Guide To Promoting Sexual Wellness & Intimate Care Products

Key Points: These rules apply to all creators promoting Sexual Wellness & Intimate Care products. This guide explains how to promote these products correctly and follow TikTok Shop rules. You will learn about product requirements, allowed promotional language, LIVE content, and compliance checks.

Note: Content that violates TikTok Shop rules may be removed. This can also lead to other enforcement actions or suspension of your TikTok Shop permissions.

You will learn how to:

• Verify product requirements and onboarding status.
• Use allowed product descriptions and promotional language.
• Avoid prohibited claims and high-risk expressions...........
• Follow best practices for creator videos and LIVE sessions.
• Complete a final self-check before publishing.

Before You Post or Go LIVE

• Confirm the product is approved for sale and, where applicable, that any required onboarding for invitation-only Sexual Wellness categories has been completed.
• Do not reposition supplements, teas, herbal products, or general wellness products as sexual-performance products.
• Ensure your title, captions, on-screen text, voice-over, and LIVE talking points accurately reflect the product and its intended use.
• Describe materials, ingredients, details, texture, packaging, usage instructions, and daily-care scenarios.
• Use neutral, objective, and educational language focused on what the product is and how it is intended to be used.
• Frame benefits in product-supported, restrained terms and focus on what the product is designed for, not what it will guarantee.

Recommended Approach

• Focus on factual product information, including materials, ingredients, features, packaging, usage instructions, and intended use.
• Use neutral, objective, educational language focused on what the product is and how it is used.
• Frame benefits in product-supported, restrained terms. Focus on what the product is designed for, not what it will guarantee.

Language to Avoid

• Explicit, graphic, suggestive, or shame-based language.
• Guaranteed results, instant effects, multiplier effects, or partner-satisfaction promises.
• Medical-treatment or disease-improvement claims.
• Off-platform redirects encouraging viewers to inquire about sensitive effects or outcomes.

LIVE and Creator Content

• Prepare an allowed product brief and script before going LIVE.
• Keep the host focused on product information, intended use, ingredients, product features, and usage instructions.
• For sensitive viewer questions, redirect viewers to the product description and use platform compliant language.
• Avoid sexually suggestive gestures, expressions, tones, or demonstrations.
• Do not drive engagement through discussions of bedroom performance, partner reactions, sexual satisfaction, or how long someone can last.

Pre-Publish Self-Check

• Is the product allowed for sale and, where applicable, has the required onboarding been completed?
• Does the content clearly explain what the product is, how to use it, and its intended purpose?
• Have you avoided explicit, suggestive, or innuendo-based language?
• Have you avoided guaranteed-result, instant-effect, multiplier-effect, or partner-satisfaction claims?
• Have you avoided medical-treatment, disease-improvement, or sexual-performance claims?
• Are your visuals, captions, voice-overs, and LIVE actions neutral, objective, and product-focused?
• Does the content accurately match the product's category, attributes, tags, and detail page information?

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