Good morning and welcome. Today, we are addressing a topic of significant interest to our global community: user control over advertising on the TikTok platform. Our objective is to provide a clear, comprehensive, and accurate overview of the tools and settings available to users who wish to manage their advertising experience. We will detail the current functionalities, their scope, and their limitations, ensuring a transparent understanding of how advertising operates within our service. **1. Introduction: The Role of Advertising on TikTok** Before delving into the management options, it is important to contextualize the role of advertising. TikTok, as a free-to-use platform, relies on advertising revenue to support the vast infrastructure, development, and creator ecosystem that enables the entertainment and connection enjoyed by over a billion people. Advertising allows us to keep the service accessible to everyone without subscription fees. However, we firmly believe that user trust is paramount. Providing meaningful controls over the advertising experience is a core component of our commitment to that trust. We aim to strike a balance between a sustainable business model and user preference and privacy. **2. Foundational Principle: The Inability to Disable All Advertisements** We must begin with a fundamental and important clarification: **It is not possible to completely turn off all advertisements on TikTok.** The platform's operational model, like that of most major free digital services, is built upon the integration of advertising. A user cannot access a version of TikTok that is entirely devoid of ads through any in-app setting. The controls we provide are designed to personalize and refine the ad experience, not to eliminate it entirely. Attempting to use unauthorized third-party applications that promise an ad-free experience is a violation of our Terms of Service, poses significant security risks to your device and data, and may result in account suspension. **3. Primary Method: Using TikTok’s In-App Ad Settings for Personalization** The most effective and sanctioned method for managing ads is through TikTok's built-in settings. These controls are continuously evolving, but as of our latest update, they offer several key areas of user control. **A. Controlling Personalized Ads (Interest-Based Advertising)** This is the most significant lever users have. Personalized ads are served based on your activity within TikTok, such as the videos you like, share, the accounts you follow, and your interactions with ads. You can control this. * **How to Access (For most users):** 1. Go to your profile page. 2. Tap the three-line icon (☰) in the top-right corner to open the menu. 3. Select **Settings and Privacy**. 4. Navigate to the **Privacy** section. 5. Find and select **Ads Personalization** (this may sometimes be listed under "Personalization and data"). * **What You Can Do:** * **Turn Off Personalized Ads:** You will find a toggle for "Personalized ads." Disabling this toggle means that TikTok will no longer use your in-app activity to serve you ads tailored to your perceived interests. You will still see the same volume of advertisements, but they will be more generic and based on broader, less specific criteria like your general location and language. * **Important Note on Data:** It is crucial to understand that turning off ad personalization does not stop the collection of data used for other purposes, such as content recommendation for your "For You" page, analytics, or security. The setting specifically governs the use of that data for tailoring the ads you see. **B. Hiding Specific Ads or Advertisers** For immediate, ad-hoc management, TikTok provides interactive options on each ad. * **How to Use This Feature:** 1. When you encounter an ad in your feed, look for the "Share" arrow or the three-dot icon (...) usually located on the right side of the video. 2. Tapping this will bring up a menu. 3. Select the option that says **"Hide ads from [Advertiser Name]"** or a similar phrase. * **What This Does:** * This action will immediately stop the current video from playing and remove it from your view. * More importantly, it signals to our system that you do not wish to see ads from that particular advertiser in the future. This is an effective tool for curating your feed away from brands or topics you find irrelevant or undesirable. **4. Broader Data and Privacy Controls** While not directly an "ad toggle," managing your broader data settings can influence the advertising ecosystem around your account. * **Download Your Data:** You can request a copy of your data to better understand what information TikTok associates with your account. * **Customize Your "For You" Feed:** While this controls content, not ads, the principle is similar. Using the "Refresh" feature or long-pressing on videos to select "Not Interested" helps refine our algorithm's understanding of your preferences, which can have indirect effects on the thematic nature of ads you receive, even with personalization turned off. **5. Regional Variations: The Impact of Local Regulations** It is critical to note that the availability and granularity of these ad controls can vary significantly based on your country or region, due to local privacy laws and regulations. The most prominent example is the European Economic Area (EEA) and the United Kingdom, where the General Data Protection Regulation (GDPR) grants users enhanced rights. * **For Users in the EEA and UK:** You may have access to more detailed controls. This can include the ability to manage advertising preferences based on specific data partners TikTok works with. The process to access these settings is similar, but the options within the "Ads Personalization" menu may be more extensive, allowing you to see and control data sources individually. We are committed to complying with all local regulations and providing users with the controls mandated by their governing laws. **6. Addressing Common Misconceptions and Third-Party Solutions** We frequently encounter questions about alternative methods, and it is our duty to address these with clarity. * **TikTok Premium or Paid Subscriptions:** As of this press conference, TikTok does not offer a premium, subscription-based tier that removes advertisements. While we are always exploring new features and business models, no such service is currently available. * **Third-Party "Ad-Blocker" Apps:** As mentioned previously, these pose a serious risk. They often require you to provide your TikTok login credentials, violating our terms and potentially compromising your account security. They may also contain malware. Furthermore, our technical teams actively update the platform to counter such unauthorized modifications, meaning their effectiveness is unreliable at best. * **Device-Level Settings:** Neither iOS nor Android operating systems offer a setting that can block in-feed advertisements within the TikTok application itself. While you can manage some app permissions and tracking at the device level (e.g., limiting ad tracking on iOS), this will not stop ads from appearing within TikTok; it may only affect their personalization across different apps on your device. **7. Our Ongoing Commitment and Future Developments** The landscape of digital advertising and user privacy is dynamic. TikTok is invested in ongoing research and development to enhance user controls. We are actively exploring: * **Increased Transparency:** Making it even clearer why a specific ad is being shown. * **More Granular Controls:** Allowing users to express preferences not just about advertisers, but about categories of products or services. * **Educational Initiatives:** Continuing to inform our community about how to use the existing tools effectively. Our goal is to foster an environment where users feel in control of their experience. We acknowledge that advertising is a necessary component of our free service, but we believe it should be as relevant and non-intrusive as possible, guided by user choice. **8. Conclusion and Summary of Key Points** To summarize the key takeaways from today's discussion: 1. **Complete ad removal is not possible** on TikTok through official means. 2. The primary control is **managing ad personalization** through the in-app Settings and Privacy menu, which shifts ads from being interest-based to generic. 3. Users can **hide ads from specific advertisers** directly from the ad unit itself for immediate relief. 4. Control options **vary by region**, with users in the EEA and UK typically having more granular choices due to GDPR. 5. **Third-party ad-blockers are discouraged** due to security risks, terms of service violations, and general ineffectiveness. 6. TikTok remains committed to **evolving these controls** to better serve our community's expectations for privacy and preference. We encourage all users to familiarize themselves with these settings within their own app. By understanding and utilizing these tools, you can take proactive steps to shape your advertising experience on TikTok, aligning it more closely with your personal preferences. Thank you for your time. We will now open the floor for questions.
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