Compliance2026-10-09ยท 6 min read
TikTok & Meta Ad Compliance: Key Rules in the US, UK and Germany
The rules that most often get e-commerce ads rejected, and how to write around them.
Key takeaways
- Avoid before/after and medical claims.
- Disclose paid partnerships.
- Keep landing pages fast and transparent.
United States (FTC)
Testimonials must reflect real experience, and paid creators should disclose. Health claims need evidence.
United Kingdom (ASA)
No misleading prices or exaggerated results. Comparisons must be fair and verifiable.
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Strict rules on comparative advertising and words like "best" or "guaranteed." Clear pricing including VAT.
Platform-level rules
- No personal-attribute targeting language ("Are you overweight?").
- No fake buttons or misleading links.
- Landing page must match the ad promise.
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