Key Points:

• Avoid content that is harmful, illegal, misleading, exploits minors, or involves nudity.
• Ensure minors are protected by not targeting them or featuring them in product promotions.
• Create respectful, accurate, and safe content that fosters a positive community.

At TikTok Shop, we aim to keep the platform safe, respectful, and aligned with our guidelines. This guide explains examples of what is not allowed and recommendations on how to create appropriate alternatives.

Keep Your Content Safe and Appropriate

To help ensure a positive experience for all users, please avoid sharing or promoting content that may be considered unsafe, misleading, or inappropriate for general audiences. This may include but is not limited to content that:

• Suggests or depicts harmful or risky behavior
• Contains misleading or exaggerated claims
• Uses unrelated or attention-grabbing material to promote products
• Features unverifiable or manipulated content, including AI-generated material

For more guidance, please refer to our Best Practices for Promotional Content to help keep your livestreams safe and compliant.

Illegal and Fraudulent Content

To keep the platform lawful and trustworthy, content involving illegal or deceptive activities is strictly prohibited.
Avoid this content:

• Misleading, spammy, or fraudulent behavior in content, comments, or chats
• Promotions involving illegal activities like gambling, scams, or counterfeit goods
• Impersonation of individuals or organizations
• Links leading to malware, phishing pages, or landing pages that auto-download files
• Services or tools that artificially inflate traffic, likes, or orders
• Tactics that mislead users into purchasing, clicking, or engaging artificially
• False claims that commissions, sales, or proceeds will be donated to charities or third parties

What to do instead:

• Share honest, transparent content across all interactions
• Promote accurate and legal product information
• Use only authorized landing pages and respect user privacy
• Keep content free of deceptive or harmful software

Content Targeting or Exploiting Minors

Minors are among the most vulnerable and impressionable viewers online and require protection due to their age. Ensuring their safety is an essential part of our Community Guidelines as it prevents exploitation, manipulation, and exposure to inappropriate content.
Avoid this content:

• Minors promoting, describing, or demonstrating product features or usage
• Giveaways or promotions that directly target minors
• Content with language, themes, or visuals designed to appeal specifically to minors
• Any attempt to emotionally manipulate or exploit a minor, including persuading minors to ask their parents to purchase products
• Content that may have a negative effect on minor safety

What to do instead:

• Follow all applicable local laws and regulations around content involving minors, including those regarding child actors and promotional content.
• Create positive, respectful content that doesn't pressure or mislead minors

Nudity and Sexualized Behavior

To maintain a respectful, safe, and inclusive environment, content featuring nudity or sexualized behavior is not permitted, regardless of intent or target audience.
Avoid:

• Full or partial nudity, including edited visuals or outlines that imply nudity
• Objects, gestures, or body parts used to mimic or suggest genitalia or intimate areas of any gender
• Displays, poses, or behaviors that simulate sexual arousal or explicit acts
• Logos, imagery, or branding associated with pornographic platforms
• Sexual themes, innuendo, or explicit imagery, including animations or suggestive angles
• Camera framing that emphasizes intimate body parts (e.g., close-ups of chest, buttocks, or genital area)
• Over-focus on body shape when showing sheer or skin-tight items
• Captions, gestures, or expressions with sexual undertones.
• Content that may make viewers uncomfortable, especially with revealing products

What to do instead:Promote Products in a Neutral Way

• Focus on product features like fabric, comfort, fit, stretch, and design
• Highlight practical use cases (daily wear, layering, comfort)
• Use a neutral, informative tone and avoid suggestive language
• Choose professional camera angles that do not emphasize body parts

Examples:

• For intimate hygiene products, use clear, educational language about function and benefits
  • For example, "gentle formulas" or "soothing ingredients"
• For shapewear, focus on comfort, material quality, and everyday wear support

Create clear, safe, and appropriate demonstrations

• Use mannequins, flat-lay shots, or torso props for revealing items
• Pair skin-tone or tight items with additional clothing
• Avoid framing private areas

Examples:

• Show lingerie or swimwear on mannequins instead of on-body try-ons
• For stockings or similar items, focus on material and texture and pair with shorts or skirts

Promoting Sexual Wellness Products

If you're invited to sell sexual wellness products, see Guidelines for Responsible Health-Related Content. This article provides additional information on content to avoid and best practices.

Discriminatory, Violent, or Harassing Content

Content that harms, discriminates, or harasses individuals or groups is prohibited.
Avoid this content:

• Discriminatory language or imagery based on race, gender, identity, or other attributes
• Harassment, bullying, or hateful messaging
• Graphic or violent imagery including gore, mutilation, or physical abuse
• Content showing death, serious injury, or disturbing medical situations
• Depictions of animal cruelty or real-world violence, including animal testing or applying beauty and cosmetics products to animals

What to do instead:

• Use creative storytelling and thoughtful visuals to engage your audience
• Build a welcoming environment by encouraging positive interaction
• Keep all content appropriate for a general audience

For more information, please refer to our TikTok Shop Content Policy.

Frequently Asked Questions (FAQs)

Can I use action-packed scenes to promote my product?

You should avoid using violent or graphic scenes, even if they are intended to be exciting. This content can disturb customers and violate our policies.

Can I include images or references to gambling or pyramid schemes?

TikTok Shop prohibits content related to gambling, which includes, but is not limited to betting, pyramid schemes, casino-like games, or sweepstakes.

What if I receive enforcement actions?

If you have received an enforcement action, review the TikTok Shop Content Policy. If you believe the enforcement was made in error, file an appeal through the TikTok Shop for Creators page > Account Standing > Violations. Then, select the Violation and scroll to bottom of page to Appeal.

How do I report content that violates this policy?

you find content that violates the information detailed on this page, you can report it by tapping Share > Report > select the appropriate reason and sub-topic (if available) > add any helpful details > Submit.