Using W or Fe as surface additive or as co-dopant with N of TiO2, we modified the selectivity of aromatic hydrocarbon(s) photo-oxidation to increase the yield to aldehyde(s). Among the variables that influence the photo-process, the acidity of the surface sites seems key to interpret the "selective" product obtained. Can such "conclusions" be generally applied for TiO2 photo-selective oxidation of HCs or organics?