Major Community Guidelines Refresh — AI and LIVE Rules Expanded
TikTok removed “trustworthy” from platform goals. Expanded AI content rules, mandatory LIVE disclosures, and original content enforcement.
What Changed
On September 13, 2025, TikTok’s revised Community Guidelines took effect. The most symbolically significant change was removing “trustworthy” from platform goals — now focusing on safety, authenticity, and community standards without promising trustworthiness.
AI-generated content rules were expanded: creators must add visible labels directly on video (not just captions) when using AI to generate or significantly alter depictions of people, voices, or realistic scenes. TikTok broadened language to cover more misuse scenarios with less specificity.
LIVE streamers are now explicitly responsible for all stream content including third-party tools. Commercial content requires disclosure of paid partnerships. TikTok reduces visibility of content directing off-platform purchases where TikTok Shop is available — pushing commerce into its own ecosystem.
Who's Affected
- All TikTok creators and brands globally
- AI content creators — must label generated content visibly on-screen
- LIVE streamers — expanded responsibility for all stream content
- Brands and influencers doing sponsored content — must disclose partnerships
- E-commerce sellers promoting off-platform purchases — expect reduced reach
- Content repurposers and aggregators — original content enforcement impacts repost-heavy accounts
Action Steps for Creators & Brands
- 1Label all AI-generated content visibly on-screen — captions alone are not sufficient
- 2Audit LIVE streaming practices — ensure oversight of everything broadcast including third-party tools
- 3Disclose all paid partnerships and promotional content clearly
- 4Prioritize TikTok Shop over off-platform links in markets where Shop is available
- 5Review content originality — remove or replace reposted copyrighted material
- 6Update AI content workflows to include mandatory labeling steps before publishing
Key Dates
| Date | Milestone |
|---|---|
| Aug 15, 2025 | Guidelines announced |
| Sep 13, 2025 | New guidelines effective — immediate enforcement |