Your ad says “TikTok Ads Not Approved,” but there’s no clear fix in sight? We know how stressful and confusing that can be, especially when your launch is on the line. In this guide, Mega Digital will show you 8 reasons behind the rejection, how to fix it quickly, and how to avoid it in the future!
What Happens When Your Ad Is Not Approved?
When your TikTok ad is not approved, your campaign won’t start, and you won’t spend any budget. You might see the status of the ad under TikTok Ads Manager as being “Not Approved,” usually with a note stating the reason. However, the note could be vague, so it might be hard to pinpoint where the issue was.
This disapproval then might affect your launching schedule, performance goals and promotion plans, especially where time-sensitive offers are your main focus. That’s why it’s important to quickly understand the issue, fix it, and get your ad back into review.
Why are your TikTok Ads not approved?
TikTok’s advertising policies are strict, and ads can be rejected for a variety of reasons. Here are some of the most common reasons why your TikTok ads are not approved:
1. Inappropriate content or imagery
TikTok has strict guidelines when it comes to inappropriate or offensive content. The most common examples of inappropriate content that could lead to ad rejection include explicit language, sexual content, and violence.
For instance, if you are advertising a beauty product, you cannot use sexualized or suggestive images in your ad. Similarly, if you are promoting a violent video game, you cannot show graphic depictions of violence.
How to solve
The review process can lead up to 24 hours; therefore, it is important that advertisers should check out TikTok Ad review checklist before making creatives. You can also visit the TikTok Creative Center to get ideas and examples of how a high-functioning ad works.
2. Intellectual Property Policy
One major reason behind TikTok Ads Not Approved is violating intellectual property rights. TikTok ads cannot feature copyrighted and trademarked content without authorized approval.
Hence, ads with unlicensed music playing in the background, logos of brands, unauthorized photos of celebrities or other companies, or voiceovers of these are prohibited. Even having the TikTok logo or terms like “TikTok trending” in an ad without permission can also lead to rejection.
How to solve
To resolve this issue, review your ad creatives and landing page for any third-party content:
- Remove or replace copyrighted music, logos, brand mentions, or visuals you don’t own or have licensed.
- If you do have the rights, upload documentation in TikTok Ads Manager as proof. Stick to original content or use assets from TikTok’s Commercial Music Library to stay compliant.
3. Misleading claims or information
Another frequent cause of “TikTok Ads Not Approved” is exaggerated or deceptive messaging. Violations include promising unrealistic results (e.g. “Lose 10kg in 3 days”), using clickbait phrases that don’t reflect the actual product, displaying before-and-after images without evidence, or claiming health, financial, or performance outcomes that can’t be proven.
Even if the product works for some, overpromising or implying guaranteed success can lead to disapproval.
How to solve
- Double-check your ad copy and visuals for any exaggerated language, false guarantees, or misleading imagery.
- Remove words like “instant,” “guaranteed,” or “risk-free” unless you can legally back them up.
- Avoid using dramatic transformations or unverifiable claims.
- Keep your messaging transparent, supported by data.
4. Low-quality ads
TikTok may reject ads that are considered low quality. Even if your content is technically compliant, TikTok may consider its poor quality as untrustworthy or spammy, leading to disapproval.
This includes ads with blurry visuals, poor lighting, pixelated graphics, shaky camera work, distorted audio, or text that’s too small to read. It also applies to confusing ads, overly cluttered, using aggressive flashing effects, or feeling unfinished.
How to solve
- Make sure the footage is sharp, well-lit, and stable, with clear sound and legible on-screen text.
- Remove any jarring transitions, visual noise, or confusing edits.
- Use native-style video formats that feel organic to TikTok’s feed.
- If needed, reshoot or edit your content to improve overall production quality and ensure it feels polished and easy to understand.
>>> Read more: 6 Warning Signs of Your TikTok Ads Not Converting? How to Fix it
5. Invalid or Incomplete Website
All ads linking to external sites must direct users to valid, fully functioning, and mobile-friendly websites according to the TikTok Advertising Policy. If your URL leads to a 404 error, loads incorrectly on mobile, or in a state of disrepair or construction, it will likely be rejected.
A website that does not even provide essential information such as contact details, privacy policy, or return and refund policy is also deemed incomplete.
How to solve
- Check that it loads quickly and displays correctly on all devices.
- Include essential pages like Contact Information, Privacy Policy, and Return & Refund Policy, especially if you’re promoting a product or service.
- Avoid using placeholder sites, and double-check that the URL you provide is correct and working at the time of submission.
6. Ad creative inconsistency
“TikTok Ads Not Approved” can also happen when there’s a mismatch between your ad creative and the offer shown on your landing page. This inconsistency may be seen as deceptive because TikTok wants users to see a seamless and honest journey from ad to action.
Examples include promoting one product in the video but linking to a different one, using a discount or free trial offer in the ad that doesn’t appear on the landing page, or showing features in the creative that your product doesn’t have.
How to solve
- Make sure your ad visuals, messaging, and offers match exactly with what’s on your landing page. If you show a 50% discount, the same deal must be visible and accessible on the website.
- Avoid using creative that overpromises or misrepresents the actual product.
- Align every element of your ad, from headline to CTA, with the user’s next step to maintain transparency and stay compliant.
7. Restricted or prohibited products/services
‘TikTok ads not approved’ is also a problem for ad creatives including or promoting restricted products. It’s important to understand that advertising certain types of products or services may not be allowed on the platform, such as tobacco, drugs, weapons, and adult content.
If your ad promotes any of these products or services, it is likely to be rejected, banned, or can even lead to the issues of your TikTok ad account suspended. In addition to these specific categories, TikTok also has a list of restricted industries, such as finance and healthcare, that require additional verification before ads can be approved.
How to solve
- First, check TikTok’s advertising policies to see if your product is allowed. If it’s fully prohibited, you won’t be able to advertise it on the platform. If it’s restricted, you may still run ads but must follow specific rules, such as age targeting, clear disclaimers, or local regulations.
- Always be transparent in your ad copy and avoid using misleading visuals.
- If in doubt, reach out to TikTok support for guidance before launching the campaign.
8. Language and Targeting Mismatch
If your ad uses a language that does not match your target audience, TikTok will most likely reject it. An ad written in Vietnamese but targeted towards U.S. users can be flagged. The same goes for slang, subtitles, or simply some phrases that do not seem to make sense to the local audience. TikTok considers this mismatch a violation of the localization rules.
How to solve
- Use the same language in the ad as the one spoken in the target region.
- If you are running ads in more than one country, make different ad versions for every language.
- Avoid mixing languages or using untranslated text.
>>> Read more: Why are TikTok ads not spending money? 5 Easy Ways to Fix
Tips to prevent and resolve TikTok ads’ rejection
If you find yourself on the wrong side of ad approval, Mega Digital gonna give you some tips to get through the problem of ‘TikTok ads not approved’:
1. Review and modify your ad content
It is crucial to review and modify your ad content to ensure it complies with TikTok’s policies and guidelines. Start by carefully reviewing your ad content and checking for any potential policy violations or inaccuracies.
You can then make the necessary changes to address these issues, such as removing prohibited content or rephrasing misleading claims. Additionally, consider testing different ad formats, creative elements, and targeting options to optimize your ad performance and improve your chances of approval.
Mega Digital’s advice: Do not target multiple countries in the same ad group. Policy varies between countries, so an ad may be approved in one country but rejected in another.
2. Refine your targeting
Refining your targeting can increase the relevance of your ad, which can lead to higher engagement and conversion rates. Make sure you’re targeting the right audience based on their demographics, interests, behaviors, and location.
You can also exclude certain groups of people who are less likely to be interested in your product or service. Use TikTok’s audience insights to get a better understanding of your target audience and adjust your targeting accordingly. Additionally, you can use lookalike audiences to find new users who are similar to your existing customers.
>>> Read more: 12 reasons why TikTok Ads not delivering & agency’s tips to fix it
3. Check your ad format and specifications
To increase your chances of getting your TikTok ads approved, it’s crucial to make sure your ad format and specifications meet the platform’s requirements. Start by checking the ad format you’re using – whether it’s a video ad or an image ad – and ensure it meets the TikTok ad formats and specs.
4. Submit appeals and contact TikTok support
Don’t quit just because your TikTok ad was rejected. You can file an appeal to have your ad examined by TikTok’s team again. Make sure to include specifics about your ad and explain why you think it should be accepted. You can also contact TikTok support for help and clarification on the ad guidelines. Keep in mind that a response may take some time, so be patient.
5. Use TikTok Agency account
TikTok Agency account is a powerful tool that can help advertisers manage and optimize their TikTok ad campaigns more effectively. As only TikTok official partners like Mega Digital have the priority to distribute this account, they will also help you resolve any issues with ad approval. They can provide you with personalized recommendations and best practices to ensure your ads comply with TikTok’s guidelines and policies. By utilizing the Agency account, you can have better control over your ad campaigns and increase your chances of getting your ads approved on TikTok.
Final word
Getting the problem of TikTok ads not approved is a challenging case that can happen to newbies or even experienced advertisers. Therefore, remember to always be transparent, accurate, and consistent in your ad content, and never try to deceive or mislead your audience.
If this issue still persists, the optimal solution is to connect with trusted TikTok agencies like Mega Digital for more expert help!
With our TikTok advertising services, you will get timely support from AM or Sales Representative to adjust your campaign effectively. So let us walk you through and help you leverage the power of TikTok Ads today!
