TikTok’s New Rulebook: What September 2025 Guidelines Mean for Creators and AI Content

TikTok is rewriting the rules of engagement. The short-form video giant has confirmed that its latest Community Guideline revisions will go live on September 13, 2025, introducing changes that touch on everything from AI-generated content to monetization practices and For You feed eligibility.

For creators, brands, and users alike, these updates mark a significant shift in how TikTok defines responsible content, while also reflecting broader pressures from regulators in the UK, EU, and US.

Why the Update Matters

TikTok’s global influence has skyrocketed in recent years, making its guidelines more than just platform rules, they are standards that affect online culture, influencer economics, and even digital regulation debates. By refining its policies, TikTok is signaling how it plans to balance safety, creativity, and commerce in the years ahead.

AI Content Under the Microscope

One of the most notable shifts comes in how TikTok frames AI-generated content (AIGC). Previous guidelines specifically banned fake endorsements or deepfakes of public figures. The new language is broader but more ambiguous, prohibiting content “misleading about matters of public importance or harmful to individuals.”

By removing explicit references to fake endorsements, TikTok may be opening the door for celebrity-approved AI content, provided it’s disclosed and not misleading. At the same time, misinformation risks, particularly around elections or crises, remain firmly in focus.

Stricter Rules for TikTok LIVE

TikTok LIVE continues to grow as an interactive feature, but with its increased popularity comes a higher responsibility. Under the new rules, creators are now accountable for all activity during their streams, including content generated by third-party tools like live translation or voice-to-text software.

This means streamers must actively monitor these tools to avoid violations, a subtle but important reminder that the platform sees LIVE not just as content, but as an ecosystem requiring oversight.

Commercial Content and TikTok Shop

A major business-related shift comes in how TikTok treats commercial activity:

• Clear disclosure is now required for all promotional or paid marketing content.
• TikTok will limit the visibility of videos directing users to buy products off-platform in regions where TikTok Shop operates.

This adjustment highlights TikTok’s push to prioritize its in-app commerce ecosystem,a move likely to affect affiliate marketers, small businesses, and creators who rely on external links for revenue.

A More Personalized TikTok

TikTok’s addictive algorithm is becoming even more individualized. New updates will see:

• Search results tailored to users’ viewing history and prior searches.
• Comments personalized, with replies shown based on each user’s past likes, reports, and engagement.

The result is a TikTok experience that feels increasingly unique to each user, but also raises questions about filter bubbles and content diversity.

Moderation Language Gets Softer

Interestingly, TikTok has revised the philosophy behind its moderation. The platform once aimed to be “safe, trustworthy, and vibrant.” Now, the language has shifted to a “safe, fun, and creative place for everyone.”

The removal of the word trustworthy signals a more entertainment-first identity, even as TikTok maintains moderation tactics such as removing prohibited content, restricting 18+ material, and limiting For You feed eligibility.

For You Feed Standards

The For You feed (FYF) remains the holy grail of TikTok visibility, but TikTok has decentralized how it lists ineligible content. Instead of a single section, restrictions are now spread throughout the guidelines, making it less straightforward for creators to track what might keep their videos off the FYF.

The Bigger Picture

TikTok’s September 2025 guidelines reflect more than a policy refresh. They reveal a platform adapting to:

• Regulatory pressures like the EU’s Digital Services Act and the UK’s Online Safety Act.
• Commercial ambitions to grow TikTok Shop and keep transactions in-app.
• Cultural shifts around AI-generated media and personalized digital experiences.

For creators, the message is clear: TikTok is doubling down on safety, clarity, and commerce control, while giving AI content a cautious but potentially lucrative path forward. For a complete list of the new rules view the updated Community Guidelines.

Key Takeaway for Creators & Businesses: Transparency, monitoring, and adapting to TikTok Shop’s ecosystem will be essential to thrive under the new rulebook.