TikTok is making a major change to how businesses run ads on the platform. The company announced it will phase out the “Custom Identity” option in early 2026. Previously, this feature let advertisers run ads without linking to an official TikTok account.
Takeaways 🚀
✅TikTok ends Custom Identity.
✅Verified profiles required 2026.
✅Use F.I.R.S.T framework now.
✅Boost trust with verified ads.
✅Lower CPA with linked accounts.
As a result, once this change takes effect, you must create all ads through a verified TikTok profile. Therefore, if you currently use Custom Identity, you should start preparing now to keep your campaigns running smoothly.
What is Changing?
Until now, the Custom Identity feature allowed brands to advertise without a verified presence. This option offered flexibility; however, it also made it harder for users to know who was behind an ad. In fact, TikTok has already removed this option for some accounts.
Looking ahead, by early 2026, the option will disappear completely. TikTok aims to increase transparency and trust on the app. By requiring verified accounts, the platform ensures users know exactly who is promoting content.
How to Prepare: The F.I.R.S.T Framework
To help advertisers transition, TikTok suggests using the F.I.R.S.T framework. With this step-by-step guide, you can set up a verified presence more easily.
- Foundation First: First, create an Organization Account to establish a secure and official brand presence.
- Integrate & Link Accounts: Next, connect your accounts in the Business Center. This way, you authorize ad delivery and enable Spark Ads.
- Roles & Responsibilities: Then, give your team and partners the correct access permissions.
- Spark Creativity: After that, use Spark Ads to share content that features your authentic brand identity.
- Track & Transform: Finally, monitor your performance data. Optimize your ads based on what works best.
Benefits of Linking Your Account
It’s important to note that this update is not just a new requirement. In addition, it can improve your ad performance. For example, TikTok data shows that verified accounts see better results.
According to internal tests, 59.3% of advertisers saw their cost per acquisition (CPA) drop by at least 10% after linking their accounts. As a result, verified profiles build trust with viewers, which often leads to higher engagement and better returns on ad spend.
Next Steps
If you rely on TikTok ads, it is crucial to begin the verification process soon. Furthermore, take time to familiarize yourself with the F.I.R.S.T framework and link your accounts before the 2026 deadline arrives. By doing so, you will ensure your ads stay active and benefit from the performance boost that comes with a verified profile.
