TikTok has introduced the TikTok Brand Safety Center alongside a suite of new tools and resources to help advertisers manage brand suitability, intellectual property risks and AI-generated content. The announcement includes a Brand Protection Playbook and AI Safety Essentials, a guide to responsible AI-powered creativity in advertising developed with independent marketing consultancy Responsible Marketing Advisory.
The developments were presented at TikTok’s APAC Responsible Media Forum in Singapore, attended by 30 representatives from brands, agencies and partners. There, the company outlined how its existing moderation systems, advertiser controls and AI transparency measures support brand protection, while introducing additional tools to help businesses monitor conversations and identify potential risks.
The platform also pointed to research conducted by Ipsos across 12 markets between November 2025 and February 2026. Using a test-and-control design, the study found that people exposed to sponsored brand content on the platform rated those brands 30% more authentic and 11% more trustworthy than an unexposed control group.
Advertisers gain more control over brand suitability and protection
TikTok’s brand safety framework combines baseline advertising standards with configurable controls that businesses can tailor according to their requirements. Through features such as Inventory Filter, Category Exclusion, Vertical Sensitivity and exclusion lists, advertisers can manage the types of content alongside which their advertisements appear. Independent partners DoubleVerify, Integral Ad Science and Zefr provide additional verification.
Beyond advertising placement, the company’s new brand protection tools address broader risks. Available through Business Center, TikTok Market Scope Brand Perception provides information about how frequently people discuss a brand, audience sentiment and recurring conversation topics, offering insights that advertisers can use to monitor brand perception and identify emerging concerns.
For intellectual property protection, businesses can report suspected copyright and trademark infringements through TikTok’s reporting channels or escalate concerns through their account teams. On TikTok Shop, the Intellectual Property Protection Center (IPPC) provides brands and rights holders with a dedicated mechanism for reporting listings that infringe copyrights or trademarks, with confirmed violations resulting in listing removal and seller strikes. In addition, TikTok Real provides protection against counterfeit products, allowing brands selling through TikTok Shop to review seller authorisations, receive alerts about suspicious listings and remove confirmed counterfeits.
Alongside these controls, TikTok uses branded content labels to identify commercial relationships between creators and advertisers, while separate AI-generated content labels help audiences recognise material created or significantly modified using artificial intelligence.
Content moderation figures show enforcement across Asia Pacific
TikTok also detailed the moderation processes supporting its advertising environment. Content undergoes automated reviews designed to identify potential Community Guidelines violations, with trained human moderators providing additional context where needed. Potentially misleading claims are referred to more than 20 independent fact-checking organisations accredited by the International Fact-Checking Network. Together, these organisations cover 60 languages and 130 markets, providing assessments that help TikTok’s moderation teams determine whether content violates platform rules and what action should be taken.
Regional enforcement data highlights the scale of these operations. Between April and June 2026, TikTok removed more than 30 million videos across 10 Asia Pacific markets for Community Guidelines violations, representing approximately 0.3% of all videos published across those markets during the quarter. In Singapore, more than 476,000 videos were removed, equivalent to 0.5% of all videos published locally. According to TikTok, 99.6% of these removals were proactive, while 77.7% occurred within 24 hours.
Globally, automated systems, including AI moderation, accounted for 97.4% of all video removals during the same period. TikTok said this approach helps identify and remove violating content while reducing the likelihood of users encountering it.
AI advertising framework addresses disclosure and transparency
TikTok’s Responsible AI Framework establishes five layers of safeguards covering platform governance, standards and rules, transparency systems, responsible AI creation, and controls available to users and advertisers. Within this structure, the governance layer addresses responsible AI principles, privacy, accountability and human oversight, while platform standards include restrictions on harmful and deceptive AI uses, such as misinformation and spam, alongside requirements for synthetic media disclosure in advertising.
Transparency measures focus on identifying AI-generated content and making its origins clearer to audiences, incorporating C2PA Content Credentials, automatic AI-generated content labels through TikTok Symphony, labels for AI-powered TikTok effects and Community Guidelines enforcement reporting. Separate safeguards cover how creators and advertisers disclose synthetic media, with TikTok identifying synthetic media disclosure requirements for advertisers and labelling requirements for creators as part of its responsible AI approach.
The framework also includes user and advertiser controls, such as AI-generated content settings within the Manage topics feature, AI media literacy resources, and brand safety and suitability controls applying to both AI-generated and non-AI content.
Francis Stones, Head of Global Responsible Media & Brand Safety, Global Business Solutions, TikTok, described the company’s progress in identifying AI-generated material.
“As more creators explore AI, we continue to expand labelling technologies and partnerships that help them do so responsibly. Two years ago, TikTok was the first video platform to implement C2PA Content Credentials, a leading AI transparency technology that helps people understand when content has been generated or significantly edited by AI. We’ve labelled over 3 billion videos as AIGC using a combination of Content Credentials, creator labelling tools and our invisible watermarking technology,” said Stones.
