Here are the most important TikTok updates to know right now. 1) Platform status in the US: TikTok will continue operating under a US dominated structure, with Oracle maintaining US data hosting. Expect ongoing compliance steps and a formal divestment timeline to finalize. 2) Commercial content rules: Beginning September 2025 TikTok is tightening disclosure for sponsored and promotional posts. Undisclosed ads risk suppression. The company also says it may reduce visibility for content that pushes users to buy off platform in markets where TikTok Shop is available. Translate this into action by using the Branded Content toggle, clear ad labels, and in app shopping tools when eligible. 3) TikTok Shop policy shifts: For Ship by Seller, 2025 changes require sellers in many regions to refund initial shipping on returns, including change of mind, so revisit pricing, margins, and return workflows. Expect more seller policy notices through Seller University. 4) Moderation crackdowns: TikTok is actively removing hateful or policy violating merchandise and listings from Shop and tightening enforcement on misleading or harmful content. Brands and creators should review catalog and captions against the latest rules. 5) Monetization updates: The Creator Fund is discontinued. The main program is now Creator Rewards Creativity Program, with payouts tied to qualified views, video quality signals, and audience engagement. Focus on audience retention, watch time, and clean audio with strong hooks in the first 3 seconds. 6) Ads and eligibility: Ad policies were refreshed in 2025 with stricter rules on misinformation, unsafe products, and sensitive categories. Audit Promote and Ads Manager creatives for disclaimers, landing page parity, and accurate claims. Quick checklist for creators and brands: disclose every paid placement, prefer TikTok Shop or in app product links where available, set clear return and shipping policies, tighten UGC review before boosting, avoid off platform purchase directives in captions when Shop exists in your market, and produce 9 to 30 second videos that hold retention through quick cuts, captions, and on screen CTAs. Tag us if you want a follow up deep dive by niche.