Key Points:

• Avoid using beauty filters in editing apps that exaggerate product effects.
• Avoid promoting products that require medical prescription or professional supervision.
• Avoid posting graphic close-ups of skincare or bodycare procedures that could make viewers feel uncomfortable.

Keep claims accurate and based on the product. Use an approved disclaimer only in two situations: showing before-and-after results or mentioning how long results may take. Do not use disclaimers in any other context.

Best Practices:

Keep Product Statements Accurate and ReliableProduct attribute claims must be consistent with what’s shown on the product listing page. Examples of acceptable claims include:

• Content says lotion is made in America, which is reflected on the lotion packaging.
• Content shows step by step usage of a retinol with information on how much to use based on the instruction found in the product packaging

Qualify Your Reviews with Disclaimers If your content includes before-and-after comparisons or makes claims about when a product will show results, alert viewers that outcomes may vary and that a product may not produce the same results for them as it did for you. Include phrases such as:

• "Results may vary depending on your skin sensitivity"
• "This is Day 1 of my acne before using this supplement. This is Day 10 of my acne after using this supplement. "

Share what you love about the product Viewers value hearing your insights and personal experiences with a product. Focus on one brand per piece of content. If you compare products from different brands or describe a product as the “best,” ensure your claims are based on your own experience or supported by credible evidence.

• "This hand lotion is my favorite so far. It helps with my dry skin better than X, Y and Z brands."
• "I prefer this X brand to Y brand. X brand's line fits better with my personal style, so I always get my clothes from them."

Separate rules apply to weight management claims. Read our Guidelines for Responsible Health-Related Content article for more details.Additionally, for more information on how to avoid misleading content, read our guide here.

What to Avoid:

Avoid Promoting Prohibited Beauty Products

• Products with Tretinoin as an ingredient
• Products with Cannabis ingredients
• Corrective or modificative medical devices
• Medical devices for treatment

Products that claim to bleach, whiten, lighten or reduce overall melanin in the skin are also not allowed to be promoted as they can lead to unsafe consumption and false expectations.
Avoid Using a Beauty FilterKeep it real! Do not use digitally generated effects (such as filters or video edits) when promoting skincare products. These can exaggerate results and make the product seem more effective than it really is, even if you include a disclaimer.

• A creator uses a beauty filter for fuller lips: "This is the result of using our lip oil. Some say it works like magic."
• A creator duets a video with a beauty filter: "This serum absorbs 1000x its weight in water to plump up your skin."

Avoid Posting Graphic Close-ups of Skincare or Bodycare ProceduresGraphic close-ups of skincare or bodycare procedures may cause discomfort or disgust to viewers. This includes, but is not limited to, content showing the removal of bodily fluids, skin, or dirt, such as:

• Pimple and blackhead extraction
• Earwax removal, tongue-scraping, skin-peeling
• Waxing
• Blood extraction

Authentic and Accurate Content on TikTok Shop

Misleading content can negatively impact buyers’ trust and experience. If viewers find your content unreliable, they may stop engaging with it altogether. Always double-check your content for accuracy before you upload!
Level Up with these Additional ResourcesClick to check out this guide for more creator tips!