A report published Oct. 7, 2026, says TikTok changed its advertiser-enforcement rules around the beginning of November 2025, reducing the violations that could trigger an immediate advertiser ban from 37 to 13. The report’s comparison of complaint counts also found more Better Business Bureau reports mentioning TikTok in the six-month period after the change.
What the reported rule change covered
The reported change reduced the number of advertiser violations eligible for an immediate ban from 37 to 13. The report also said non-delivery scams—schemes in which shoppers pay for goods that never arrive—were no longer treated as severe enough to warrant advertiser suspension under the rules it described.
That reported policy shift is the subject of the findings; the complaint figures are a separate measure. In a comparison of six-month periods before and after the reported change, the complaint counts rose across several categories.
What the complaint figures measure
The analysis covered more than 5,500 anonymous, unverified complaints submitted to the Better Business Bureau. It used AI, machine learning and human review to compare complaint counts across the two six-month periods.
| Complaint category | Reported change in complaint count | Comparison period |
| All scam reports | 59% increase | Six months before and after the reported rule change |
| Reports mentioning TikTok | 142% increase | Six months before and after the reported rule change |
| Reports describing non-delivery scams | More than 200% increase | Six months before and after the reported rule change |
These are changes in complaint counts. The comparison puts the reports before and after the rule change, without measuring verified scam totals or assigning the changes to TikTok’s policy.
The report also said internal data showed that more than 20,000 American users reported one network of Asia-based advertising accounts promoting a non-delivery scam. That figure counts reports about one network, not verified victims or losses.
How fake-store ads can lead to non-delivery
In the reported pattern, an ad uses a familiar brand’s name or look to draw shoppers to an outside storefront. The customer pays there, but the goods never arrive. A reported US case involved two purchases: $40 for Aerie pajamas and $40 for a Ralph Lauren Polo Bear sweater. Neither order arrived.
TikTok’s response and US ad controls
TikTok rejected the allegations and said it prohibits fraudulent and deceptive advertising and has strengthened its policies and enforcement systems. That is the company’s stated position.
For US users, TikTok’s ad and privacy controls allow personalized ads to be turned off, but non-personalized ads will still appear. Users can report an ad through its share control or by pressing and holding it, then selecting Report and following the prompts. Not interested can hide an ad and provide feedback; it is separate from submitting a report.
