TikTok Announces End of Custom Identity Ads in 2026

 

 

TikTok is preparing to fully remove its Custom Identity option from Ads Manager in early 2026. This change will require all advertisers to run ads through a verified TikTok account.

Once the change is complete, advertisers will no longer be able to launch campaigns without linking ads to an official TikTok profile. 

Custom Identity has been removed for some advertisers, signaling that the rollout is now actively underway.

What Was Custom Identity & Why Is It Being Removed?

Custom Identity allowed advertisers to run TikTok ads without attaching them to a verified TikTok profile. Instead, brands could promote content under a custom name and avatar. This allowed advertisers to bypass the need to maintain an official presence on TikTok.

There are some very obvious holes in that method. Having a Custom Identity created challenges around transparency. This is because it was not always clear who was running the ads. Predictably, this resulted in reduced trust amongst users and complicated attribution for TikTok itself.

Contact House of Marketers for help

TikTok’s F.I.R.S.T Framework for Advertisers

To support the transition, TikTok is encouraging advertisers to follow its F.I.R.S.T framework. This is an easy-to-follow step-by-step setup process.

F – Foundation first
Set up an Organization Account to establish a secure, official brand presence.

I – Integrate & link accounts
Authorize account linking in Business Center to enable Spark Ads and ad delivery.

R – Roles & responsibilities
Assign the correct permissions and access levels to internal teams and external partners.

S – Spark creativity
Activate content through Spark Ads, allowing ads to run directly from your brand or creator accounts.

T – Track & transform
Evaluate performance, optimize campaigns, and refine strategy based on what delivers results.

Following this framework ensures continued access to TikTok’s full suite of ad tools once Custom Identity is fully retired. TikTok has also published a detailed guide to its F.I.R.S.T framework to support advertisers through the transition.

What Does No Custom Identity Option Mean for Marketers?

In practical terms, the operational side of running TikTok ads does not change. The key difference is that every campaign must now be tied to an official profile.

According to TikTok, linking accounts also delivers measurable performance benefits. In internal backend tests, 59.3% of advertisers saw their cost per acquisition decrease by at least 10% after linking their accounts.

Linked accounts also unlock access to newer ad features. For example, only advertisers with connected accounts can use Smart+ Paid & Organic Optimization, where TikTok reports that over 60% of advertisers achieved a 10% or greater increase in ROI.

House of Marketers Insight: What Advertisers Should Do Next

From the perspective of House of Marketers, TikTok is aligning paid media with organic presence. Brands are no longer being treated as anonymous advertisers, but as visible participants in TikTok’s community. 

For advertisers, this means TikTok ads will continue to move closer to content-first performance marketing, where brand presence and user trust directly influence paid results.  

If you are currently running TikTok ads, it is worth reviewing your account setup now rather than waiting for the deadline. Ensuring your Business Center, ad accounts, and TikTok profiles are properly linked will help avoid disruptions once Custom Identity is fully removed.

Do you need help navigating TikTok’s new requirements? Partner with House of Marketers, a global TikTok marketing agency. We help brands by providing compliant TikTok Ads Management Service and operational guidance while running campaigns.

Reach out to explore our services:

• TikTok Influencer Campaigns
• Paid Social & TikTok Campaigns
• Paid Media Strategy