TikTok has rolled out two new brand suitability controls as part of its ongoing efforts to enhance advertising safety and flexibility, including a video exclusion list and profile feed exclusion list. Both features are designed to provide advertisers with greater control over where their ads appear on the platform.

The TikTok video exclusion list allows advertisers to exclude specific video IDs from appearing alongside their advertisements. This feature offers near real-time exclusions, enabling brands to swiftly manage their ad placements. Meanwhile, the TikTok profile feed exclusion list permits advertisers to exclude particular profile pages by username from serving adjacent to their profile feed ads.

Both exclusion solutions are globally accessible through the Brand Safety Hub in TikTok ads manager. Advertisers have the option to manage their exclusion lists independently or collaborate with third-party measurement providers such as Integral Ad Science, DoubleVerify, and Zefr. While the managed service for the TikTok video exclusion list is already operational, the TikTok profile feed exclusion list is expected to be available soon.

In addition to the new exclusion controls, TikTok has introduced the TikTok brand safety & suitability playbook. This resource is intended to guide advertisers through the platform's brand safety and suitability solutions. The playbook includes an overview of the TikTok safety suite, detailed explorations of each solution, visual decision trees, case studies, and information on the brand safety hub.

Global Head of Business Marketing at TikTok, Sofia Hernandez, said: "Trust is the foundation of modern marketing. In today’s digital world, consumers expect brands to align with their values, and advertisers need confidence that their messages appear in the right environments. At TikTok, we’re committed to helping brands navigate this landscape — not just by protecting them, but by empowering them. The TikTok Safety Suite goes beyond industry standards to provide advertisers with proactive, flexible solutions that put control in their hands. With the launch of the TikTok Video Exclusion List, TikTok Profile Feed Exclusion List, and the TikTok Brand Safety & Suitability Playbook, we are reaffirming our commitment to innovation, transparency, and brand confidence."