“With consumer trust of big platforms having been eroded over the past few years, steps like this are essential to empower and inform consumers,” outlined Aengus Boyle, senior director for media at VaynerMedia London.
“The new commercial content library is also an exciting prospect for those interested in seeing how other advertisers are activating on the platform, giving a view into creatives being run, flight dates and details around targeting parameters leveraged,” added Boyle.
These changes are also seen as being a positive step for advertisers by Costas Tsiappourdhi, social product partner at media agency Brainlabs, especially the content reporting and age limitations being introduced, which he believes are likely to see a broader investment in the platform from more risk-averse businesses.
“The ability to opt out of content personalization is particularly interesting for a platform that has built its business and brand on delivering highly personalized content to its users,” he added. “While this could see a change in how those users engage, I expect, in practice, that TikTokers will be reluctant to part ways with their algorithmically curated For You pages, resulting in few opt-outs overall.”
According to Paul Kasamias, chief performance officer for Performics, the moves will create a more level playing field for all of the major tech platforms from an advertiser perspective while offering users more control.
“By embracing DSA compliance, TikTok is actively working to create a more transparent and trustworthy advertising environment. Advertisers can have confidence in the platform’s commitment to responsible advertising practices, which is crucial for building long-term partnerships and maintaining the integrity of the advertising ecosystem. Increased trust could well act as a catalyst for further advertising investment into these platforms,” added Kasamias.
The introductory changes were announced by Madeline Moncrieff, director of legal EMEA for TikTok, on Aug. 28.
