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TikTok achieves TAG Brand Safety Certification in the Middle East

Certification demonstrates TikTok's ongoing dedication to building a safe, transparent and trustworthy platform for both users and brands.

TikTok For Business METAP announced that it was awarded the TAG Brand Safety Certificate across the Middle East, Turkey and Africa. Awarded by the Trustworthy Accountability Group (TAG), the leading global certification program, this certification recognizes TikTok for setting rigorous brand safety standards to protect the safety of our community, provide brand protection, and ensure transparency into our practices.

In September 2020, TikTok received its initial TAG Brand Safety Certification for the UK in conjunction with the program launch. Additionally, the platform received certifications in North America, Europe, Australia, and New Zealand in February of this year.

“Brand safety involves a complex and constantly evolving set of challenges and TikTok is committed to ensuring that the platform remains a safe space for the entire ecosystem to express themselves authentically,” said Shant Oknayan, general manager, Global Business Solutions, Middle East Africa Turkey, and Pakistan, TikTok.

“We’re pleased that TAG has recognized our efforts in the region to build a safer, more transparent platform. We are certain that this will act as another testament to the maturity of our safety policies and will encourage organizations to trust in the potential of the platform when doing business. We look forward to building on our partnership with TAG as well as other safety partners throughout the network.

TAG is a cross-industry initiative to fight criminal activity and strengthen brand safety in digital marketing, and the TAG Brand Safety Certified Program is the ad industry’s largest and broadest global brand safety certification program.

To achieve TAG Brand Safety Certification digital platforms are required to prove:

  • That all new and updated agreements for digital advertising services adhered to TAG’s Brand Safety Principles, including specific brand safety criteria, policies and procedures, as well as a takedown, monitoring and compliance requirements.
  • That 100 per cent of monetizable transactions are independently reviewed by one or more content verification providers or inclusion/exclusion lists as defined in digital advertising agreements. They must also explain their policies around AI and human content moderation.
  • That they document the specific policies and procedures they have put in place to minimize the risk of ad misplacement.

“We are pleased to recognize TikTok for taking the steps necessary to extend its TAG Brand Safety Certified status worldwide,” said Mike Zaneis, CEO, TAG. “By adopting industry best practices to protect its partners and the supply chain from the full range of potential brand safety threats, TikTok is demonstrating its strong commitment to the safety of its growing community and the protection of brands within that community. We look forward to continuing to work with TikTok to raise the bar for other companies across the digital ad supply chain.”

This certification is an integral part of TikTok’s ongoing dedication to building a safe, transparent, and trustworthy platform for users and brands. It also builds on its recent milestone of the release of the expanded Community Guidelines Enforcement Report. TikTok’s mission is to inspire creativity and bring joy. Building a brand-safe environment means starting with keeping users safe to authentically express themselves. By prioritizing the safety of the community, the platform in turn is able to create a positive environment for brands.

Through the partnership with TAG and other leading organizations such as the Global Alliance for Responsible Media (GARM) and the Brand Safety Institute (BSI), TikTok continues its commitment to be a part of a broader initiative to raise the bar on brand safety industry standards globally.