Why one ad is allowed on TikTok but banned on Meta: analyzing the different moderation rules of platforms

Advertising platforms in 2025 operate according to their own logic and moderation rules, and understanding these differences has a critical impact on whether an ad will pass moderation or be banned. Although Meta, TikTok, and Google appear to be simply different places to place ads, each platform has actually built its own philosophy of security, transparency, and user interaction.

That is why the same ad can pass moderation perfectly on TikTok but be blocked on Meta, or vice versa. For some, nativeness is crucial, for others, it’s the technical quality of the landing page, and for others, it’s the behavior of the advertising account.

In this section, we’ll break down the specific requirements of different platforms, why they are so strict, and how their algorithms for evaluating creatives and landing pages work.

This will help you understand:

• what you can advertise and in what format;
• which elements of advertising are subject to increased control;
• why even “white” advertising sometimes gets banned;
• how to avoid common mistakes that cost businesses their budget and accounts.

Next, we will take a detailed look at the specific requirements of Meta and TikTok: from sensitive topics and behavioral signals to nativeness, content compliance, and technical criteria.

Platforms and their specific requirements

Meta (Facebook/Instagram/others)

Meta is the most meticulous platform, and the key thing to understand is that the system analyzes more than just creativity. The decision to approve is based on a combination of factors: creativity + landing page + targeting settings + advertising account behavior. This means that even a perfect video can be rejected if the website looks questionable or the account behaves “suspiciously.”

The Swiss agency bir.ch, which works with the international advertising ecosystem, directly emphasizes:

Meta evaluates the advertising ecosystem as a whole, not individual creative. Violations can be found in any of the elements — the ad, the page, or the targeting.

1. “Sensitive” niches = separate review or prior approval

Meta has a list of topics that are considered risky: health, finance, crypto, supplements, investments, personal attributes of users, politics. In these categories, Meta expects:

In some cases, such as for financial products or medical services, formal confirmation is required that the business has the right to advertise these services in the relevant region. Bir.ch notes that activating ads in these verticals without approval often leads to restrictions or the disabling of the business manager.

Simple conclusion:

Meta likes honesty and documentation. If it’s a sensitive niche, be prepared for additional verification.

2. Account behavior signals: Meta analyzes more than just content

A common misconception is that if an ad is rejected, it is enough to “fix” it. In reality, Meta looks at history — and repeated mistakes can accumulate.

According to Blackscale Media, Meta actively monitors:

• repeated rejections in a short period of time,
• sudden, illogical budget changes,
• frequent targeting changes,
• unusual account activity (logins from different countries, new payment methods, suspicious IPs),
• behavior that looks like rule circumvention or attempts to “restart the system.”

They write:

Meta perceives account instability as a risk. Even legal advertising can be sanctioned if overall behavior signals possible violations.

3. Why does Meta ban even “white” advertisers?

Meta does not think in terms of “white-gray-black business.” It thinks in terms of risk. Therefore, even honest advertisers are blocked if:

• the algorithm does not trust the site,
• the creatives have a questionable tone,
• the account behaves “unstably,”
• the subject matter is considered high-risk.

And this explains why, according to bir.ch: There are no minor mistakes at Meta. Any little thing can be a red flag for automated systems.

TikTok: nativeness, transparency, and strict correspondence between creative and landing page

TikTok is a platform where advertising blends in with content. And that’s why the requirements here are different from Meta. TikTok allows for much bolder formats, but at the same time reacts much more harshly to violations of visual or semantic rules. According to TikTok For Business and Promodo analytics, there are three key principles that determine the success or rejection of advertising on TikTok.

1. Native advertising is not a trend, but a policy requirement

TikTok states explicitly in its official guidelines: Advertising should look like regular content, not like a typical commercial.

Therefore, TikTok rejects ads if they:

• are too promotional, with a “television” presentation;
• have aggressive calls to action;
• look like a classic banner in video format;
• contain too much text or graphic inserts.

Promodo adds in its guide: a short format — 9–15 seconds — works best. The main message should be delivered in the first 3–5 seconds, and the video should look like it was shot by a real user.

In simple terms: the more an ad looks like an ad, the more likely it is to be rejected.

2. Complete consistency between the creative and the landing page

TikTok strictly checks the connection between the ad and the page. This is not a recommendation; it is one of the main reasons for rejections.

Typical cases of blocking:

TikTok For Business explicitly states that any discrepancy between the content and the page is considered a deceptive practice. This automatically results in rejection. In repeat cases, it results in account restrictions.

The bottom line: Your TikTok ad and sales page must tell the same story. No discrepancies.

3. Strict adherence to the platform’s safety, tone, and subject matter

TikTok has its own set of restrictions, some of which are stricter than Meta’s:

• Provocative or sexualized images (even if they are mild) are prohibited.
• Scenes or references to dangerous activities are not allowed: speeding, jumping from heights, traumatic situations.
• Topics that may be “shocking,” even in a humorous format, are prohibited.
• It is not permitted to humiliate people for their appearance, weight, lifestyle, or income.
• An aggressive or “offensive” marketing tone may also be a reason for rejection.

TikTok is very attentive to the emotional content of the video. Any attempt to play on fear, shame, or anxiety is rejected more quickly than on Meta.

Conclusion: TikTok is about lightness, positivity, and authenticity. Anything that doesn’t fit into the atmosphere is removed by the system.

4. Technical requirements that are easy to underestimate

TikTok also checks:

• landing page loading speed;
• absence of pop-ups that cover the content;
• domain correctness;
• absence of redirects to third-party sites;
• quality of the mobile version (critically important).

TikTok’s guidelines state that if a page takes more than 5 seconds to load, the risk of rejection increases significantly.

Conclusion

In 2025, moderation at Meta, TikTok, and Google no longer works as a formal check, but as a full-fledged security system. Each platform has created its own approach to evaluating ads, and it is these differences that determine whether a campaign will pass moderation or be banned before its first showing.

Meta takes a comprehensive view of the advertising ecosystem: it analyzes creativity, landing pages, account history, and even behavioral signals. TikTok focuses on the authenticity and “purity” of emotional delivery, severely punishing any inconsistencies between the video and the landing page. Google focuses on transparency, the validity of claims, and the technical quality of the site, rejecting anything that may seem unreliable or dangerous.

Despite these differences, all platforms have one thing in common: advertising must be honest, correct, technically flawless, and created with respect for the user.

That is why the same creatives can work successfully in one environment and fail in another—each platform measures risks in its own way. Understanding this logic gives advertisers a competitive advantage: it allows them to minimize bans, stabilize accounts, and get results without constantly fighting moderation.

In conclusion: don’t view policies as restrictions, but as a map of the terrain. Those who know how to read a map will never get lost.

If you adapt your creatives and landing pages correctly to the specifics of each platform, even complex niches can be advertised consistently, without penalties or bans. This is the key to staying in the game in 2025.