TikTok has joined the European Advertising Standards Alliance as a digital member, strengthening its commitment to responsible advertising, self-regulation and consumer protection across the region.
As a Full Member, TikTok will support 28 advertising self-regulatory organisations across Europe, formalising its contribution to advancing industry standards and best practice on a global scale.
The move comes at a time when trust in advertising is climbing. In the UK, public trust in advertising reached its highest level in five years, rising to 40% in 2025 from 31% in 2021, according to research from Credos. Increased public awareness of the industry’s self-regulatory system has been cited as a contributing factor.
Investing in trust and transparency
Alongside regulatory compliance, TikTok says effective self-regulation plays a central role in maintaining public confidence in advertising.
The platform has continued to expand its brand safety and suitability offering through its TikTok Safety Suite, which includes controls, tools and third-party measurement solutions designed to give advertisers greater oversight of where their ads appear. Recent updates include expanded exclusion controls and a dedicated Brand Safety and Suitability Playbook.
TikTok also provides commercial disclosure tools such as paid partnership labels and branded content features, aimed at helping creators and brands communicate clearly with audiences and ensure advertising is easily identifiable.
European economic impact
Beyond standards and transparency, TikTok’s advertising business is also delivering significant economic impact.
According to independent research by Public First, businesses advertising on TikTok generated €31 billion in economic value across the EU in 2025. This includes €7.2 billion in economic output in Germany, €5.2 billion in France, €3.6 billion in Italy, €3 billion in Spain and €920 million in Poland. For SMEs alone, advertising on the platform contributed €13 billion in total economic growth.
Thomas Wlazik, TikTok’s General Manager, Europe, Global Business Solutions, described the membership as a significant step for the business.
“Joining EASA is a huge milestone for TikTok, and formalises our support for partners we have been working with for a number of years behind the scenes. With the shared goal of promoting and upholding responsible advertising, we look forward to working with EASA, our industry peers and association partners across Europe to build greater trust in the advertising industry.”
Ludovic Basset, Director General at the European Advertising Standards Alliance, welcomed the move towards “responsible advertising.”
“As a global platform playing an increasingly influential role in digital advertising, TikTok’s membership marks a significant step forward in our shared commitment to responsible advertising. This collaboration underscores our collective dedication to upholding the highest standards of transparency and consumer protection across Europe’s digital ecosystem.”
Orla Twomey, Chairwoman at the European Advertising Standards Alliance, added: “We are delighted to welcome TikTok as our newest member. Their membership reaffirms our collective mission to uphold the highest advertising standards across all media and exemplifies our leadership in fostering an environment built on trust and integrity in Europe.”
