Key Points:

This policy outlines the listing requirements for Shop Tab and Recommendations on TikTok Shop.

• To ensure a safe and respectful user experience, TikTok Shop prohibits explicit language, offensive humor, stereotypes, sexually suggestive imagery, provocative poses, graphic violence, bodily fluids, and unsettling content.
• During sensitive events (e.g., natural disasters, health emergencies, or acts of violence), TikTok prioritizes maintaining a safe and respectful environment by limiting products that could appear to take advantage of the situation.
• Listings that do not meet these standards may be removed, and sellers may face enforcement actions including violation points or removal of selling privileges.

Shop Tab Eligibility Standards

Shop Tab is the customer facing landing page for TikTok Shop, featuring Recommendations that actively promote products to users. To ensure a safe, transparent, and user-friendly experience, all content—including livestream covers, videos, and product listings—must follow the guidelines below. Content that doesn’t comply may be removed from Shop Tab and excluded from Recommendations.
Some products may be allowed for sale on TikTok Shop but are not suitable for the homepage. This includes, but is not limited to, items with crude themes, sexual content, or that violate community rules. Even if these products can be sold, they may be removed to protect the Shop Tab experience.

Ineligible Products & Content

To maintain a positive user experience, content in the following categories will not appear on the Shop Tab homepage. These products won’t be featured when a user first visits TikTok Shop, but they may still appear in user-initiated search results.

Crude, Vulgar, and Disturbing Products & Content

The main image and product content listing on Shop Tab must not include crude, vulgar, or disturbing material. This includes, but is not limited to, explicit language, obscene gestures, graphic violence, sexual content, or anything that may cause discomfort or distress. Products that do not violate these standards and comply with other TikTok Shop policies are eligible for Shop Tab.

Crude Products & Content Restrictions

Listings that use offensive humor or harmful stereotypes are not allowed, even as jokes, because they may upset or harm users. This includes, but is not limited to:

• Potentially disturbing humor (such as dark or shock humor)
• Explicit language, including, but not limited to:
  • Profanity
  • Words or phrases with a hidden sexual or offensive meaning
  • Bathroom jokes
  • Other offensive or inappropriate expressions
• Targeted or insulting language/jokes
• Stereotypes or statements that demean protected groups

Vulgar Products & Content Restrictions

Listings with sexually suggestive or provocative content cannot appear on Shop Tab, as they may make users uncomfortable or violate TikTok’s community standards. This includes, but is not limited to:

• Sexually suggestive or explicit images
• Clothing that exposes cleavage or intimate body parts (genitalia, female nipples)
• Suggestive poses or gestures

Disturbing Products & Content Restrictions

Listings with graphic or disturbing content, such as representations of bodily fluids, decay, or other unsettling images, cannot appear on Shop Tab, as they may upset or distress users. This includes, but is not limited to:

• Bodily fluids like urine or vomit (e.g., cleaning products showing unsanitary conditions)
• Mildly graphic material that may cause disgust, including human and animal bodily fluids and decay
• Fictional graphic violence
• Blood or weapons in a threatening context (e.g., bloody knives)
• Gruesome or upsetting depictions of animals (e.g., animal wellness products featuring gruesome imagery)

Sensitive Events

Sensitive Events are defined as recent, unforeseen events or developing situations that challenge our everyday approach to ensure a safe, trustworthy, and vibrant experience. Examples include, but are not limited to, natural disasters, public health emergencies, civil unrest, terrorism, or mass acts of violence.
When a Sensitive Event occurs, TikTok will remove or limit the promotion of products that exploit or endorse the tragedy, especially if they aim to drive engagement or make a profit.

Political Advertising and Product Restrictions

At TikTok, we do not allow paid political advertising on our platform. In addition, political products are not eligible to be featured in promotions by TikTok Shop, such as 'Today's Deals' and 'New Customer Deals.'

Enforcement Actions and Appeals

We regularly review your shop's compliance with this policy and may take enforcement action if any violations are identified. This may include removing product listings, assigning violation points, or removing selling privileges. For more information on enforcement actions, refer to our Seller Enforcement Policy.
If you'd like to appeal an enforcement action, visit the Appeals section of our Seller Enforcement Policy for guidance on how to proceed.
We reserve the right to report sellers who violate local laws and regulations to the necessary legal authorities where appropriate.