TikTok is looking to add more transparency to branded content on its platform, with a broader expansion of its Branded Content toggle, which influencers will soon be required to switch on when promoting products in their clips.

As explained by TikTok:

“Branded content is subject to our Branded Content Policies. We published Branded Content Policies on our website at the end of May to support the beta test of the Branded Content (BC) Toggle in select regions. The BC toggle enables creators to prominently and seamlessly disclose when there is an exchange of value to influence the creation of the post. When enabled, the toggle adds a disclosure (for example, #Ad) to the description of the video.”