TikTok has introduced brand suitability controls to give advertisers greater flexibility over where their ads appear and rolled out its new Brand Safety & Suitability Playbook which offers a guide to all the platform’s solutions.
The Safety Suite’s two new solutions, TikTok Video Exclusion List and TikTok Profile Feed Exclusion List, offer advertisers with even greater flexibility in shaping their brand suitability strategies. The introduction of new layers of customisation help advertisers align their campaigns with their brand values.
Video Exclusion List enables advertisers to exclude specific video IDs from appearing next to their ads, offering near real-time exclusions and more granular control over ad adjacency and suitability.
Meanwhile Profile Feed Exclusion List allows advertisers to exclude specific profile pages (by username) from serving adjacent to their Profile Feed ads, helping brands maintain alignment with their messaging and brand identity.
Both of these solutions are now globally available in the Brand Safety Hub in TikTok Ads Manager. Advertisers can manage their lists independently or partner with trusted third-party measurement providers Integral Ad Science (IAS), DoubleVerify (DV), and Zefr to create and refine their exclusion lists.
Advertisers who are interested in leveraging one of TikTok’s brand safety partners for the managed service of exclusion lists should reach out to the partners directly for additional details. The managed service of TikTok Video Exclusion List is currently live, and TikTok Profile Feed Exclusion List is coming soon. The lists are applied at the account level, ensuring consistent protection across eligible campaigns.
The TikTok Brand Safety & Suitability Playbook
The platform has also introduced its TikTok Brand Safety & Suitability Playbook. This resource breaks down the full TikTok Safety Suite, guiding advertisers through their options with clear use cases, real-world success stories, and step-by-step activation instructions.
The playbook includes an overview of the TikTok Safety Suite that outlines all available solutions on one page, deep dives into each solution, complete with industry-specific examples and visual decision trees to help advertisers determine the right controls for their campaigns.
It also includes case studies showcasing how brands have successfully leveraged TikTok’s brand safety and suitability tools and the playbook also has a dedicated section on the Brand Safety Hub in TikTok Ads Manager that ensures advertisers have a clear path to activation. Account manager turned TikTok sensation Rob Mayhew also teamed up with the platform as a creative industry partner to provide an explainer of the Safety Suite of Advertiser Solutions
@mrrobertmayhew Want more control over where your ads show up? Say less. It’s the difference between getting stuck under a flickering light in the back… or landing the best seat by the window. ✨ Placement matters. 📖 Link in bio to check out our first-ever TikTok Brand Safety & Suitability Playbook — your ultimate guide to TikTok’s controls, tools, and solutions for safe, suitable ad placements. #TikTokForBusiness #Advertising #MarketingTips @TikTok for Business #greenscreen ♬ Carmen Habanera, classical opera(1283412) – perfectpanda
Committing to innovation, transparency, and brand confidence
The Safety Suite is a set of controls, tools, and third-party measurement solutions designed for brand safe and suitable advertising. Covering every stage of a campaign, it helps brands align their investments with their values.
Sofia Hernandez, global head of business marketing, said: “Trust is the foundation of modern marketing. In today’s digital world, consumers expect brands to align with their values, and advertisers need confidence that their messages appear in the right environments.
“At TikTok, we’re committed to helping brands navigate this landscape—not just by protecting them, but by empowering them. The TikTok Safety Suite goes beyond industry standards to provide advertisers with proactive, flexible solutions that put control in their hands.
“With the launch of the TikTok Video Exclusion List, TikTok Profile Feed Exclusion List, and the TikTok Brand Safety & Suitability Playbook, we are reaffirming our commitment to innovation, transparency, and brand confidence.”