Key Points:

• This policy applies to both Sellers and Creators.
• Giveaways must be free, under $500, and follow all stated requirements.
• Purchase-based incentives like Buy One Get One (BOGO) must be clearly listed. They cannot include cash, gift cards, or items worth $500 or more.

This policy explains the requirements you must follow when offering giveaways or other promotions on TikTok Shop.

Giveaways and Promotions

Giveaways and purchase-based incentives are promotions shown in product listings, LIVEs, and short videos.

• Giveaways: A creator offers a free product with no purchase required.
  • Example: "Comment ‘Happy!’ to enter. Ten winners will receive a free $10 t-shirt."
• Purchase-based incentives: A customer receives a free gift after buying a specific product.
  • Example: "Buy this lipstick and get a free travel-size mascara. Title: ‘Red Lipstick (buy one, get a free travel-size mascara)."

Requirements for Giveaways

• All giveaways must be entirely free.
• Giveaway items must be valued below $500.
• Giveaways cannot be listed as products on TikTok Shop.
• Sellers and creators must use TikTok Shop’s official LIVE Giveaway feature when offering giveaways.
  • For information on this feature, see our LIVE Giveaway feature guide.
• No extra actions can be required by the customer beyond entering the giveaway.
• Sellers and creators are strictly prohibited from offering cash or gift cards as a giveaway.
• Giveaway terms must be clearly stated in the content.
• Gamification is not allowed (see Gambling Policy).
• Ship giveaway products within the standard SLA (see Fulfillment Policy).

Alternative Giveaway Options

If LIVE Giveaways are not available, giveaways are only allowed using these methods:

• Join to win: Customers enter by joining a LIVE and interacting (e.g., emoji, raising a hand).
• Comment to win: Customers enter by commenting during a LIVE.

These methods are subject to all giveaway requirements identified above.

Purchase-Based Incentives

Purchase-based incentives refer to promotions where customers receive a free item only after purchasing a specific product.

Allowed methods:

• BOGO (same item) – Buy one, get one free.
• BOGO (different items) – Buy one item, receive one or more different items free.

Not allowed:

• Other products of equal or lesser value cannot be given away in a BOGO offering.

General Requirements:

All purchase-based incentives must:

• Be clearly listed in the product listing.
• Have a total incentive value under $500.
• Clearly state the promotion terms in the content.
• Not include cash or gift cards as giveaway incentives.

Content Format Requirements:

Additional requirements apply depending on the content format used to promote the incentive:For Short Videos

• Gift With Purchase, or other purchase-based incentives promoted in short videos must be set up as an official promotion event in Seller Center.
• Promotions that are not registered through Seller Center may be considered non-compliant with the TikTok Shop Promotion Policy.

For LIVE Streams

• When promoting Gift With Purchase or other purchase-based incentives, creators must display clear on-screen (in-text) disclosures during the livestream explaining the promotion details, including:
  • Whether free items may be delivered separately or at a later time
  • Any stock limits or number of winners
  • Winner selection or eligibility criteria
  • The promotion start and end time

Failure to follow these requirements may result in enforcement under the TikTok Shop Policies & Platform rules. Please refer to this guide to learn more about Gifts with Purchase.

Enforcement Actions and Appeals

We regularly review accounts for compliance with our policies. If violations are identified, we will take enforcement actions. These may include:

• Assigning violation points
• Removal of LIVE Giveaway access
• Removing product listings or content
• Restricting or revoking access to features
• Limiting commission earnings
• Issuing refunds to customers
• Restricting or removing seller or creator accounts

For Sellers:

• See the Seller Enforcement Policy for full details. If you'd like to appeal an enforcement action, visit the Appeals section.

For Creators:

• View account health and enforcement actions on your Creator Health Rating (CHR) page. For more information on violations, see Creator Enforcement Policy. If you'd like to appeal an enforcement action, visit the Appeals section.
• Please ensure you comply with our Content Policy and Creator Health Rating Policy.

Examples of False or Misleading Giveaways and Promotions

The examples below are not exhaustive.

• "We're having a giveaway event right now. Let's get to 1,000 viewers to reveal what you can win."
• "One lucky commenter will be selected to win this iPhone!"
• "Buy a deluxe skincare set and get 24K gold earrings worth $100 for free."