TikTok’s Evolving Standards for 2025
TikTok has announced an update to its Community Guidelines, set to take effect on September 13, 2025. While the company describes the changes as a simplification of existing rules, the new version introduces subtle but important shifts for LIVE creators, commercial content, AI usage, and personalization features. These updates reflect TikTok’s efforts to balance user creativity with growing global regulations like the EU’s Digital Services Act (DSA) and the U.K.’s Online Safety Act (OSA).
New Responsibilities for LIVE Creators
One of the biggest updates concerns TikTok LIVE creators. The platform emphasizes that hosts are now fully responsible for everything that occurs during their live sessions, even if third-party tools are being used. Features such as real-time translation or voice-to-text comment readers must be carefully monitored by creators, as TikTok warns that any violations through these tools will still fall under the creator’s accountability. This move is seen as a way to prevent misuse of automated tools and ensure higher levels of platform safety.
Stricter Rules on Commercial Content
Another significant addition is the requirement for clear disclosure of commercial content. TikTok states that promotional videos must be transparent, and content that encourages users to buy products off-platform will face reduced visibility in regions where TikTok Shop operates. This adjustment underscores TikTok’s strategy to prioritize its marketplace and keep more transactions within its ecosystem.
Personalized Experience: Search, Recommendations, and Comments
TikTok has also revealed that personalization goes deeper than ever before. The updated guidelines explain that search results, recommendations, and even comment sections are now customized per user. Factors such as past searches, viewing history, likes, replies, and reports influence what each individual sees. This means that no two users will have identical experiences, making TikTok one of the most algorithm-driven platforms in the world.
AI Content: Simplified Language, New Implications
While TikTok’s stance on AI-generated content has not drastically changed, the platform has streamlined its wording. Previously, the guidelines explicitly banned deepfakes showing public figures in certain contexts, including endorsements. Now, TikTok only states that AI content is prohibited if it is “misleading about matters of public importance or harmful to individuals.” Interestingly, the removal of language about AI endorsements hints that the company may be leaving the door open for celebrity-approved AI campaigns in the future.
Content Moderation Goals: A Softer Image
TikTok has also changed how it describes the purpose of content moderation. Previously framed as keeping the platform “safe, trustworthy, and vibrant,” the new language defines moderation as a way to make TikTok “a safe, fun, and creative place for everyone.” The omission of the word “trustworthy” has sparked some debate, but TikTok appears to be focusing on a more playful and community-driven image.
Conclusion
TikTok’s new Community Guidelines may seem subtle at first glance, but they signal a strategic shift in transparency, accountability, and personalization. From putting more responsibility on LIVE creators to restricting off-platform commerce, and simplifying rules on AI content, these updates highlight how TikTok is adapting to global scrutiny while reinforcing its marketplace dominance. For creators and brands, the message is clear: adapt quickly to TikTok’s evolving ecosystem or risk losing visibility.
