In April 2025, TikTok expanded its Safety Suite by launching two new tools: the Video Exclusion List and the Profile Feed Exclusion List. These features provide advertisers with enhanced control over where their ads appear, ensuring alignment with brand values and messaging.
Video Exclusion List
The Video Exclusion List allows advertisers to prevent their ads from appearing alongside specific video content. By excluding particular video IDs, brands can avoid associations with content that may not align with their image. This tool is especially useful for maintaining brand integrity in a dynamic content environment.
Profile Feed Exclusion List
Similarly, the Profile Feed Exclusion List enables advertisers to exclude their ads from appearing in the profile feeds of specific creators. By inputting creator usernames, brands can ensure their ads are not displayed alongside content from profiles that may not reflect their brand values.
Implementation and Management
Both exclusion lists can be managed directly within the TikTok Ads Manager’s Brand Safety Hub. Advertisers have the option to manually add video IDs or profile usernames or work with third-party partners like IAS, DoubleVerify, or Zefr for managed services.
Strategic Implications for Advertisers
For online marketers, especially those new to the field, these tools offer a proactive approach to brand safety. By providing granular control over ad placements, brands can maintain consistency in their messaging and avoid potential reputational risks associated with unsuitable content.
As the digital advertising landscape continues to evolve, TikTok’s commitment to brand safety through these tools underscores the importance of aligning ad placements with brand values. Advertisers are encouraged to utilize these features to ensure their campaigns resonate positively with their target audiences.
