I. Eligibility for Auction Access

Eligibility for Auction Access

Source: Auction Requirements

• Account Health Rating (AHR) > 150
• Seller is not under Temporary Account Restriction Requirements
• Seller does not violate Intellectual Property Policy

• Creator Health Rating (CHR) > 150
• Creator does not engage in potentially manipulative or deceptive activity (see Creator Enforcement Policy)

Temporary Listing Products

• Product listed and sold matches the selected category and sub-category
• Product information (title, images, brand, condition) is accurate and not misleading
• Product shown or described during LIVE matches the product in the Temporary Listing
• No false or inaccurate information in the listing or associated LIVE content

• Shop Performance Score (SPS) ≥ 3.5 (SPS = Null will not open for Countdown Bidding)
• Account Health Rating (AHR) > 150
• Seller is not under Temporary Account Restriction Requirements
• Seller does not violate Intellectual Property Policy

• Creator Health Rating (CHR) > 150
• Creator has not violated more than 6 times in the last 30 days (see Creator Enforcement Policy)

II. Common Violation Scenarios in Auctions

Avoid Violating Gambling Policies

Source: Gambling Policy

Avoid Gambling-Related Phrasing

• Do not use gambling-related phrasing or setups in your content, including:

• "Place your bets! Win at the casino here."
• "Sweepstakes alert! Every $1 spent = 3 entries. 3 lucky winners will win a signed copy of my book."
• "Get your name into our raffle pool. Purchase now for a chance to get a gift!"
• "Just $1 to play. Guess the number on the dice to win a prize."
• Playing claw or bingo games on behalf of viewers.

• Using any offline or unofficial randomization tool instead of the Live Giveaway tool
• "Mystery earrings at $7 each. Get your own blind box."
• "We have the notebook, totebook, or fan on the wheel. Let's spin the wheel to see what your gift is."

• "The highest-spending customer wins a special grand prize."
• "First customer wins a free candle with their purchase."
• "Buyers who spend $20 will be entered into a lucky draw for a prize."

Surprise Set Requirements

• Products must be listed in an eligible category, including Collectibles, Beauty & Personal Care, Toys and Hobbies, Sports and Outdoor Leisure Equipment, Home Supplies, Electronics, or Fashion Accessories
• Collectibles products may include, but are not limited to, trading cards, comics and manga, or model cars
• All items in a set must be manufacturer-sealed, in original packaging, and unmodified
• All items in a set must come from the same collectibles sub-category (for example, sport trading cards and non-sport trading cards may not be mixed)
• All items in the set must have similar retail or market value to support fairness
• Sellers are prohibited from selling bullions in this format

Surprise Set Pricing Limits

• Collectibles: maximum bidding price of $5,000 per set
• All other eligible categories (Beauty and Personal Care, Toys and Hobbies, Sports and Outdoor Leisure Equipment, Home Supplies, Electronics, Fashion Accessories): maximum bidding price of $500 per set

Customer Purchase Limits

• Customers under 25 years old may purchase up to 8 gambling-related products per day (including, but not limited to, Surprise Sets, card breaks, lucky scoops, and blind boxes)
• Cool-off period: Customers who purchase 20 gambling-related products will enter a 15-minute cool-off period before additional gambling-related purchases can be made. After every additional 20 gambling-related purchases, another 15-minute cool-off period will apply

Feature Access Pathways

1. Go to Manage Products
2. Click Add New Product
3. Select Create Surprise Set

1. Schedule an event and select Go LIVE
2. Go to the Surprise Set tab, or
3. Select Auctions, then click Create Surprise Set

Strictly Prohibit IP Infringement / Selling Counterfeits

Apply for and Submit Brand Authorization

Source: Requirements for Brand Authorization

Avoid Selling Counterfeits / Knockoffs

Source: How To Avoid Counterfeits, Knockoffs, And Other Trademark Infringement Violations; How To Avoid Selling Unoriginal And Inauthentic Products

Common Violation Cases

Other Questions

Q1: In livestream auction scenarios, what are the compliance red lines for determining intellectual property rights infringement (IPR) and counterfeit violations? How should sellers effectively avoid these risks?Requirements for Brand AuthorizationHow To Avoid Counterfeits, Knockoffs, And Other Trademark Infringement ViolationsHow To Avoid Selling Unoriginal And Inauthentic Products

1. In livestream auction scenarios, the core red lines for IPR and Counterfeit are the same as for ordinary product sales, and they are not relaxed because an auction format is used. Sellers should pay particular attention to the following points:

• When selling branded products, sellers should ensure that the product source is legal and authentic, and retain proof such as purchase records and authorization documents so they can provide them when required by the platform;
• Sellers must not sell counterfeit products, including “factory A-grade goods,” “original order goods,” “super A-grade goods,” or other products manufactured without brand authorization;
• Sellers must not mislead consumers through product titles, livestream verbal claims, cover images, listed product information, or other means into believing that the product has an official authorization, partnership, or affiliation with the brand;
• Even if the product itself is genuine, issues with product information display, promotional wording, or supporting materials may still create IPR risk.

In short, livestream auctions are not a special exemption scenario. The platform will conduct a comprehensive assessment based on factors such as product authenticity, sourcing, product presentation, and the supporting materials submitted by the seller.Sellers are advised to prepare and retain sourcing records and supporting documents in advance during operations, and avoid promotional wording that may easily cause consumer confusion or misunderstanding.Q2.When selling well-known branded products, under what circumstances must a brand authorization letter be provided? If a seller sells compliant clearance inventory purchased through legitimate channels but has not yet obtained direct authorization, how should the seller prevent infringement risk?At present, livestream auctions of major branded products require either brand authorization or a purchase invoice. If a seller sells branded products without direct brand authorization, it is recommended that the seller (1) avoid promotional wording that may lead consumers to believe there is an official authorization, partnership, or special relationship, and (2) retain sourcing and supporting materials in advance to reduce the risk of subsequent penalties and to support timely appeals.
Q3. What are the different applicable scenarios for brand authorization letters and purchase invoices in compliance review?Purchase invoices and authorization documents are primarily used to prove that the product source is legal and authentic, but they apply to different scenarios. If the products being sold are third-party branded products, the relevant brand information should be recorded truthfully.

• In principle, sellers should provide brand authorization to prove that they have the right to sell the products. Brand authorization has the strongest evidentiary value because the seller has obtained direct or indirect authorization from the brand. Sellers may even complete brand authorization certification in the system in advance to avoid erroneous enforcement by the platform’s main control system and to facilitate future appeals.
• If a seller sells third-party branded products through purchase and resale, the seller is advised to properly retain purchase evidence such as receipts. If the seller later faces a brand or platform complaint/penalty for trademark infringement: in the United States, the seller may rely on the “trademark exhaustion doctrine” and appeal by proving that the products were obtained from legitimate sources and resold in their original condition. When appealing, the seller should provide original purchase evidence such as receipts for the disputed branded products.

Q4. Does selling products manufactured by an OEM factory without official authorization, such as so-called “factory A-grade goods,” constitute a counterfeit violation?Yes. “Factory A-grade goods,” “original order goods,” “super A-grade goods,” and other products manufactured without brand authorization may generally be deemed counterfeit-risk products, even if they are produced by the brand’s OEM factory, use the same raw materials, or are close in quality to genuine products. When determining whether a product is genuine, the platform typically focuses on whether the product was manufactured with authorization from the brand rights holder and entered lawful sales channels through authorization or legal transfer, rather than relying only on product quality, production location, or similarity to genuine products. Therefore, sellers should avoid selling or promoting such products, and should ensure that the products they sell come from legal and traceable sources while retaining relevant supporting materials to reduce operational risk.
Q5. Why might different sellers receive different violation determinations when selling similar products?Selling similar products does not mean that the same determination will be reached. The platform usually conducts a comprehensive assessment based on factors such as product source, authorization status, how product information is presented, the branded materials used, and the supporting documents the seller can provide. For example, when selling products from the same brand, some sellers may be able to prove that the products came from lawful distribution channels or have complete supporting materials such as purchase receipts and authorization documents. Other sellers may be unable to prove the product source, or may use wording in titles, images, livestream verbal claims, or other promotions that could easily lead consumers to believe there is an official authorization or partnership, thereby creating IP infringement risk.
Q6. If a seller receives an intellectual property rights infringement (IPR) or counterfeit violation notice, how should the seller respond properly and prevent issues in advance?After receiving an IPR or Counterfeit penalty, sellers are advised to first carefully review the penalty notice to understand the specific violation reason, the products involved, and the appeal requirements. If the seller believes the penalty was issued in error, the seller may promptly submit genuine, complete, and valid supporting materials as required by the platform, such as purchase invoices, authorization documents, and logistics records, to file an appeal. From a prevention perspective, sellers are advised to focus on the following in daily operations:

• Apply for brand authorization in Seller Center;
• Ensure that product sources are legal and authentic;
• Properly retain supporting materials such as purchase, authorization, and logistics records;
• Avoid selling high-risk products such as “factory A-grade goods,” “original order goods,” and “super A-grade goods”;
• Use brand trademarks, official images, celebrity likenesses, and promotional wording that may mislead consumers with caution;
• Conduct regular self-checks, promptly delist products with potential risks, and establish a complete product traceability and record-retention mechanism in advance.

III. Optimize Shop Operation Quality, Improve Shop Experience, and Reduce Negative Product Feedback

Improve Shop Performance Score

Source: Guide to Shop Performance Score (SPS)

Shop Performance Score Metric Breakdown

Shop Performance Score Metric Breakdown

Shop Performance Score Benefits

Improve Negative Product Feedback - Voice of Customer (VoC)

Source: Guide to VoC (Voice of Customer) & VoC Case Study

VoC Introduction

• At Risk: Your product is performing significantly below the category average
• Needs Attention: Your product is performing below the category average
• Good: Your product is performing in line with or better than the category average

Common Correction Actions

Fulfillment Management - Dispatch on Time, Reduce Late Dispatch Rate (LDR)

Source: Late Dispatch Rate Requirements

How is LDR Calculated?

LDR Appeal Scenarios and Requirements

1. Orders were scanned by carriers on time: The carrier scanned the order within the dispatch timeframe, but Seller Center did not record it.
2. Logistics Service Provider liability: The order was late because:

• The warehouse was slow to dispatch the order
• The carrier was slow to do the first scan

3. Uncontrollable events: Orders were late because of events you could not prevent, such as:

• Public emergencies
• Natural disasters
• Unexpected logistics disruptions

4. TikTok Shop technical issues: Order status updates were late because of Seller Center issues, including but not limited to:

• Wrong dispatch deadlines shown in Seller Center
• Order statuses not synced to Seller Center

5. ERP or ISV system issues: Order status was not updated on time because of problems with your system provider (for sellers using MCF, Shopify, Rithum, etc.).
6. Customer-related delays: Orders were late because of customer requests or wrong customer information, such as:

• Wrong customer information
• Customer asking for delayed shipment
• Not being able to contact the customer

IIII. After-Sales Policy——Final sale

Auction Aftersales webinar: Learn How to Boost Sales | TikTok Shop Academy | United States

Auction Final Sale

Auction orders are final sales. Buyers cannot return auction items due to a change of mind.
For valid issues (such as items that are missing, damaged, not received, or not as described), buyers may request a return or refund within 14 days of delivery and must provide evidence.

Cancellation Rules for Auction Orders

Buyers cannot directly cancel auction orders before the seller ships the order.
If a buyer would like to request cancellation before shipment, they can contact Customer Service or message the seller. Cancellation requests submitted before shipment will be reviewed by the seller. Customer Service may also assist with cancellation requests for reasons such as accidental purchase or unauthorized purchase.
If a cancellation request is submitted after the seller ships the order, it will be handled according to TikTok Shop’s current cancellation policy.

Auction Protection

Auction Protection is a platform-level safeguard for auction orders. It gives buyers a clear path to support for valid seller-fault issues while preserving the finality of auction wins.
Covered issues:

• Item not received
• Item arrived damaged or defective
• Item not as described or shown during the live session
• Missing items

Not covered:

• Change-of-mind reasons (buying by mistake, no longer needed, finding a better price)