What is TikTok's Partnership Disclosure?

Everything you need to know about running compliant TikTok content with Cohley creators...

Content Disclosure

1. Are creator posts published through Cohley compliant with TikTok’s Commercial Content Disclosure policy?

Yes. Every TikTok post that flows through a Cohley brief is tied to a TikTok Campaign Invite Link — TikTok’s own official mechanism for auto-applying the Paid Partnership / Branded Content label. When your creator publishes their post, the disclosure is applied by TikTok automatically. You’re not relying on the creator to remember to flip a toggle.

2. Why does this matter for my campaigns?

TikTok’s Commercial Content Disclosure policy (rolled out globally in September 2025) requires creators to disclose any post with a material connection to a brand — paid content, gifted product, event invitations, anything of value. Posts that aren’t properly disclosed are:

• Ineligible for the For You feed (so they get almost no organic reach)
• Ineligible to be run as Spark Ads
• Subject to account-level penalties for the creator on repeat offenses

For Spark Ads specifically, disclosure must already be applied to the organic post before you boost it. You can’t fix it after the fact.

3. Does Cohley’s approach satisfy global advertising regulations?

TikTok’s native disclosure toggle is designed to align with regulations across the major markets, including the FTC’s Endorsement Guides in the US, the ASA / CMA in the UK, and the EU’s Unfair Commercial Practices Directive. By using TikTok’s Campaign Invite Link, posts published through Cohley briefs carry the platform-native disclosure that satisfies these regulators.

4. Do my creators need to do anything differently to stay compliant?

No. With the TikTok & Cohley setup in the brief, disclosure is auto-applied on TikTok’s end.

5. Can I run partnership posts for regulated categories like alcohol?

Yes — Cohley supports TikTok partnership posts for any category. Important distinction: the disclosure compliance described above covers partnership disclosure only (the Paid Partnership label). It does not cover category-specific advertising rules.

For regulated categories like alcohol, you — the brand — are responsible for ensuring your campaign meets all applicable laws, advertising regulations, platform policies, and industry codes, including any age-related requirements for creators or their audiences (for example, legal-drinking-age standards). Cohley doesn’t provide legal advice — confirm requirements with your own legal/compliance team and review TikTok’s policies for your category before launching.

To help you meet your requirements: add Creator Criteria to your brief to set requirements such as creator age, use private briefs and direct invites to hand-pick the creators you want, review creator profiles and audience demographics for fit, and work with your CSM to set the brief up accordingly.