Social ad checks for Aussie brands: Check claim accuracy against current business records and evidence.; Verify landing page works on mobile and shows full offer details.; Confirm TikTok account and website match official documents.
Image: Paid Social Guide

Account Structure

Social advertising policy and brand checks

A practical approval workflow for Australian social ads: check claims, brand identity, creator permission, platform rules and the destination before submission.

Accounts Desk · · 7 min read

Before submitting a social ad, review the promise people will see, the identity delivering it and the page they will reach. Platform approval does not establish that a claim is accurate, an offer can be fulfilled or a creator has agreed to the paid use.

Give the review an owner

Assign one person to assemble the final ad and another with authority over the offer to approve it. Name the person responsible for approving the brand identity and assets. Review image or video, spoken and on-screen words, caption, call to action, display identity and exact destination together. Note the target market and any product category needing a separate platform check.

For each issue, decide whether to approve, revise or hold for evidence. Keep the approved version and date so later changes can be compared with what was submitted.

Check the promise and brand

Ask what a viewer unfamiliar with the business would understand. Check product or service, price, availability, delivery area and important conditions against current business records. Images and demonstrations can imply claims beyond the written copy.

As a practical review, confirm the overall impression is supported by your evidence and key conditions are visible alongside the claim. Record which evidence supports that impression and any limits it places on the claim.

Check that the name, logo, product version and tone are approved for this campaign. Record the approving person and the versions approved for use. A record about an earlier model or offer may support only a narrower claim. If evidence applies to one location, period or variant, make that limit clear in the ad.

Review point / Record before submission

Claim
Viewer takeaway, supporting evidence and any limits.
Offer
Whether the business can supply it on the advertised terms.
Brand
Approving person, identity and approved assets.
Creator
Agreed paid-use scope for the identity and content.
Destination
Exact page, matching offer and available next step.

Pre-Submission Review Checklist for Australian Social Ads

  • ClaimViewer takeaway, supporting evidence and any limits.
  • OfferWhether the business can supply it on the advertised terms.
  • BrandApproving person, identity and approved assets.
  • CreatorAgreed paid-use scope for the identity and content.
  • DestinationExact page, matching offer and available next step.

Keep claim evidence available

The Competition and Consumer Act 2010 (CCA) includes Schedule 2, the Australian Consumer Law (ACL), which covers misleading or deceptive conduct. The ACCC can require businesses to back up product or service claims, including claims in social media advertising, and can investigate and take compliance or enforcement action if it considers a claim false or misleading. It accepts reports to inform its education, compliance and enforcement work, but does not resolve individual disputes or provide legal advice.

Key Regulatory & Platform Requirements for Australian Social Ads

TikTok Landing Page Restrictions
No expired, incomplete, or auto-downloading pages allowed.
Required E-commerce Info
Company name, address, contact method, price, shipping, return policy, T&Cs, privacy policy.
TikTok Creator Limit
Each account’s posts can be used in up to 2,000 ads.
Therapeutic Goods Advertising
Must comply with TGA guidance for social media advertising.

Check the platform and destination

Check the chosen platform’s current rules for the product and target market. For TikTok, check TikTok Advertising Policies, including Ad Format and Functionality; TikTok requires a functional landing page that works on the network of the targeted market.

Open the exact destination on a phone before submission. Confirm it loads, presents the advertised offer and material terms, and makes the promised next step available. Recheck the live ad if the page or offer changes later.

TikTok vs LinkedIn Ad Policy Requirements (Australia)

  • Landing Page RequirementsMust be mobile-friendly, functional, not under construction or a 404. No automatic downloads or personal data requests.
  • Privacy Policy VisibilityMust be clearly displayed and accessible; required for lead ads.
  • Third-Party LinksNot allowed to point to third-party marketplaces, personal websites or unverified social media accounts.
  • Content Quality StandardsNo insufficient original content or high ad-to-content ratio.
  • LinkedIn Ad PolicyRequires compliance with local advertising standards and clear disclosure of paid content.

Confirm account eligibility

TikTok reviews whether a business is located in a region supported by TikTok Ads Manager and is permitted to advertise its products in the target market. Its Account Review Checklist notes that ads cannot be published until the account is approved.

TikTok checks the account and business name, and the company website added to Account Setup. It also checks that Account Setup information contains no offensive language or incoherent text strings. Where required by the local market, official documents such as a business licence or professional certification must be provided, and the name on required documents must match the account business name and company website.

For TikTok, check that the company website in Account Setup is correctly formatted, works on mobile, is not under construction or a 404 page, and clearly promotes a product, service or brand. TikTok checks compliance with local payment, privacy and refund policies; the website must not point to a third-party marketplace, personal website or unverified social media account.

Account Eligibility & Setup Process for TikTok Ads in Australia

  1. Confirm Region SupportEnsure your business is located in a region supported by TikTok Ads Manager.
  2. Verify Business Name & WebsiteWebsite must be correctly formatted, mobile-friendly, not under construction, and promote a product or service.
  3. Submit Required DocumentsProvide official documents like business licence or professional certification if required by local law.
  4. Ensure Compliance with Local LawsAdhere to local payment, privacy, and refund policies; avoid linking to unverified platforms.
  5. Await Account ApprovalAds cannot be published until the account is approved by TikTok.

Check destination functionality and information

TikTok does not allow landing pages that are expired, erroneous, under construction or incomplete, or that are not mobile-friendly. A page must not automatically download files or require viewers to download a program or provide personal information to access its main content. TikTok also disallows pages with insufficient original content or a high ratio of ads to original content, and paid or unpaid Hashtag Challenge pages as landing pages.

For TikTok e-commerce ads, check that the landing page provides complete and accurate information, including the company name and address, a contact method, price in local currency, shipping information, return and refund policy, terms and conditions, and privacy policy. Applicable local law may require additional information.

If the ad is a TikTok lead ad, its privacy policy must be clearly displayed and easy to find, and must comply with applicable data protection regulations. The Link URL field must lead to the privacy policy page or a landing page that displays its clauses.

Hand off the approved version

A creator’s public post alone does not establish permission to advertise using that creator’s identity. For a TikTok Spark Ad using another creator’s post, check the account/video authorisation application in Business Center and confirm the authorised account or post appears in Ads Manager under “Use Other Authorized Account or Post”. Check the commercial agreement and any rights in music, footage or other third-party material separately.

Give the media team the approved asset, wording, destination and identity as one version. Compare those items with the submitted ad and record the platform result. If it is rejected, use the displayed reason to decide on a specific correction or appeal. During the campaign, revisit the review after a material change to the offer, destination or creator permission.

Match identity to platform authorisation

TikTok’s Identity setting determines how the business is presented in ads; check whether the feature is available in Ads Manager before planning the format. With Identity enabled, ads can use Spark Ads from a linked TikTok account or posts authorised by another creator. With Identity disabled, non-Spark ads use Custom Identity, which TikTok is phasing out.

To use an account owned by the business, link a TikTok account to the TikTok for Business Account and upgrade it to a TikTok Business Account. For another creator’s account or post, complete the account/video authorisation application in Business Center; authorised accounts and posts sync to Ads Manager under “Use Other Authorized Account or Post”. TikTok limits each account’s posts to use in 2,000 ads, including ads created with either identity type.

In this guide

  1. Reviewing a social ad claim before submissionCheck what a social ad promises, match each material claim to current evidence and decide whether to keep, narrow or hold the wording.
  2. Handling rejected ads without repeated blind resubmissionUse the stated rejection reason to inspect the affected ad, page or form, then make a documented correction or a focused appeal.
  3. Checking permission to advertise from a creator identityConfirm the agreed paid use, exact creator post or account permission, ad account and period before advertising from a creator identity.
  4. Documenting account changes after a policy warningPreserve the warning, log each correction and approver, and verify the displayed account state without claiming the issue is permanently resolved.

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