TikTok launched Category Exclusion and Vertical Sensitivity Controls last week, on top of its TikTok Inventory Filter. The extra levels of control are meant to give advertisers on the platform more choice about what content accompanies their ads.

“We’re committed to creating the most trusted entertainment platform where brands can safely engage and interact with their communities,” says Blake Chandlee, global business solutions at TikTok.  “From launching our Inventory Filter in 2022 to scaling it to 60-plus markets with full coverage by our measurement partners, we’ve been consistently investing in innovation that empowers advertisers with choice.”

The TikTok Inventory Filter was launched nearly two years ago, as the app’s premier brand suitability solution. With it, advertisers choose from three inventory tiers based on sensitivity and risk levels – expanded, standard or limited. Then, machine-learning technology makes sure ads are placed alongside content that fits within each tier.

The new filters are related and allow advertisers to get slightly more granular. The Category Exclusion feature allows users to control whether their ads run next to four non-standard categories: Gambling & Lotteries, Violent Video Games, Combat Sports, and Youth Content. These are categories that do not violate TikTok’s community guidelines, but they nevertheless might not be appropriate for every advertiser.

Vertical Sensitivity works in a similar way, only with 11 verticals. Advertisers can exclude content that they may consider misaligned with their brand. The example TikTok uses to explain is a travel brand that likes content about nature, but not all nature. It might not want its ads positioned next to volcanos or floods.

The verticals that advertisers can choose from are one verticals to choose from, including Pets, Beauty, Food, Fashion/Retail, Travel, Financial Services, Technology, Automotive, Gaming, Professional Services and Entertainment.