Requirements for Responsible Health-Related Content

Key Points:

This policy applies to all sellers and creators on TikTok Shop.

• Medical Claims: Medical claims are prohibited for non-Over-the-Counter (non-OTC) products. This means you cannot state or imply that a product can diagnose, treat, cure, mitigate, or prevent any disease or medical condition without professional supervision.
  • Medical claims are only permitted for Over-the-Counter (OTC) drugs when they are fully consistent with the Drug Facts label (specifically the “Uses” section).
  • All other products must not make medical claims of any kind.
• Weight Management Claims: High-risk weight management statements are prohibited. This includes high-risk weight loss claims and high-risk muscle gain claims.
• Wellness Claims: Statements that suggest a product can prevent or cure any wellness condition related to physical, mental, or emotional well-being are prohibited.

This article is intended solely as an informational resource to provide general guidance on health-related content and aims to protect users and prevent misleading or harmful content. Sellers and creators are responsible for complying with the Community Guidelines and all TikTok Shop Policies. This includes, but is not limited to, the Prohibited Products Policy and Content Policy.
Additionally, this article:

• Provides indications of which products and claims are generally prohibited, along with reasons why such restrictions may exist.
• Outlines TikTok Shop’s policies on medical and weight management claims for both product listings and content (videos and LIVE streams).
• Suggests approaches for responsibly promoting wellness-related content and products.

Product & Listing Policies: Prohibited Products and Actions

TikTok Shop’s prohibited product and listing policies protect users and ensure a safe, honest shopping experience. These policies are intended to encourage a transparent and trustworthy environment.

General Requirements

When listing products, sellers and creators must ensure:

• Titles, descriptions, images, packaging, and labels set realistic expectations.
• All content complies with TikTok’s standards for truthfulness, accuracy, and safety.

For full requirements, refer to the Product Listing Policy and Prohibited Products Policy.

Prohibited Products

• Body and Mental Wellness Products: Items marketed for weight loss, weight gain, fat reduction, detox, appetite suppressants, or that promote unsafe mental health behaviors (for example, self-harm, disordered eating), and products that use "Glucagon-like peptide (GLP)," "GLP-1," or similar terms in the product title or branding. This does not apply to products clearly marketed as supportive products for individuals using GLP-1 medications.
• Medicines, Medical Devices, and Medicinal Supplements: Prescription-only medicines, certain Over-the-Counter (OTC) or unlicensed supplements, steroids, Cannabidiol (CBD, a compound found in cannabis) beauty products, and certain medical devices.

Note: Some dietary supplements, medical devices, and medical supplies are restricted. To sell these products, sellers must complete the category qualification process via the Dietary Supplements Policy or Medical Devices and Medical Supplies Policy. Listing these products without approval violates TikTok Shop policies.
Refer to the Prohibited Products Policy for more information.

Prohibited Actions

Examples of prohibited actions and claims on TikTok Shop include, but are not limited to:

• Weight-related claims: This may involve promises of weight loss, weight gain, fat reduction, or targeted body changes. For example, guaranteed, effortless, or permanent results must not be suggested.
• Ingredient claims: These include statements promoting weight management effects. Describe the relationship between a food, dietary ingredient, or supplement and a reduced risk of a disease or health-related condition.

Regulatory agencies generally require claims to be backed by scientific evidence. You can find more information in Food and Drug Administration (FDA) Guidance on Structure/Function Claims and Federal Trade Commission (FTC) Truth in Advertising Standards.

Content Guidelines

In addition to product policies, content must also follow specific guidelines. Our policies prohibit certain types of medical and weight management content to help protect users, prevent misinformation, and maintain a safe shopping experience.

Content Policies (Videos & LIVE streams)

TikTok Shop’s content policies are intended to help protect users and support a safe, trustworthy environment. For broader guidance on content, refer to the Content Policy.
Requirements (to keep in mind): Content should generally align with the Content Policy, including (but not limited to):

• Visuals, videos, images, captions, hashtags, and LIVE streams
• Titles, hyperlinks, and descriptions
• Character speeches, nicknames, and personal introductions
• Clothing, behavior, voice, and mic setups

Content to Avoid: As a best practice, content is expected to maintain truthfulness, promote safety, and set realistic expectations. Content that does not meet these standards may be considered prohibited. Examples include, but are not limited to, the following:
Note on Disordered Eating: Content that promotes starving, bingeing, purging, unsafe fasting, body shaming, or other disordered behaviors is strictly prohibited.

• Weight claims: Content that appears to promote products with promises of weight loss, gain, fat reduction, or targeted body changes; guaranteed, effortless, or permanent results; or ingredient claims related to weight loss.
• Wellness and medical claims: Content that appears to promote products with claims that they can cure, prevent, or treat serious conditions that require professional treatment or diagnosis.
• Glucagon-like peptide-1 (GLP-1) Products: Content promoting products that use "GLP," "GLP-1," "Glucagon-like peptide-1," or similar terms in the product title, branding, or description is not permitted, except for products clearly marketed as supportive products for individuals using GLP-1 medications.
• False or exaggerated claims: This includes content that implies body transformation within an unrealistic timeframe or makes exaggerated promises about performance, effects, or results, even with disclaimers. Also prohibited are false health claims that discourage professional medical consultations, suggest a product is superior to a healthy lifestyle, or falsely attribute medical credibility to a product.
• Misrepresentation of product credibility: Statements that could inaccurately suggest awards, certifications, guarantees, or warranties.
• Misleading product information: Content that presents brand names, descriptions, key attributes, or product functions in a way that could be inconsistent with the product being sold.
• Misleading visuals: Before-and-after photos (with limited exceptions, such as skin-tightening examples accompanied by a disclaimer), as well as edited images, filters, or other digital effects that may artificially enhance or imply product results.
• Harmful or unsafe claims: Hashtags or content that appear to promote extreme or dangerous behaviors (for example, #StarveMax, #BoneSmashing), malicious comparisons, or wellness claims without scientific evidence.

For more information, please refer to our Community Guidelines.What is Typically Allowed?The following are examples of content that may be permitted under our policies:

• General wellness tips, such as balanced eating, exercise, and sleep routines.
• Product reviews that describe personal experiences without promising transformation or extreme results.
• Safe, neutral lifestyle products, like yoga mats, resistance bands, or general fitness equipment.
• Fitness or nutrition content that emphasizes sports, general athleticism, or long-term health, rather than weight loss.
• Competitive eating contests presented as entertainment.
• Medically necessary surgeries or health interventions, when guided by qualified professionals.
• Religious or political fasting, shared in a cultural or informational context.
• Content featuring differently-abled or disabled bodies in a respectful and inclusive way.
• Content with a focus on overall wellness rather than weight loss or muscle gain. For example, protein powder might be discussed in terms of supporting energy, immunity, skin and hair health, gut balance, stress recovery, or bone strength.

Medical Claims

Medical claims are generally understood as statements that imply a product might treat, cure, prevent, or alleviate a medical condition.
Why medical claims could be restricted:

• Such claims may mislead customers and create unrealistic or unsafe expectations.
• They could potentially cause physical or mental harm if products are unsafe or used incorrectly.
• They might lead to dissatisfaction, complaints, or negative reviews when expectations are not met.

Examples of claims that are typically considered prohibited medical claims:

• "This supplement prevents heart disease."
• "This tea eases Post-Traumatic Stress Disorder (PTSD) symptoms."
• "Doctors do not want you to know about this product. My psoriasis disappeared!"

Prohibited Formats

• Using images of real medical symptoms in connection with a product.
• Discouraging users from seeking proper healthcare consultation with professionals.
• Featuring doctor or nurse imagery in ways that might imply or suggest endorsement.
• Making claims that appear to position a product as superior to prescription-only treatments.
• Using hashtags that could imply a medical effect (for example, #SupplementToCureCancer)

Over-the-counter (OTC) medications are classified as drugs and may include certain medical claims. However, all claims must be fully consistent with the information on the official product packaging and labeling, for example, the Drug Facts label and its "Uses" section.Claims about efficacy, indications, duration, and intended use must stay within the scope of the approved product label. Any claim that goes beyond the explicit statements on the packaging is prohibited.
Violations of any policies in this article may result in enforcement actions, including but not limited to content removal, listing suppression, or account-level penalties.

Examples of Permissible Medical Claims

For X Brand Pain Relief (a medication containing ibuprofen and acetaminophen), any claims must be fully consistent with those listed under the “Uses” section on the product’s Drug Facts label.
Compliant Claims May Include

• Relief of headaches, toothaches, backaches, menstrual cramps, muscle aches, or minor arthritis pain, when consistent with the product’s Drug Facts label
• Pain relief lasting up to 8 hours, if explicitly stated on the product label

• Stating the product has no side effects (for example, acetaminophen carries a risk of liver damage)
• Claiming the product fully cures or resolves arthritis, as it is only indicated for temporary relief of minor arthritis pain
• Associating the product with the treatment of unrelated medical conditions (for example, allergies, Attention-Deficit/Hyperactivity Disorder (ADHD), or other conditions beyond its labeled pain-relief indications)

Creator Guide (US Only)

To ensure compliance with US-only availability requirements, qualified creators must enable the Geo-Toggle feature (a tool that restricts content visibility to specific regions) before promoting OTC products in both video content and LIVE streams.
How to Enable Geo-Targeting (Step-by-Step)Failure to enable this feature may result in content removal.

Wellness Claims

Wellness claims are statements suggesting a product can prevent or cure any condition related to physical, mental, or emotional well-being. Do not claim that a promoted product will prevent or cure any wellness condition, even if disclaimers are provided.
Why wellness claims could be restricted: Such claims can mislead users, create unsafe expectations, and may cause harm if products are used incorrectly.

• Examples of prohibited wellness claims: "This essential oil blend cures anxiety," "Drink this juice to prevent colds."

Weight Management Claims

High-risk statements that suggest a product might cause weight loss, weight gain, fat reduction, or muscle gain — whether expressed verbally, visually, or in writing. High-risk indicators include (but are not limited to) quantified or timeline promises, before-and-after body-comparison imagery, claims of equivalence to prescription drugs (including GLP-1 medications), anabolic steroids, or other controlled substances, and content that encourages intentional misuse of a product for weight loss or muscle gain. General, low-risk weight management statements directed at adult (18+) audiences fall outside this definition.
Why weight management claims could be restricted:

• They may mislead viewers about what results are realistic.
• They could encourage unhealthy behaviors or disordered eating in some cases.
• They might contribute to harmful body image expectations.
• Restricting such claims is intended to help protect users from potentially unsafe products, misinformation, and harmful health practices.

Policy Guidance: Weight, Muscle, and Wellness ContentOur platform policies restrict the marketing, promotion, or sale of products that carry high-risk weight loss or muscle gain claims, or where such high-risk claims are the primary marketing focus. General, low-risk weight management messaging directed at adult (18+) audiences is permitted. Sports and fitness equipment remain exempt from this restriction even when accompanied by weight- or muscle-related imagery. Some examples of products that remain restricted under this section are:

• Pharmaceutical products or weight loss medications
• Diet pills or fat burners
• Muscle-enhancing pharmaceuticals (including products promoted as equivalent to, working like, or bioequivalent to anabolic steroids)
• Products that appear to promise extreme body changes or unrealistic health outcomes
• Products promoted as equivalent to, working like, or bioequivalent to GLP-1 medications or other prescription/controlled substances
• Products promoted with content that encourages intentional misuse for weight loss or muscle gain

Policy Guidance: Incidental BenefitsSome products might have incidental weight- or muscle-related benefits (for example, protein powders, general wellness supplements). These claims may be acceptable if, for example:

• Promotions appear to focus on broader wellness aspects (such as hydration, energy, recovery, balance, or confidence) rather than positioning high-risk weight loss or muscle gain effects (e.g., quantified promises, before-after body comparisons, or prescription-drug/steroid equivalence) as the central claim.
• The products seem to be presented responsibly as part of a balanced, long-term approach to health.
• Any weight- or muscle-related messaging is presented to adult (18+) audiences and stays within the low-risk, general wellness framing described in this article.

We encourage creators to share content in ways that reflect their authentic selves, ideally without pressure to compare their bodies to others. Content that is seen as promoting risky weight management or muscle gain behaviors is non-compliant and may be restricted.
Examples of High-Risk Weight Management ClaimsExplicit or implicit statements or visuals suggesting a product can cause rapid, extreme, or guaranteed physical transformations — for either weight loss or muscle gain — are generally considered prohibited. Such claims can mislead customers with unrealistic expectations and may encourage unhealthy or unsafe health practices.Examples could include, but are not limited to:

• "Drop 10 pounds in a week with this supplement"
• "Burn belly fat instantly with this tea"
• "Take this snack daily and never worry about weight gain"
• "No longer obese, thanks to this product!"
• "Get slim legs right away when you use this lotion"
• Phrases such as "Burn fat fast"
• "This product helped me drop from size 16 to size 8"
• Comparisons of results to prescription drugs (for example, GLP-1 medications)
• "Gain 20 lbs of muscle fast" or any similar quantified or timeline muscle-gain promise
• Before-and-after body-comparison imagery showing dramatic muscle gain tied to a promoted product
• "Works like anabolic steroids" or any claim that a product is as effective as, bioequivalent to, or a substitute for anabolic steroids or other controlled substances
• Content that instructs viewers to take, stack, or otherwise intentionally misuse a product for weight loss or muscle gain beyond its labeled use

Not in scope of this list: general, low-risk weight management statements directed at adult (18+) audiences that do not involve quantified/timeline promises, before-and-after body comparisons, prescription-drug or steroid equivalence, or intentional misuse.
Prohibited FormatsThe following formats are generally considered non-compliant when they carry high-risk weight loss or muscle gain claims and may be restricted. This list is non-exhaustive and not limited to:

• Product promises that appear to suggest high-risk weight loss, fat reduction, or muscle gain outcomes — for example, quantified or timeline promises, or promises of guaranteed / effortless transformation (e.g., waist trainers marketed as causing weight loss).
• Ingredient claims that may be interpreted as attributing high-risk weight loss or muscle gain effects.
• Personal testimonials that imply a product directly caused dramatic weight or muscle changes.
• Visuals that might be misleading, such as before-and-after body-comparison images showing dramatic weight loss or muscle gain, or transformation graphics tied to a promoted product (with limited exceptions for debloating or Sports/Fitness Equipment).
• Hashtags that could be interpreted as promoting high-risk weight loss or muscle gain (for example, #DropPoundsSupplement, #FatBurningTea, #GLP1DupeStack, #NaturalSteroidStack).
• Content comparing a product's effect to GLP-1 medications, anabolic steroids, or other prescription/controlled substances (verbally, visually, or via codewords/emoji such as ).
• Content that instructs or encourages intentional misuse of a product for weight loss or muscle gain (e.g., off-label stacking, dosing beyond label, or using a product in ways not indicated by its labeling).

Regulatory Claims

Regulatory claims are specific statements about a product's health benefits, nutrient content, or certifications that are regulated by government agencies (for example, FDA, U.S. Department of Agriculture (USDA), FTC). Why these claims are restricted: These claims must be truthful, not misleading, and backed by scientific evidence to comply with the law and protect consumers. Examples of regulated claims include:

• Health Claims: "May reduce risk of osteoporosis"
• Nutrient Content Claims: "High in vitamin C"
• Structure/Function Claims: "Supports healthy digestion"
• Certifications: USDA Organic, Gluten-Free, Non-Genetically Modified Organism (Non-GMO) (must be verified)

For more information, refer to our Regulated Claims: What You Need to Know article.

Best Practices for Health & Wellness Content

• Focus on holistic health, including physical, mental, and emotional well-being.
• Share practical tips for nutrition, meal planning, and exercise without making promises about specific results.
• Promote healthy lifestyle products in a safe and responsible way.
• Review the product selection risk reminder and use the video pre-check tool before posting.
• Complete any required quizzes or reviews after receiving a violation notice before promoting health-related products again.
• For additional guidance, refer to How to Avoid Misleading Content and Best Practices for Promotional Content.

Note: It may be acceptable to promote overall wellness benefits. This can include:\n• Supporting energy, immunity, hair and skin health, gut balance, daily vitality, stress recovery, bone health, and digestive support.\n• Promoting messages about a balanced diet, healthy lifestyle, nutrition, meal prep, eating clean, and "food is fuel".

Promoting Sexual Wellness Products

Invited sellers and creators may promote certain sexual wellness products. This includes:

• Condoms
• Lubricants
• Fertility tests
• Ovulation kits
• Pregnancy tests
• Fertility thermometers
• Sexual performance enhancers

Content must remain neutral, factual, and product-focused.

Seller Responsibility

Information provided to sellers and creators about marketing claims or product descriptions is for general informational purposes only. It does not constitute legal, regulatory, or compliance advice.
Sellers are solely responsible for:

• Conducting their own due diligence
• Obtaining independent legal or regulatory review when needed
• Ensuring their products and claims comply with applicable FDA, FTC, and other regulatory requirements

More information can be found below:

• FDA Guidance on Structure/Function Claims
• FDA Warning Letters on Unproven Infertility Supplements
• FTC Truth in Advertising Standards

Content Requirements

Content must meet our requirements, including but not limited to:

• Must not make prohibited medical or wellness claims, including promises about fertility, pregnancy outcomes, or sexual performance without verified scientific evidence.
• Must not include nudity, sexualized behavior, or suggestive humor, consistent with our Content Policy, Community Guidelines, and Seller Terms of Service.

When promoting these products, content should be presented in an educational and responsible manner.

Content Best Practices

Creators and sellers should:

• Focus on product features, materials, and intended use, using clear and professional language
• Ensure claims are accurate and supported by the product listing
• Use neutral wording such as "designed to support," "intended for," or "helps maintain" rather than explicit or embellished descriptions

When demonstrating products:

• Show packaging, labels, and product details rather than simulating use
• Avoid physical demonstrations that suggest sexual activity or intimate use
• Keep visuals and presentation informational, with neutral framing and tone

You may reference claims that appear on the product’s official packaging or listing. However, do not expand on these claims or suggest additional medical, fertility, or performance effects.
For additional guidance:

• Refer to our Prohibited Content for Platform Safety article for guidance on avoiding nudity and sexualized behavior.
• For additional guidance, invited sellers and creators may also refer to the Medical Devices and Medical Supplies Policy.

Frequently Asked Questions (FAQ)

Can I sell weight loss or muscle gain products on TikTok Shop?No. TikTok Shop does not allow the sale or promotion of products designed specifically for weight loss or muscle gain, including diet pills, fat burners, steroids, muscle-enhancing pharmaceuticals, and any product making extreme body change claims. This applies even if the product is from a licensed pharmacy.
Are any weight loss or muscle gain claims allowed in my marketing?
High-risk weight loss and muscle gain claims are not permitted. General, low-risk weight management messaging directed at adult (18+) audiences is permitted, provided it does not include the high-risk formats listed below. Sports and fitness equipment are exempt from this restriction and may be promoted with weight- or muscle-related imagery (e.g., a chubby-to-toned before-after comparison on exercise equipment). Harmful claims are also prohibited. Please avoid the following:

• Promises of rapid or guaranteed results (including quantified or timeline promises such as "gain 20 lbs of muscle fast")
• "Miracle" claims
• Unrealistic body expectations or body-shaming language
• Claims that certain clothing (for example, waist trainers) directly causes weight loss
• Comparing results to pharmaceutical products, such as suggesting the promoted product is more effective than prescription medication (including GLP-1 medications) or comparable to anabolic steroids or other controlled substances.
• Before-and-after body-comparison imagery showing dramatic weight loss or muscle gain tied to a promoted product (outside the Sports/Fitness Equipment exemption).
• Content that instructs or encourages intentional misuse of a product for weight loss or muscle gain.

What about products with incidental claims about weight loss or muscle gain?High-risk weight loss and muscle gain claims are not allowed. Low-risk, general weight management messaging directed at adult (18+) audiences is permitted. However, products like protein powders or wellness supplements should still be promoted as supporting a healthy lifestyle — not as quick solutions for dramatic weight loss or muscle gain, and not with quantified/timeline promises, before-and-after body comparisons, drug/steroid equivalence, or intentional-misuse framing.
How should I present products that may contribute to weight loss or muscle gain?Do not make claims about weight loss or muscle gain. Focus on:

• Highlight overall wellness, balanced living, and achievable fitness goals
• Show the product as 1 element of a healthy lifestyle, not a promised fix

Can I promote pharmacy or service partnerships on TikTok Shop?Yes, but with restrictions.

• Prescription or high-risk weight loss products (for example, compounded GLP-1 medications):

These products may not be sold or promoted on TikTok Shop.

• Supportive products for individuals using GLP-1 medications:

These products may be sold and promoted if they clearly support individuals using GLP-1 medications and do not claim to act as, replace, or enhance GLP-1 medications. All other applicable product and claims requirements apply.

• Lower-risk products (for example, general wellness supplements like berberine):

These products may be permitted if they comply with applicable product policies and do not make prohibited weight management or medical claims.