- Creators can build AR effects and filters within the platform, which then show up in the TikTok app for individuals to use.
- Creators must follow a set of guidelines established by TikTok, and videos will be frequently monitored by the platform’s Trust and Safety Team.
- The launch of Effect House puts TikTok in closer competition with other digital platforms utilizing AR technology, such as Snapchat and Meta.
TikTok has launched its own Augmented Reality development platform named Effect House. Creators can build AR effects and filters within the platform, which then show up in the TikTok app for individuals to use. During the beta stage, more than 450 creators utilized Effect House to create AR filters which were featured in 1.5 billion videos, according to TechCrunch.
Alongside the launch of Effect House, TikTok released a set of guidelines that users of the AR platform must adhere to. Creators are prohibited from publishing effects which promote colorism, depict cosmetic surgery, encourage scrutiny of another individual’s appearance, or promote negative stereotypes against protective groups.
User-created effects will be reviewed by TikTok’s Trust and Safety Team to ensure they comply with the platform’s policies before being released to the public. Users will have the ability to report effects they believe are violating the terms of service, which will also result in an evaluation by the Trust and Safety Team. If an effect is used in a manner which violates the platform’s guidelines (even the effect itself does not violate), the effect and any videos which feature it will be removed.
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The launch of Effect House is expected to put TikTok in closer competition with other digital platforms utilizing AR technology, such as Snapchat and Meta.