Requirements for Brand Authorization

Key Points:

• Obtaining brand authorization is essential when listing any product that contains a trademark. This includes branded products
• Brand authorization requests are submitted through the Qualification Center in Seller Center
• You can apply for brand authorization as a trademark owner, authorized seller, or for co-branding and licensing rights.

These requirements apply to any trademark owner or authorized seller listing a product that contains a trademark. These requirements are in place to protect intellectual property rights and build customer trust. Brand authorization is the process by which you prove you own the trademark or have the trademark owner's permission to sell their products. If you list products without brand authorization, we may take enforcement actions, such as:

• Removing your products
• Restricting your listing rights
• Temporary or permanent account deactivation

How To Apply For Brand Authorization

You can apply for brand authorization through the Qualification Center.The process will differ depending on whether you own the trademark or have the trademark owner's permission to sell their products.

• If you own the trademark (or brand), select Trademark Owner

Securing brand authorization as a Trademark Owner lets you start selling your products on TikTok Shop. It is also the first step toward getting the Official Shop - Brand badge. This badge confirms that your shop is your brand’s only official representative on our platform. Learn more about how to get the badge in our Official Shop feature guide.

• If you have permission directly from a specific trademark (or brand) owner to sell their products, select First Level Authorized Seller

Similar to Trademark Owners, getting brand authorization as a First Level Authorized Seller is also the first step towards getting the Official Shop - Brand badge, and becoming the brand's official representative on our platform. However, this will require you to submit a Letter of Authorization directly from the brand owner granting you the exclusive right to represent their brand. Learn more about how to get the badge in our Official Shop feature guide.

• If your permission is from an authorized reseller or distributor of a specific trademark (or brand), select Second Level Authorized Seller

You must have proof that the reseller or distributor has permission directly from the trademark (or brand) owner to authorize other sellers to sell their products.

• If you are licensed by a trademark (or brand) owner to use their intellectual property, select Co-Branding and Licensing. You should also select this if you intend to sell products that feature multiple brands (for example, a toy created as part of a collaboration between two brands).
  

Trademark Owners

• Enter your United States Patent and Trademark Office (USPTO) trademark registration number
• If we are able to verify the trademark registration number, a verification code will be sent via email to the trademark’s official contact, which is typically the attorney on record.
  • If you do not already have it, you can find the contact of the attorney on record here: USPTO TSDR (Trademark Status and Document Retrieval) > Status > Attorney/Correspondence Information.

If the trademark’s official contact is outdated or inaccessible, you must update it with the USPTO first before submitting your brand authorization application. Use the USPTO's Correspondence and Attorney/Domestic Representative Forms to update the contact.

• Enter the verification code in the Qualification Center or click the link in the email within 10 days. If the code expires, you can request a new one.

You can request a new code only 1 time. After the second code expires, you will need to start a new application.

• If we are unable to verify the trademark registration number, an error message will appear. Double-check the number before resubmitting it.

Important note: Do not submit brand authorization applications for trademarks that are still in "Pending Trademark" status with the USPTO.

First And Second Level Authorized Sellers

• For First Level Authorized Sellers, submit a valid Letter of Authorization that the trademark (or brand) owner directly issued to you. This letter should prove that the trademark (or brand) owner authorized you to sell their products.
• Second-Level Authorized Sellers, submit your 2nd level authorization document.
  • If you also have the 1st level Letter of Authorization, we recommend providing it to help with verification. If you cannot obtain the 1st level Letter of Authorization, please follow the instructions shown in the application flow and complete the required acknowledgement, if applicable, before submitting.
  • If you cannot obtain the 1st level Letter of Authorization, you may still proceed by following the instructions shown in the application flow and completing the required acknowledgement, if applicable.

Co-Branding and Licensing Rights

Refer to our standalone guide on cobranded brand authorization for more information.

Letter Of Authorization Requirements

Ensure the Letter includes:

• The details of the party granting authorization. This must include their contact email
• The details of the party receiving authorization
  • For first level authorization, the document should show your seller entity as the authorized party.
  • For second level authorization, the issuer in the 2nd level authorization document should align with the party authorized in the 1st level authorization document, and your seller entity should appear as the authorized party in the 2nd level authorization document.
• Expiry date for the authorization

We understand that some authorizations are permanent. In such cases, please select the "Permanent" checkbox in your brand authorization application.

• The name of the brand
• The country or region where you intend to sell the product
• The product category you intend to sell

This should match the class of goods covered under the brand's trademark.

Checklist for a Successful Brand Authorization

1. Present Your Brand Name Accurately

Ensure your brand name matches the following:

• Your official website
• Your registered trademark
• Your product packaging
• Your product labels

Additional requirements:

• The brand name must match exactly, including capitalization, punctuation, and spacing.
• The brand name must be between 2–30 characters and may be in any language.

2. Submit Valid and Clear Documentation

Upload a clear and legible copy of the original Letter of Authorization (LOA) or Licensee Agreement.
Supported file formats

• PDF (preferred)
• PNG
• JPG
• JPEG
• Maximum file size: 5 MB

Ensure the document:

• Is on the official letterhead of the brand owner.
• Includes all key terms, including brand coverage and authorization period.
• Contains the signature or official stamp/seal of the authorized signatory.

Before submitting, verify that:

• Your seller entity can be clearly identified in the authorization document.
• The seller entity information matches your account records.
• The authorization has not expired.

3. Cover Gaps in Trademark Registration

If you do not have a trademark registration for your brand in the region where your products are sold, include a signed declaration of intellectual property ownership that is signed or stamped by authorized personnel.

4. Review AI Check Recommendations Before Submitting (or "Before You Submit")

During the application process, TikTok Shop may display AI check recommendations to help identify potential issues in your authorization materials before submission. These recommendations are intended to assist with your review and do not automatically block your submission.

5. Use Proper Email Documentation

For email submissions:

• The sender's email domain must match the brand rights holder.
• The email body must include all required authorization terms.

6. Keep Your Authorization Up to Date

• Enter the correct expiration date for both your trademark and your Letter of Authorization (LOA) or Licensee Agreement.
• Contact the trademark or brand owner at least 30 days before your LOA or Licensee Agreement expires to request a renewal.
• Ensure the authorization document lists the correct authorized seller entity:
  • Corporate sellers: Your registered company name.
  • Individual sellers: The owner's legal name.

How Brand Authorization Works

When you create or edit a listing, you will be prompted to select a brand name from the dropdown list in the Brand field. The brand name may differ from the trademark name. If the brand name is not available in the dropdown list, enter the brand name and click Add to continue. Only select “No brand” when the product is genuinely unbranded.

Important: Selecting "No brand" for a product that is clearly branded is strictly prohibited. We may remove the listing.

Understanding The Dropdown List

Some brands do not require you to obtain brand authorization to list their products. You can freely select them from the dropdown list when listing their products.
But if a brand requires brand authorization, you must obtain it first in order to select the brand from the dropdown list. Otherwise, it will be greyed out.

Handling Difficulties with Brand Authorization

• If you face difficulties applying for brand authorization, you can consider applying for the Official Shop - Wholesaler badge. This badge allows you to sell products from any brand without needing to apply for any additional Brand Authorization. Learn more about how to get the badge in our Official Shop feature guide.

Frequently Asked Questions

How is my trademark verified?

Trademarks are verified through USPTO. The details in your submission must match the information in the Trademark Electronic Search System (TESS) database.

Can I change my brand name after it's approved?

No, your brand name cannot be changed once approved.

Does brand authorization protect me against infringement enforcement?

No, brand authorization does not protect you from infringement enforcement actions. It only proves that you are authorized to sell the brand's products.

What happens when my trademark or LOA expires?

You will lose brand authorization, which may result in product takedowns. We recommend reaching out to the brand to obtain new documentation 30 days before the expected expiry date. The process will be the same as the first application for brand authorization and can be submitted through Brand Qualification. If you are the brand owner, you will need to renew your trademark with USPTO.

I have brand authorization as a trademark owner or first level authorized seller. Do I need to apply for the Official Shop badge?

If you want to sell products from other brands, do not apply for the Official Shop badge. The badge limits your shop to only selling products from your brand. If you have already listed products from other brands, these listings may be removed as soon as you receive the badge.

My brand authorization application was approved. Is there any further action needed on my side?

Once your brand authorization is approved:

• It will apply to all future products you list under that brand.
• For existing product listings, you must edit each listing, add the brand, and republish it for the authorization to apply.