TikTok Organic Profile Now Needed for Ads
TikTok is making an important change that all advertisers need to prepare for. Starting January 2026, brands will no longer be able to run paid ads without having an organic business profile.
This marks the end of the Custom Identity grace period, which officially closes in December 2025.
This shift reflects TikTok’s push for greater transparency and safety across its platform. Setting up your business profile early ensures a smooth transition before Custom Identity is fully deprecated.
What This Means for Brands
If your brand doesn’t already have a TikTok business profile, now’s the time to create one. Just go to tiktok.com, sign up, make sure the account owner is 18 or older, and select ‘Business’ in your settings.
For the blue verification tick, fill out the verification form and share your User ID (UID) with your TikTok agency or rep.
To find your UID: TikTok app → Profile → Settings & Privacy → scroll to the bottom → tap the app version (e.g. “v21.7.0”) Your UID will pop up on screen.
If your brand falls into a restricted or sensitive category, there’s an extra verification step. TikTok provides a short guide to help with this process.
What This Means for Core
Once a brand’s business profile is live, agencies need to link it to the Business Centre and connect the relevant Ad Accounts. Only Admins can take these actions.
Core can also choose to activate “Ads Only Mode” when linking. This option ensures TikTok Ads Manager ads won’t appear on the public profile, allowing campaigns to run as dark posts if preferred.
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FAQs About TikTok’s Custom Identity Changes
What was Custom Identity in TikTok Ads?
Custom Identity allowed advertisers to run ads using a custom display name and profile image without linking the campaign to an official TikTok account.
Do brands need a TikTok account to run ads?
Yes. Since January 2026, most new TikTok advertising campaigns must be linked to a TikTok account. Advertisers can still upload their own creative content or use authorised creator posts.
How do you find your TikTok UID?
Open the TikTok app and go to your profile. Tap the three-line menu, scroll down to the app version number and tap it continuously. Your UID will appear and be copied to your clipboard.
How do brands set up a TikTok business profile?
Brands can create a TikTok account and set it up as a Business Account. The account can then be linked to TikTok Business Center and the relevant Ads Manager account for advertising. Larger teams can also create an Organization Account through Business Center to manage access and permissions centrally.