TikTok

Report September 2025

Submitted
TikTok’s mission is to inspire creativity and bring joy. With a global community of more than a billion users, it’s natural for people to hold different opinions. That’s why we focus on a shared set of facts when it comes to issues that affect people’s safety. A safe, authentic, and trustworthy experience is essential to achieving our goals. Transparency plays a key role in building that trust, allowing online communities and society to assess how TikTok meets its regulatory obligations. As a signatory to the Code of Conduct on Disinformation (the Code), TikTok is committed to sharing clear insights into the actions we take.

TikTok takes disinformation extremely seriously. We are committed to preventing its spread, promoting authoritative information, and supporting media literacy initiatives that strengthen community resilience.

We prioritise proactive content moderation, with the vast majority of violative content removed before it is viewed or reported. In H1 2025, more than 97% of videos violating our Integrity and Authenticity policies were removed proactively worldwide.

We continue to address emerging behaviours and risks through our Digital Services Act (DSA) compliance programme, which the Code has operated under since July 2025. This includes a range of measures to protect users, detailed on our European Online Safety Hub. Our actions under the Code demonstrate TikTok’s strong commitment to combating disinformation while ensuring transparency and accountability to our community and regulators.

Our full executive summary can be read by downloading our report using the link below.

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Commitment 15
Relevant Signatories that develop or operate AI systems and that disseminate AI-generated and manipulated content through their services (e.g. deepfakes) commit to take into consideration the transparency obligations and the list of manipulative practices prohibited under the proposal for Artificial Intelligence Act.
We signed up to the following measures of this commitment
Measure 15.1 Measure 15.2
In line with this commitment, did you deploy new implementation measures (e.g. changes to your terms of service, new tools, new policies, etc)?
Yes
If yes, list these implementation measures here
  • Building on our AI-generated content label for creators, and implementation of C2PA Content Credentials, we completed our AIGC media literacy campaign series in Mexico and the UK. These campaigns in Brazil, Germany, France, Mexico and the UK, which ran across H2 2024 and H1 2025, were developed with guidance from expert organisations like Mediawise and WITNESS to teach our community how to spot and label AI generated content. They reached more than 90M users globally, including more than 27M in Mexico and 10M in the UK.
  • Continued to join industry partners as a party to the “Tech Accord to Combat Deceptive Use of AI in 2024 Elections’ which is a joint commitment to combat the deceptive use of AI in elections.
  • We continue to participate in relevant working groups, such as the Generative AI working group, which commenced in September 2023.

Do you plan to put further implementation measures in place in the next 6 months to substantially improve the maturity of the implementation of this commitment?
N/A
If yes, which further implementation measures do you plan to put in place in the next 6 months?
N/A
Measure 15.1
Relevant signatories will establish or confirm their policies in place for countering prohibited manipulative practices for AI systems that generate or manipulate content, such as warning users and proactively detect such content.
QRE 15.1.1
In line with EU and national legislation, Relevant Signatories will report on their policies in place for countering prohibited manipulative practices for AI systems that generate or manipulate content.
Our Edited Media and AI-Generated Content (AIGC) policy includes commonly used and easily understood language when referring to AIGC, and outlines our existing prohibitions on AIGC showing fake authoritative sources or crisis events, or falsely showing public figures in certain contexts, including being bullied, making an endorsement, or being endorsed. As AI evolves, we continue to invest in combating harmful AIGC by evolving our proactive detection models, consulting with experts, and partnering with peers on shared solutions.

While we welcome the creativity that new AI may unlock, in line with our updated policy, users must proactively disclose when their content is AI-generated or manipulated but shows realistic scenes (i.e. fake people, places, or events that look like they are real). We launched an AI toggle in September 2023, which allows users to self-disclose AI-generated content when posting. When this has been turned on, a tag “Creator labelled as AI-generated” is displayed to users. Alternatively, this can be done through the use of a sticker or caption, such as ‘synthetic’, ‘fake’, ‘not real’, or ‘altered’. 

We also automatically label content made with TikTok effects if they use AI. TikTok may automatically apply the "AI-generated" label to content we identify as completely generated or significantly edited with AI. This may happen when a creator uses TikTok AI effects or uploads AI-generated content that has Content Credentials attached, a technology from the Coalition for Content Provenance and Authenticity (C2PA). Content Credentials attach metadata to content that we can use to recognize and label AIGC instantly. Once content is labeled as AI-generated with an auto-label, users are unable to remove the label from the post.

We do not allow: 
  • AIGC that shows the likeness of young people or realistic-appearing people under the age of 18 that poses a risk of sexualisation, bullying or privacy concerns, including those related to personally identifiable information or likeness to private individuals. 
  • AIGC that shows the likeness of adult private figures, if we become aware it was used without their permission.
  • Misleading AIGC or edited media that falsely shows:
    • Content made to seem as if it comes from an authoritative source, such as a reputable news organisation
    • A crisis event, such as a conflict or natural disaster.
    • A public figure who is:
      • being degraded or harassed, or engaging in criminal or antisocial behaviour.
      • taking a position on a political issue, commercial product, or a matter of public importance (such as an election).
      • being politically endorsed or condemned by an individual or group.