performance promises referencing permanent changes to the human body- Exaggerated performance promises concerning a product's effect- Claims to remove or cure acne, remove wrinkles, or treat hair loss
- Do not make medical claims
- To make a medical claim in your ad, you must have an approved medical license or certification
