TikTok is moving ahead with a significant change to its advertising infrastructure, confirming that it will fully phase out its Custom Identity option for advertisers in early 2026. Once the transition is complete, all advertisers on the platform will need to run ads through a verified TikTok account, ending the ability to publish promotions without linking to an official profile.
The Custom Identity feature, which has already been removed for some advertisers, allowed brands to launch ads without establishing a public-facing TikTok presence. While this lowered the barrier to entry for advertisers, it also made it harder for users to clearly identify who was behind a given promotion. TikTok first announced plans to retire the option in October, setting an “early 2026” timeline for full enforcement.
As part of the transition, TikTok is urging advertisers to prepare their accounts using its F.I.R.S.T framework, a structured process designed to ensure businesses are properly set up within TikTok’s ad ecosystem. The framework outlines steps for establishing an official organization account, linking profiles through TikTok’s Business Center, assigning appropriate access roles, activating Spark Ads tied to a brand’s identity, and monitoring performance to refine campaigns over time.
TikTok says the shift is intended to improve transparency and trust on the platform by making it clearer who is responsible for paid content. According to the company, tying ads to verified profiles also has performance benefits. “According to backend tests, 59.3% of advertisers saw their cost per acquisition (CPA) decrease by at least 10% after linking accounts.”
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