TikTok Updates Rules on AI Content for Transparency

In a move to bolster transparency and maintain user trust, TikTok has updated its Community Guidelines to address the rise of AI-generated content on its platform. These changes, effective from April 21, 2023, aim to clearly delineate between authentic and synthetic media, ensuring users are well-informed about the nature of the content they engage with.

Defining Synthetic Media

TikTok characterizes "synthetic media" as content created or modified by artificial intelligence technologies. While AI offers creators innovative avenues for expression, it also poses challenges in distinguishing factual content from fabricated material. To mitigate potential misinformation, TikTok now mandates that all AI-generated or significantly altered content be appropriately labeled. This initiative seeks to provide viewers with essential context, helping them discern the authenticity of the media they consume.

Guidelines for AI-Generated Content

Under the revised guidelines, creators are required to disclose when their content has been entirely generated or substantially edited using AI. This includes scenarios where real images or videos are altered beyond minor adjustments.

• Depicting individuals performing actions they did not originally undertake.​
• Altering speech to include statements not actually made by the person.​
• Significantly modifying someone's appearance to the point of being unrecognizable.​

By enforcing these guidelines, TikTok aims to prevent the spread of misleading information and uphold the platform's integrity.

Restrictions on Synthetic Media Involving Individuals

TikTok's updated policies prohibit the use of synthetic media featuring real private individuals without their consent. Private individuals encompass anyone under 18 and adults who are not public figures. While content involving public figures over 18—such as government officials, politicians, business leaders, and celebrities—is permitted, it is subject to restrictions. Notably, using AI-generated content of public figures for political or commercial endorsements is strictly forbidden. ​

Implementation of AI Content Labels

To enhance transparency, TikTok has introduced tools enabling creators to label their AI-generated content effectively. Creators can disclose AI involvement directly on the video by adding text, a hashtag sticker, or context in the video's description. Additionally, TikTok has begun testing automated labels that detect and mark content created or edited by AI. This dual approach ensures that viewers are informed about the nature of the content, fostering a more authentic user experience.

Collaborations to Promote AI Transparency

TikTok is actively collaborating with industry experts and organizations to promote transparency in AI-generated content. By partnering with entities like the Coalition for Content Provenance and Authenticity (C2PA), TikTok aims to implement standardized labeling practices across platforms. These collaborations are part of a broader effort to educate users about AI's role in content creation and to navigate the evolving digital landscape responsibly.

Implications for Marketers and Content Creators

For marketers and content creators, TikTok's updated guidelines present both challenges and opportunities. Transparency in disclosing AI-generated content can enhance credibility and trust with audiences.

• Clearly Label AI-Generated Content: Use TikTok's labeling tools to inform viewers about AI involvement in content creation.​
• Adhere to Platform Policies: Ensure compliance with TikTok's guidelines to avoid content removal or account penalties.​
• Engage Authentically: Balance AI-driven creativity with genuine human elements to foster deeper connections with the audience.​

By embracing these practices, creators can leverage AI's capabilities while maintaining the authenticity that resonates with TikTok's community.​

TikTok's proactive approach to regulating AI-generated content underscores its commitment to user trust and platform integrity. As AI continues to evolve, such measures are crucial in navigating the complexities of digital content creation and consumption.