On November 4, 2025, Tiktok E-commerce announced that it would formally implement the new specification of video marketing content from the middle of November. According to this new regulation, any marketing materials inserted in videos with low relevance to the main content must be marked using the video chapter function, clearly indicating that the video contains promotional information or other promotional activities. The chapter function is to add a “directory” to the Tiktok video, mark the video content in sections and add keyword descriptions. Users can click the corresponding chapter directly to jump to the position of interest as required. The new regulations aim to enhance user experience, allowing users to more intuitively identify marketing content in videos and avoid being distracted by irrelevant advertising or promotional information. For example, a certain influencer inserted a product introduction clip about a certain brand of skincare water in a certain plot deduction video when talking about poor skin after staying up late. According to the platform’s new regulations, such marketing clips need to actively add chapter information and clearly mark the 1 minute and 25 second video as “XX recommended product”.
In a video posted by a certain influencer, the video chapter function is used to clearly mark the position of promotional clips.
The new regulations require that if the marketing content in a video is significantly disconnected from the main content, and the duration exceeds 5 seconds or the total duration of the video exceeds 1 minute, all segments of the implanted advertisement must be marked through the chapter function. For example, a parent-child life recording video posted by a certain influencer inserted a 36 second segment introducing laundry detergent products when telling the story of washing a child’s washing machine. According to the new regulations, clear chapter information needs to be added to this part of the content to inform the audience that it is a “promotional content”. In a similar situation, if marketing clips unrelated to the main plot are inserted into the video, such as a video selling used cars with an introduction to car deodorizers, a science popularization video about global national safety factors, or a brand recommendation for shampoo with a certain country’s product, they should be labeled according to the new regulations through chapters.
Videos that are not labeled with marketing content according to the new regulations will face traffic restrictions in the future, including reduced recommended traffic, restricted search exposure, and even inability to enter popular pools, which will affect the effectiveness of video dissemination. Therefore, the platform emphasizes that merchants and influencers should familiarize themselves with the use of chapter functions as early as possible to avoid affecting video traffic and conversion due to violations.
The new regulations also specify specific requirements for marking chapters, and chapter titles should be concise and clear, avoiding typos or vague expressions, to ensure that users can easily identify marketing content at a glance. The platform encourages merchants and influencers to use the chapter summary function to help users better understand marketing content. Tiktok e-commerce also pointed out that if the duration of the marketing segment is less than 5 seconds or the total video duration is less than 1 minute, it is not mandatory to mark the chapter information.
Tiktok E-commerce said that the new rules are aimed at improving the transparency and user experience of the platform, while providing more equitable content creation space for businesses and talent, and also called on all businesses and talent to actively learn and abide by the new rules, and jointly promote the healthy development of the platform ecology.
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