London, 16 February 2026 - TikTok has joined the European Advertising Standards Alliance (EASA) as a digital member, reinforcing its commitment to responsible advertising through self-regulation and consumer protection.
Joining as a Full Member, TikTok will support 28 advertising self-regulatory organisations across Europe, formalising its contribution to advancing industry-wide standards globally.
In addition to dedicating considerable resources to complying with regulatory requirements, effective self-regulation plays a key role in maintaining public confidence in advertising. For example, in the UK, public trust in advertising reached its highest level in five years, rising to 40% in 2025, up from 31% in 2021, partly attributed to increased public awareness of the industry's self-regulatory system (Credos).
Investing in trust and transparency
TikTok continues to invest in solutions that help brands advertise with confidence. Through the TikTok Safety Suite, the platform provides a comprehensive set of controls, tools and third-party measurement solutions designed for brand safety and advertising. Recent developments include expanded exclusion controls and a dedicated Brand Safety & Suitability Playbook, reflecting TikTok's ongoing commitment to giving advertisers greater clarity and control over where their ads appear.
In addition, TikTok provides clear commercial disclosure settings, including paid partnership labels and branded content features, helping creators and brands communicate openly and ensure audiences can easily identify advertising on the platform.
TikTok advertising powering economic growth
Advertising on TikTok is also helping to boost economic growth, with businesses advertising on the platform generating €31bn in economic value across the EU in 2025, according to recent independent research by Public First. This includes €7.2bn in economic output in Germany, €5.2bn in France, €3.6bn in Italy, €3bn in Spain and €920 million in Poland. For SMEs specifically, advertising on TikTok enabled €13bn in total economic growth.
Thomas Wlazik, TikTok's General Manager, Europe, Global Business Solutions said: "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."
Welcoming TikTok's membership, Ludovic Basset, Director General, at EASA said: "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 EASA 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.’’
Organisations supported through this membership include the ASA (UK), ARPP (France), DWR (Germany), IAP (Italy), AUTOCONTROL (Spain) and others. A full list is available here.