Landing page compliance is crucial for successful ad campaigns and maintaining user trust. This guide focuses specifically on landing page risks, including consistency with the ad, page functionality, the presence of misleading pop-ups, and deceptive redirects.
Ads must not intentionally circumvent ad review processes through deceptive means, including using technical tactics to obscure ad content or the destination page. This includes ads that appear compliant in preview but redirect to non-compliant content (e.g., adult, fraudulent, gambling) upon click. It also prohibits using low transparency, misaligned backgrounds, or similar-looking characters to hide keywords. The displayed landing page URL must match the actual redirected page, and advertisers must not bypass review using intermediate pages, 302 redirects, or JavaScript redirects.
Ads that appear compliant in preview but automatically redirect to a landing page with non-declared content (e.g., adult, fraudulent, gambling) upon click are prohibited.
Gray area: Advertisers displaying different page content to different regions or users (legitimate localization adjustments).
Ad Format and Functionality
Medium
Landing pages must be functional, complete, and mobile-friendly, without requiring downloads or personal information to access primary content. Ad content (including headlines, copy, images, videos, and CTAs) must be consistent with the product or service advertised on the landing page, and ad headlines must match image/video content. QR codes leading to third-party websites are prohibited in some markets. Ad images and videos must be clear, high-resolution, adhere to standard dimensions and durations, have good audio quality, and static images should not exceed 50% of the video's total length.
Prohibited: Landing pages that are expired, erroneous, under construction, incomplete in content or information, lack original content, are not mobile-friendly, automatically download files, or require downloading other programs or entering personal information to access main content.
Gray area: Such ads entice users to click, leveraging curiosity and free offers, operating under opaque terms, which can easily lead to spam.
Abusing the Ad Network: Circumventing Systems
High risk
Google Ads strictly prohibits advertisers from running ads, content, or landing pages that attempt to deceive or circumvent the ad review process. This includes creating variations of disapproved ads to bypass detection systems, improperly embedding non-compliant content in text, images, or videos, and creating new accounts after an account suspension. Cloaking, such as showing a compliant landing page to Google while displaying non-compliant content to users, or using pop-ups to block Google's access to website content, is forbidden. Multi-account abuse is also a violation.
Prohibited: Cloaking. Example: Showing a policy-compliant landing page to Google while displaying different (non-compliant) content to users; using pop-ups to block Google from accessing website content; tricking users into clicking ads that lead to completely different websites; redirecting users to websites containing non-compliant content.
Gray area: Slightly different content can be shown to different users (e.g., different language landing pages, special offers, adjustments for geolocation or slow internet), but the advertised product or service must remain consistent for all users.
Misrepresentation: Unclear Relevance
Medium
Ad information must be truthful, clear, and highly relevant to the landing page. Ads or landing pages are prohibited from deceiving users by omitting information or providing misleading information, especially when the ad's promotional content is irrelevant to the landing page. For instance, ad headlines unrelated to ad content, ads failing to accurately describe what users will see on the landing page, or using overly generic keywords or keyword spam are all forbidden.
Prohibited: Promotional content irrelevant to the landing page. Example: Ads using keyword insertion without a relevant 'default' keyword; ad headlines unrelated to ad content; ads failing to specify the landing page is a search results page; ads inaccurately describing what users will see on the landing page; using overly generic keywords or keyword spam.
Ads must not deceive users through misleading design, including mimicking system or website warnings/error messages, simulating messages or menus, or hosting ads that are difficult to distinguish from other content. Prohibited are ads describing unusable features (e.g., fake close buttons, text input fields), image ads containing download/install buttons or icons, and using transparent backgrounds, split images, or images with multiple repeated versions of themselves. Standalone buttons in image ads must have clear context and not be overly prominent.
Prohibited: Ads mimicking system or website warnings/error messages. Prohibited: Ads simulating messages, dialog boxes, menus, or notification requests. Prohibited: Hosted ads that are difficult to distinguish from other content.
Gray area: Animated features or icons can be included in animated and carousel ads, provided these features are functional or their purpose is explained on the landing page.
Misleading and False Content
Medium
TikTok prohibits ads containing false, misleading, or exaggerated claims about product effects, as well as inconsistent information. This includes promising or overstating product effects (e.g., 'Get slim legs instantly') or using absolute terms (e.g., 'TikTok's #1 song'). Ad content must be consistent with landing page information, and misleading visual elements like fake video play buttons are forbidden. Significantly altered AI-generated content must be clearly disclosed, and unauthorized use of public or non-public figures' images is also prohibited.
Prohibited: Promising or exaggerating product effects. Example: Slimming liquid: 'Get slim legs instantly.' Prohibited: Using absolute terms in ad content to describe products regarding time, region, or brand. Example: 'TikTok's #1 song.'
Gray area: Ads may include comparative statements, but require supporting evidence or clear disclaimers.
Before / After: Compliant Rewrites
✗ High-risk
Ad Copy: Click here to learn about our charity project (backend script: redirects to a gambling site after 3 seconds)
The landing page automatically redirects to a gambling site inconsistent with the ad content without user knowledge, which is a circumvention of systems and deceptive practice.
✓ Compliant
Ad Copy: Learn about our green energy initiative. All project information is transparently available on this page, no redirects required.
Ad Copy: Exclusive offer! Sign up now for a free gift! (Landing page requires users to enter bank card details to claim the gift)
The ad content is inconsistent with landing page requirements, and the landing page requests unnecessary sensitive information, constituting deceptive practices.
✓ Compliant
Ad Copy: Exclusive offer! Register to enter a draw for a gift. (Landing page clearly states sweepstakes rules and does not request bank card information)
Verify that the landing page URL is exactly consistent with the URL displayed in the ad, with no redirects or jumps.
Ensure the landing page content is highly relevant and consistent with the product, service, or information advertised, avoiding misleading discrepancies.
Test if the landing page loads correctly, free from 404 errors, incomplete content, or requirements for additional downloads to access primary content.
Check the landing page for any elements mimicking system warnings, fake buttons, or coercive pop-ups that could deceive users.
Confirm that the landing page is well-adapted for mobile devices, providing a smooth user experience.
If the ad involves AI-generated content, ensure the landing page includes clear disclosure or labeling.
From Real Detection Data
~20%
Share of top rejection category (TikTok广告政策)
Anonymized aggregation from 74 real checks
~51%
Share of high-risk assets
From 74 real checks (anonymized)
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Frequently Asked Questions
What are the consequences of ad and landing page content inconsistency?▼
Inconsistent ad and landing page content can lead to ad disapproval and even account suspension. Platforms require high relevance and consistency between ad content and the page users see after clicking, to prevent misleading users.
Is it compliant if my landing page requires users to download an app to view content?▼
No, it is not compliant. Platforms like TikTok and Google explicitly prohibit landing pages from requiring users to download other programs or enter personal information to access main content. Primary information should be directly visible on the page.
Are all pop-ups on landing pages prohibited?▼
Not all pop-ups are prohibited, but misleading ones (e.g., mimicking system warnings, fake messages, or forcing user interaction) are strictly forbidden. Compliant pop-ups should be clear, non-intrusive, and not obstruct access to the main content.
What issues arise if my ad's URL doesn't match the actual landing page URL after redirection?▼
This practice, known as 'circumventing systems' or 'cloaking,' is a severe violation. Platforms detect and prohibit discrepancies between the ad preview and the actual redirected page, which can lead to immediate account suspension.
Can my landing page display different offers or prices than those in the ad?▼
No. Ad content and landing page information, including promotions, prices, and discounts, must be consistent. If the landing page displays information that doesn't match the ad, it will be considered misleading or false content, leading to ad disapproval.
The information provided on this page is for reference only, intended to help advertisers understand platform policies. The final judgment and decision on ad compliance rest solely with the platform.
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