Key Points:

• Ensure your content provides the same information about the product as the product detail page.
• Avoid comparisons, exaggerated statements and filters when promoting a product.
• Keep claims accurate and based on the product or your personal experience.
• Use an approved disclaimer only in two situations: showing before-and-after results or mentioning how long results may take. Do not use disclaimers in any other context.

TikTok Shop wants to make sure all content is clear, trustworthy, and safe for our community. To achieve this, we don’t allow content that misleads users about how a product works or exaggerates results.

When does content become misleading?

Content is considered misleading when it includes claims:

• That are inconsistent with the product detail page.
• That creates a false or inaccurate impression of the product.

It’s important that your content accurately represents the product. See the section below for best practices you can follow when posting.

Best Practices

Here are some best practice sections with examples. This is a non-exhaustive list designed to illustrate how you can apply best practices to your content. Use these as guidance to keep your content accurate and avoid misleading claims.

Stay Accurate with Product Attributes

• Specifications, such as features, functionality, dimensions, functionality, and branding
• Return and refund services
• Origin information
• Guarantees and warranties
• Awards, certifications, endorsements, or affiliations
• Quantity and price

Additional requirements when promoting branded products:

• Your content and hashtags must feature the same type of product from the same brand as the product detail page.
  • Example: Your video features a black shoe in size 9 from Brand A. The product detail page features the same shoe from Brand A in white, pink, and blue, and sizes 10 and 11. This is allowed. The brand and product type (shoe) match. Variations in size and color are fine.
• You may feature another brand’s product if the purpose is comparison.
  • Example: Your video compares eyeliners from Brands A and B. The product detail page only features Brand B eyeliner. This is allowed.
• You may feature another brand’s product if it is incidental to your demonstration of the main product.
  • Example: Your video shows shirts from various brands being packed into the main product, a packing cube. This is allowed.
  • Example: Your video shows a branded bag paired with the main product, a jacket, to demonstrate its appearance. This is allowed.

Malicious Comparisons

Avoid Malicious Product Comparisons. Do not call out or criticize another product with the intent to make your promoted product appear superior. Negative comparisons toward other brands are considered malicious comparisons and may lead to violations.
Example (Not Allowed):

• “X brand’s sunscreen is greasy and smells terrible! Y brand’s sunscreen is non-greasy and has a pleasant scent.”
• “Brand X is harmful to health.”
• Throwing Brand X products into the trash on camera

Instead, focus on highlighting the strengths and unique benefits of your own product without speaking negatively about others.

Stay Transparent with Pricing

Follow these steps to avoid misleading your viewers:

• Double-check the current price of the product before recording your content.
• Use disclaimers for promotional prices with conditions (e.g., “Only during Memorial Day” or “Only for new customers”). Always specify who, what, when, and where.
• You can round up prices ($19.99 to $20) but never down ($19.99 to $19).

Quote from Authority

These are examples of claims that are allowed:

• Content says a drink is 100% American made, and the carton confirms it.
• Content says dress is 100% carbon neutral, and creator shows the clothing label has a carbon neutral mark.

Use of Disclaimers

Disclaimers are essential when promoting certain products in before-and-after comparisons or when claiming a time-based outcome. Alert your viewers that a product might not produce the same results for them as it does for you. If your content shows before-and-after comparisons of how the product helped with skin tightening, hair growth, or tooth protection, it must be accompanied with a disclaimer (let viewers know that results may vary). This helps set realistic expectations and makes it clear that the product may not work the same for everyone.

Acceptable disclaimers are limited to:

• Personal experience disclaimers:
  • “This is Day 1 of my acne before using this supplement. This is Day 10 of my acne after using this supplement.”
  • “I used this, and this is my result now…”
  • I prefer this X brand to Y brand. X brand's line fits better with my personal style, so I always get my clothes from them."
  • “In my experience…”
• Results may vary disclaimers:
  • “Individual results may vary”
  • “Results may vary depending on your skin sensitivity”
  • “Not a guarantee of individual results”
• Short-term effects disclaimers:
  • “Results are temporary and may vary.”
  • “This effect is not permanent.”
  • “The effect lasts for a limited time.”
  • "Effects may last throughout the day but are not permanent."

⚠️ Be careful not to include any weight and medical claims in your content. Adding disclaimers does not make them acceptable.👉 Special rules apply to weight management claims. Read our Guidelines for Responsible Health-Related Content article for more details.

Content Practices to Avoid

Here are some examples of practices that should be avoided. This is a non-exhaustive list meant to illustrate the types of content that can mislead audiences or violate policy. Use these as guidance to understand what not to include in your content.

Inaccurate Statements About Product Attributes

Examples of inaccurate statements about product attributes that are inconsistent with the product detail page, product packaging, or official product information include, but are not limited to:

• Content shows a dress available in four colors, but the product detail page lists only three colors.
• Content claims coffee beans are from Ethiopia, while the product detail page only states they are ethically sourced from Africa.
• Content displays shoes from Brand X, but the product detail page shows them as Brand Y.
• Content promotes Model A from Brand X, but the product detail page specifies Model B from Brand X.
• Content includes claims that are inconsistent with the product packaging or official product information. (e.g., packaging states a different ingredient, feature, or specification than what is claimed in the content).
• Content claims a facial cleanser removes dark spots, while the product packaging only states it cleans dirt and oil.
• Content promotes a product as waterproof or sweatproof, while the product details do not list these features.
• Content claims a product contains specific ingredients (e.g., collagen, vitamin C, or hyaluronic acid) that are not listed on the product packaging or ingredient list.
• Content claims a product provides anti-aging or wrinkle removal benefits, while the packaging only describes basic cosmetic functions such as moisturizing or cleansing.
• Content fabricates product effects or capabilities that are not mentioned on the product detail page or product packaging, or that the product does not possess at all.

Vague or Confusing Pricing

Avoid unclear, exaggerated, or misleading pricing references. Content should always match the official product detail page and explain any eligibility terms.

• "This eyeliner is now going for as much as a hamburger."
• "We're having our largest sale!"
• "Don't miss these big discounts."
• "While stocks last."
• "This sale is only for selected customers only."
• "This is the cheapest you'll ever see for this product."
• "This is the best/lowest price out there for this product!"
• Content says a dress is priced at $X but the product detail page shows a different price.

Wellness Claims

Avoid making claims that the product can prevent or cure general physical, mental, or emotional well-being, even if you have scientific reference.
Examples of not allowed claims:

• “This supplement boosts your immune system and will prevent arthritis.”
• “Use this tea to cure anxiety and depression naturally.”
• “ I used this cream and it cured my eczema.”

Before & After Comparisons

Creators often use before-and-after comparison content (e.g. Skin tigthening or Hair growth) to show product results. But this can mislead audiences if not done carefully.
Use Acceptable Disclaimers: Disclaimers are permitted ONLY in the following scenarios:

• When showing before-and-after comparisons (e.g., skincare, body transformation, etc.)
• When referencing time-based results (e.g., “results in X days”)

Violating Examples:

• Showing before-and-after comparisons of skin tightening results that are enhanced using filters, editing tools, or visual effects.
• Demonstrating instant removal of eye bags or similar results after a single use when the effect is exaggerated or unrealistic.
• Creating artificial before-and-after comparisons by altering lighting, makeup, or camera effects to exaggerate the difference.
• Darkening or modifying the “before” condition (e.g., skin tone or body area) to make the “after” result appear significantly brighter or improved.
• Promoting product results that go beyond the product’s actual functional scope (e.g., claiming strong skin brightening effects for an exfoliation product).
• Promoting hair growth products with side-by-side comparisons without including a disclaimer (e.g., “results may vary”).

Non-Violating Examples:

• Showing a before-and-after comparison of facial hair growth, while including a disclaimer such as “Results may vary” to clarify that outcomes can differ for others.
• Showing before-and-after skincare results while including a clear disclaimer and accurate timeframe (e.g., “Results after 4 weeks of consistent use. Individual results may vary.”).

Unrealistic Claims or Claims Against Scientific Theory

• Suggesting that a product can control or influence another person’s thoughts, emotions, or actions.
• Promoting products that claim supernatural abilities or effects that cannot be scientifically verified.
• Claiming that a product can alter genes, change genetic traits, or repair DNA.
• Promoting regular skincare or cosmetic products as having medical or aesthetic procedure-level effects.
• Suggesting that supplements or cosmetic products can replace medical procedures or surgery.
• Claiming that a product can cure or treat serious medical conditions without scientific evidence.
• Claiming that a product can completely reverse aging or dramatically extend lifespan.
• Suggesting that vitamins or supplements perform the same function as prescription medication.
• Promoting products that claim complete or permanent cures for medical conditions without medical proof.
• Claiming that a product performs functions beyond its physical or mechanical capability (e.g., devices producing unrealistic effects).

• This cream will permanently erase wrinkles overnight.”
• “This love charm will make your crush think about you non-stop.”
• “Wear this bracelet to make other people trust you instantly.”
• “Make someone fall in love with you.”
• "These supplements will repair your DNA and reverse aging"
• “Spray this mist and people will obey your commands.”
• "This charger can instantly power your phone to 100% in seconds.”

No exemptions are accepted. If a claim is scientifically impossible or unsupported, the content may be rejected or subject to enforcement.

Exaggerated Claims

Avoid claiming or visually implying that the product causes extreme physical or sexual transformations. This includes any claims such as:

1. Exaggerated Body Transformations:

Do not claim or visually imply that a product causes extreme physical or sexual changes. This includes:

• Breast enlargement
• Genital enlargement
• Increased wetness
• Sexual performance enhancement
• Any other exaggerated physical transformation

2. Time-Based Claims

• Disclaimers must clearly state that results may vary (e.g., “Results may differ from person to person”).
• Avoid exaggerated or unrealistic time-based promises altogether.

3. Unrealistic Product Functions or Exaggerated Effects

Claims that a product performs beyond its physical or mechanical capabilities are not allowed, even if they are unrelated to the human body. Exaggerated claims about what a product can do are prohibited.
Examples include:

• Flashlights that can start a fire
• Toothpaste that whitens or bleaches instantly
• Power banks that provide “instant charge” beyond realistic capacity

4. Absolute or Overpromising Vocabulary

Avoid using absolute or exaggerated language that guarantees results or overstates product performance.
Examples include:

• “100% effective”
• “One-time solution”
• “Guaranteed results”
• “Works for everyone”
• “Permanent effect”
• “No side effects”
• “Permanent whitening after one use”
• “Instant results”
• “Fixes the problem completely”
• “Eliminates all wrinkles/spots/pimples”
• “Cures the condition permanently”

These types of claims overpromise product performance and may mislead users by suggesting results that cannot be guaranteed.

Digital Generated Effects

Content must not use filters, edits, or visual effects that falsely imply or exaggerate a product’s results or effects. This applies to any part of the human body where such edits or filters make results appear better than they truly are.Violating Examples

• Using filters: for example, skin-smoothing, wrinkle-removing, teeth-whitening, or filters that suggest acne removal.
• Editing body shape: for example, video edits that artificially reshape a person’s figure.
• Creating instant-effect visuals: Creating instant-effect visuals through editing, filters, transitions, or other visual effects that make it appear a product produces immediate or dramatic results is not allowed.

👉 All of these are rejected because the product’s effect is exaggerated through filters or editing.Non-Violating Examples

• Showing the product’s effect naturally and in real time, without edits, filters, or enhancements.
• Demonstrating how the product is applied and works in real life.

No Exemptions Accepted

• There are no disclaimers or product categories that make this acceptable.

Artificial Intelligence Generated Content (AIGC)

• Misleads people
• Tries to deceive others
• Attempts to impersonate someone else
• Violates the TikTok Shop Content Policy or TikTok Community Guidelines.

Such content may be removed or face enforcement actions.
To support transparency and authenticity, creators are encouraged to label content that is fully or mostly created or changed using AI. This includes:

• AI-generated images, videos, or audio
• Content that shows realistic human features or is in styles like cartoons, anime, or paintings

Examples of AIGC:

• Videos where a person’s face, voice, or speech is changed by AI
• Scenes or events that appear real but are made or edited using AI
• Entire visuals of real or fictional people, places, or events created by AI

For more information about AIGC content, refer to AI-Generated Content Policy

Authentic and Accurate Content on TikTok Shop

Misleading content has a real impact on a buyer's experience. It can confuse and drive them away from your content if they find it unreliable. Always review your content for accuracy before uploading it. By promoting products with transparency, viewers feel empowered to make informed decisions. This fosters a positive environment on TikTok Shop where quality products and honest promotion thrive.
For more information, please refer to our TikTok Shop Content Policy.