TikTok unveils new brand suitability controls
TikTok upgrades advertiser safety suite with video and profile exclusion tools.
TikTok announced two new brand suitability controls this month, expanding options for advertisers concerned about content adjacency. The platform's latest tools help marketers control where ads appear while maintaining audience reach.
On April 14, 2025, TikTok announced significant upgrades to its advertiser safety offerings with the introduction of two new brand suitability controls: TikTok Video Exclusion List and TikTok Profile Feed Exclusion List. These additions expand the platform's TikTok Safety Suite, giving advertisers greater flexibility in determining where their ads appear.
The Video Exclusion List enables advertisers to prevent specific videos from appearing next to their ads. This near real-time exclusion feature offers more granular control over ad adjacency, helping brands ensure their content doesn't appear alongside videos that might contradict their values or messaging.
Complementing this, the Profile Feed Exclusion List allows advertisers to exclude specific creator profiles (by username) from serving adjacent to their Profile Feed ads. This helps brands maintain alignment with their identity by avoiding association with specific creators.
Both solutions are now globally available in the Brand Safety Hub within TikTok Ads Manager. Advertisers can either manage these exclusion lists independently or collaborate with third-party measurement providers including Integral Ad Science (IAS), DoubleVerify (DV), and Zefr to create and refine their lists.
According to Sofia Hernandez, Global Head of Business Marketing at TikTok, "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."