What Does the New TikTok Update Mean for You as a Content Creator?

If you're a content creator on TikTok, you’ve probably seen the pop-up about their updated terms. Maybe you tapped “agree” and kept scrolling. No judgement. We’ve all done it. But this update, which takes effect on July 25, 2025, is worth paying attention to.

TikTok is changing its Branded Content Policy, and these changes affect what kind of content you’re allowed to post when working with brands or promoting products. If you’re sharing skincare reviews, hosting giveaways, or posting paid shoutouts, these new rules could directly impact your work. Here’s a simple breakdown of what’s changing:

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What are the new TikTok terms and conditions?

1. Stricter rules for body image content
TikTok is cracking down on branded content that promotes or implies physical alteration. Creators are expected to avoid using before-and-after visuals, filters that reshape the body, or any language that could exaggerate the effects of a product. The platform is pushing for more responsible messaging, especially around appearance, fitness, and weight loss, to reduce the pressure these visuals place on viewers and to prevent the spread of misleading claims.

2. Expanded list of prohibited industries
Several categories are now banned from TikTok’s branded content features. These include pharmaceutical products, certain medical treatments, and any content that promotes religious or spiritual products with commercial intent. If a brand collaboration falls under any of these areas, the content will likely be flagged, removed, or prevented from being published through TikTok’s promotional tools.

3. New conditions for regulated industries

Not all industries are banned, but some are now more tightly controlled. Creators who post branded content related to alcohol, dating apps, financial services, or over-the-counter medication must follow stricter rules. These may include adding age restrictions to content, complying with country-specific legal standards, and using platform-approved disclosures. TikTok is holding both creators and brands accountable for ensuring content in these categories meets its compliance standards.

4. New restrictions on gifts during live streams
Users must now be 18 or older to send or receive gifts on TikTok Live. In addition to this age restriction, creators are no longer allowed to actively ask for gifts during a live session. This means any form of direct prompting, such as telling viewers to send gifts or using visual elements like countdowns or pinned comments tied to gifting, can be flagged as solicitation. If TikTok detects this behaviour, it may reduce the reach of the live stream or revoke the creator’s access to live gifting features.

5. Age-based and region-based enforcement
TikTok is increasing its enforcement of age and location-based restrictions. This affects who can view certain content, which features are available to which users, and how branded or monetised content is delivered across regions. If your audience includes minors or spans multiple countries, you’ll need to make sure your content aligns with TikTok’s local compliance expectations. The platform is also more likely to apply penalties or limits when these settings are ignored.

How Do These Changes Affect You as a Creator?

These updates influence how you create content, the kinds of brand deals you say yes to, and how your posts show up in front of your audience. If you're working with brand partners or planning to start, the expectations around what’s allowed and how it’s delivered are now more defined.

You may start to notice certain opportunities slipping off the table. A wellness product that once seemed like a great fit might now come with limitations. A skincare brand looking for transformation-style content might no longer be workable. The deals haven’t stopped coming in, but they now require a closer look. You’re not just thinking about the brand anymore. You’re also thinking about TikTok’s filters, the categories they flag, and the compliance boxes you need to tick before posting.

That lens also shifts how you think about your audience. It’s no longer just about reach or engagement. Age range, region, and how your content lands across different markets now matter more. If your followers are mostly teens or your content gets traction in countries with strict rules, you’ll need to factor that into how you build your campaigns. What works for one part of your audience might now need tweaking for the rest.

Live streaming adds another layer. If TikTok Live is part of your content mix, the way you interact on screen may need to change. Asking for gifts — even with a wink or visual nudge — can trigger restrictions. You might not mean to push the rules, but the platform is more sensitive now. A pinned comment or reward cue that used to feel normal could flag your stream. Staying in the clear means being more deliberate about how you shape those live moments.

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What Should You Do Differently Going Forward?

Start by reviewing the kinds of content you already post. Look through past brand deals, sponsored videos, and even your TikTok Live sessions. If anything falls into newly restricted categories or includes phrasing or visuals that TikTok now monitors more closely, use that as a signal to refine how you show up moving forward.

When new brand offers come in, ask clearer questions. What exactly are you being asked to promote? Does the product sit in a restricted industry? Will you need to add age filters or disclose partnerships more directly? These precautions protect your account and help ensure your content keeps its visibility.

On the Live side, adjust your delivery. You can still host engaging, rewarding sessions with your audience, but the format may need to evolve. Focus on conversation, community-building, and value. Let gifting happen naturally. Avoid anything that points too directly at it. The energy of your stream does not have to drop. It just needs to shift in a way that respects the new boundaries.

It is also a good time to update your workflow. Save TikTok’s updated branded content rules, revisit them regularly, and refer to them when reviewing new opportunities. If you work with a manager or agent, bring them into the loop as well. Having this awareness built into your process will save you time and show partners that you are serious about staying compliant.

Most importantly, stay flexible. TikTok is still evolving, and so is the way content is regulated on digital platforms. What works today may shift again soon. The creators who succeed are often the ones who know how to adapt without losing their voice. Keep your creative edge, but build it on a foundation that can grow with the platform.

In all, TikTok says the goal is to make branded content safer, clearer, and more responsible. And while that’s fair, it also means you’ll need to be more intentional about what you post and who you partner with. If you're a micro-influencer or already working with global brands, it's a good time to pause, take stock, and understand exactly what these rules mean for your content. 

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