TikTok’s new guidelines add subtle changes for LIVE creators, AI content, and more

TikTok is set to unveil an update to its Community Guidelines, which outline the rules for users engaging on the platform and establish the criteria for content appearing on users' For You Feed. While much of the revision aims for clarity and simplicity, key changes stand out, particularly regarding the platform's marketplace focus, user experience personalization, and adjustments to the policies surrounding AI-generated content. With the increasing global scrutiny on social media, including regulations like the U.K.'s Online Safety Act and the EU's Digital Services Act, TikTok is responding with changes that will take effect on September 13, 2025. While the modifications may not be groundbreaking, they indicate a shift in emphasis. A significant portion of the revised guidelines addresses TikTok LIVE creators. The platform has made it clear that creators bear responsibility for all activities during their live sessions, even when utilizing third-party tools such as real-time translation or comment reading services. TikTok stresses the importance of monitoring these tools to avoid inadvertent rule violations. Another crucial update pertains to commercial content. TikTok mandates that creators disclose any commercial content and has indicated that posts directing users to purchase products outside the platform will see reduced visibility in markets where TikTok Shop operates. The platform is also taking steps to tailor user search results more intricately. The new guidelines clarify that both search results and recommendations will vary from user to user, based on individual viewing habits and past searches. This personalization extends to comments as well, which will now be organized based on factors such as previous interactions, likes, and user reports. The section concerning AI content has seen minor updates, primarily aimed at simplifying the language used to describe prohibited deepfake content. TikTok has refined its stance, now stating that it will not allow content that misrepresents public issues or harms individuals. Notably, references to AI endorsements have been omitted, which raises questions about the potential for future celebrity-backed AI marketing. Additionally, the guidelines have been streamlined, with eligibility standards for the For You Feed now dispersed throughout various sections, making it less straightforward for users to reference. The rationale behind TikTok's content moderation has also been adjusted; it now emphasizes creating a “safe, fun, and creative place for everyone,” omitting the prior mention of trustworthiness. This change may signal a shift in the platform's priorities as it navigates the evolving landscape of social media regulation.