TikTok is making a significant change to its advertising policies, announcing the discontinuation of its Custom Identity option for advertisers by early 2026. This update will require all ad campaigns on the platform to be linked to a verified TikTok profile, marking a shift towards greater transparency and accountability for brands and marketers.

What is Custom Identity and Why the Change?

Previously, TikTok's Custom Identity feature allowed advertisers to run campaigns without directly linking to an official, verified TikTok account. While this offered flexibility, it also presented challenges in identifying the true source of promotions, potentially impacting user trust. To address this, TikTok began phasing out Custom Identity for some advertisers and has set an 'early 2026' deadline for its complete removal, a change first announced last October.

TikTok emphasizes that linking ad accounts to real profiles will foster increased trust within the TikTok community, providing clarity on who is behind each advertisement. Beyond transparency, the platform also highlights tangible performance benefits. According to internal tests,

"59.3% of advertisers saw their cost per acquisition (CPA) decrease by at least 10% after linking accounts."
This suggests that the new requirement not only enhances brand credibility but can also lead to more efficient and effective advertising campaigns.

Preparing for the Transition: TikTok's F.I.R.S.T Framework

To help advertisers navigate this transition smoothly, TikTok is advising them to adopt its F.I.R.S.T framework for setting up and managing their ad accounts. This comprehensive guide ensures that businesses can continue to leverage all TikTok ad tools and options once the change takes full effect.

Understanding F.I.R.S.T

The F.I.R.S.T framework provides a step-by-step approach to confirming identity and optimizing ad operations:

  • F – Foundation first: Establish a secure, official brand presence by setting up your Organization Account.
  • I – Integrate & link accounts: Authorize account linking in Business Center to connect for Spark Ads and ad delivery.
  • R – Roles & responsibilities: Grant appropriate permissions and access levels to your team and partners.
  • S – Spark creativity: Activate content through Spark Ads, utilizing your brand identity to drive engagement.
  • T – Track & transform: Monitor, evaluate, and optimize campaign performance based on data, then evolve your strategy accordingly.

Adhering to these guidelines is crucial for advertisers looking to maintain their presence and effectiveness on TikTok. By embracing the shift towards verified profiles, businesses can not only meet the platform's new requirements but also potentially unlock improved campaign results and build stronger trust with their audience. For a more in-depth understanding, TikTok has published a detailed guide to its F.I.R.S.T framework, available here.