TikTok has announced revisions to its Community Guidelines, set to take effect on September 13, 2025. While much of the update involves simplifying language, several changes signal how the platform intends to handle livestreaming, AI-generated content, personalization, and commercial activity moving forward.
A major focus is TikTok LIVE. The new rules make clear that creators are responsible for everything that happens during their broadcasts, even when using third-party tools like real-time translation or text-to-speech. The platform warns that misuse of these tools – whether intentional or not – will still fall on the creator to manage. TikTok has also introduced stricter requirements for commercial content, stating that undisclosed promotional material will be penalized. In markets where TikTok Shop operates, the platform will down-rank posts directing users to make purchases off-platform.
The updated guidelines also expand on how TikTok personalizes user experiences. Search results, recommendations, and even the order of comments are now explicitly described as individualized, relying on signals such as prior searches, watch history, and engagement with replies or likes. This reflects a broader move toward algorithmic customization, but also raises questions about transparency and consistency in user experience.
On AI-generated content, the changes are more subtle. Previous language banning deepfakes that falsely depicted endorsements or public figures in sensitive contexts has been replaced with a broader ban on content that is “misleading about matters of public importance or harmful to individuals”. The omission of explicit references to AI-based endorsements has already sparked speculation about future opportunities for AI-driven marketing.
