TikTok’s Phasing Out its Custom Identity Option for Advertisers

01/07/26
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of TikTok’s Custom Identity Phase-Out for Advertisers

TikTok is eliminating its Custom Identity ad option by early 2026, requiring all advertisers to run ads through a verified TikTok profile. This change aims to increase transparency and trust within the platform. Advertisers are encouraged to follow TikTok’s F.I.R.S.T framework to prepare, which guides account setup, linking, permissions, content activation, and performance tracking. Linking accounts has proven to reduce costs per acquisition and improve campaign results.

Optimixed’s Overview: Ensuring Compliance and Success with TikTok’s Verified Ad Accounts Transition

Understanding the Phase-Out of TikTok’s Custom Identity Option

TikTok is officially discontinuing the Custom Identity option that allowed advertisers to run ads without linking to an official TikTok profile. This transition, set for early 2026, means all advertisers must now create and run ads through verified TikTok accounts. The goal is to enhance accountability and provide the TikTok community with clear visibility of who is behind advertisements.

The Importance of TikTok’s F.I.R.S.T Framework

To assist advertisers with this transition, TikTok has introduced the F.I.R.S.T framework, a structured approach to establishing a compliant ad account:

  • Foundation first: Set up your Organization Account to create a secure and official brand presence.
  • Integrate & link accounts: Authorize account linking within TikTok Business Center to enable features like Spark Ads and seamless ad delivery.
  • Roles & responsibilities: Assign appropriate permissions and access to team members and partners managing your ads.
  • Spark creativity: Utilize Spark Ads to activate engaging content tied to your verified brand identity.
  • Track & transform: Monitor performance data to optimize campaigns and evolve advertising strategies effectively.

Benefits Beyond Compliance

While compliance is mandatory, linking ads to verified profiles also offers tangible benefits. TikTok’s internal testing revealed that 59.3% of advertisers experienced at least a 10% reduction in cost per acquisition after linking their accounts. This improvement highlights how verified profiles can enhance ad performance and foster greater user trust, ultimately driving better engagement and results.

Next Steps for Advertisers

Advertisers currently using TikTok should prioritize adapting to this change by implementing the F.I.R.S.T framework now. Doing so will ensure uninterrupted access to TikTok’s full suite of advertising tools and support stronger, more transparent marketing efforts moving forward.