TikTok has revised its advertising policy to permit alcohol ads on the platform, with specific restrictions in place.

In its August update, the social media app said it was committed to the safety of its users, and its aim was to ‘prioritise and protect user interests when allowing the promotion of alcohol.’

The revised policy adheres to local laws and regulations, incorporating country-specific requirements. 

Advertising codes for beer, wine, and spirits mandate that digital marketing for alcoholic beverages must target media where at least 73.8% of the audience is expected to be of legal drinking age, according to 2020 U.S. census data.

In addition, the code states that digital alcohol advertising must be on platforms capable of targeting users who are of legal drinking age based on their registered user data.

With its user base rapidly growing, TikTok now meets the 73.8% threshold for age-appropriate targeting.

In addition, the platform is able to target registered users to serve specific ad content.

The news comes after TikTok recently unveiled its new group messaging tool, TikTok Group Chat, which allows users to create groups of up to 32 people for video sharing and interaction.