Purpose and Scope

This TikTok Shop Content Policy (the "Policy") outlines the requirements creators must follow when creating, uploading, posting, streaming, and sharing ("Promoting") any content on TikTok Shop. This policy supplements TikTok's Community Guidelines, TikTok Shop's Creator Terms of Use, and TikTok Shop's Seller Terms of Service (collectively, "TikTok Terms").

This policy is not intended as legal advice. For any questions regarding US laws and regulations, we encourage all users to seek independent legal advice.
This policy is updated periodically. Creators must check this page regularly to ensure compliance with our current policy.
TikTok Shop reserves the right to make changes to any policy at any time without prior notice. Please review our TikTok Shop Policy Center updates section on TikTok Shop Academy for the most up-to-date policy.

Policy Statements

All TikTok Shop creators are required to comply with this policy. All content uploaded to TikTok Shop must follow this TikTok Shop Content Policy. Cover pages, titles, hyperlinks, anchor links, descriptions, character speeches, clothing, behaviors, voice, mic setups, nicknames, personal introductions, images, and other features are also subject to this policy.
The following is a non-exhaustive list of content categories that are prohibited on TikTok Shop.

Artificial Intelligence Generated Content (AIGC)

AI-generated content is not allowed if it misleads or deceives viewers, impersonates others, or otherwise violates the TikTok Shop Content Policy or TikTok Community Guidelines. Content that violates these requirements may be removed and/or result in enforcement action. For more information, refer to our AI Generated Content Guidelines.

Auctions

All live bidding must be conducted using TikTok's Countdown Bidding Feature. Any auctions or auction-related activities carried out without this feature are prohibited. Auctions and auction-based activities include, but are not limited to:

• Offering or soliciting bids: Directing users to propose prices for an item until the creator chooses a satisfactory offer
• Rapid bidding: Placing a short timeframe for users to swiftly and frequently place bids in a fast-paced auction process
• Timed bidding: Setting a countdown for users to place bids within the timeframe

For more information about auctions and TikTok's Countdown Bidding Feature, refer to our Best Practices for Gamification Content article.

Charitable Claims

Creators are prohibited from promoting content that includes claims about donating proceeds to charitable causes, as TikTok Shop is unable to verify these claims. This includes, but is not limited to:

• Claims that earnings from product sales, commissions, or other revenue will be donated, shared, or directed to a fundraiser, charity, non-profit organization, non-governmental organization (NGO), individual, or any other charitable cause
• Statements that purchases will contribute to any fundraising effort outside platform-approved fundraising tools

Exaggerated Promises

Creators are prohibited from Promoting any content that includes exaggerated promises about a product's performance, effect, or price.
For example:

• "Get slim legs right away when you use this lotion."
• "This product removes acne in only a few days."
• Showing wrinkles disappearing in "before and after" comparisons after using a cream
• “This is the lowest/cheapest/best price you'll find for this product on TikTok Shop.”
• “Buy this product using the link below for the cheapest price you’ll find anywhere!”

False, Misleading, and Inconsistent Information

• False or misleading claims that a product has won awards or possesses various certifications
• False or misleading claims that a product is affiliated with other products
• Prices or promotions that are inconsistent with the listed price of the product at the time of content upload
• Promotional prices without providing disclaimers about applicable terms of the promotion, including the availability of promotion
• Vague, inaccurate, or unsupported price comparisons
• False or misleading product demonstrations
• False or misleading images, brand names, descriptions, key attributes, models, product guarantees, or warranties
• False or misleading information regarding services such as delivery, logistics, returns refunds, and customer service
• False or misleading coupon codes

Gambling and Gamification

All gambling and gamification activities are strictly prohibited in livestreams and videos on TikTok Shop, even when creators are not engaging viewers or offering a chance to win a prize. Refer to the TikTok Shop Gambling Policy for more information.

Illegal and Criminal Activity

Creators are strictly prohibited from Promoting any content that contains any form of illegal or criminal activity.

Infringement of Lawful Rights

Creators are prohibited from Promoting any content that infringes the intellectual property rights of others. This includes, but is not limited to:

• Any content that uses brands or logos for commercial gain (unless they have the rights holder's express permission to do so)
• Using the names, images, and likeness of people (including celebrity images or collections) for commercial purposes like product endorsement or merchandise without express permission from the individual themselves

Refer to our TikTok Shop Intellectual Property Policy for more details.

Malicious Comparisons

Creators are prohibited from Promoting any content that contains unsupported comparisons intended to disparage or denigrate other products, brands, or e-commerce sites. This includes, but is not limited to, using derogatory language to describe competing products, brands, or e-commerce sites.
Refer to the How to Avoid Misleading Content article for more details.

Malware

All uploaded content must not contain viruses, malware, spyware, trojan, phishing, or other malicious code that could breach or circumvent our platform security measures.

Medical Claims

Content containing medical claims is restricted. Medical claims include, but are not limited to, claims that a product can cure serious medical conditions that require testing, monitoring, and planned treatments supervised by experts.

Minor Safety

Creators are prohibited from Promoting any content that targets minors. This includes, but is not limited to:

• Any content persuading minors to purchase products or services
• Any content persuading minors to ask their parents to purchase products
• Any content targeting minors in giveaways or promotions
• Other content that may have a negative effect on minor safety

Creators are also prohibited from Promoting content where minors verbally endorse a product. There may be other requirements in specific jurisdictions regarding minors. Creators must ensure that their promoted content and products meet all relevant laws and regulations.

Misleading Beauty Filters

Creators are prohibited from Promoting any content that uses misleading beauty filters.

Misleading Traffic, Spam, and Fraud

Creators are prohibited from Promoting any content that includes any form of spam or fraud in user profiles, content, comments, or chats.
Creators are strictly prohibited from:

• Impersonating other individuals or organizations in order to deceive the public or make malicious representations
• Manipulating platform mechanisms in order to artificially generate orders, views, likes, comments, follows, positive customer feedback, or ratings
• Engaging in activities that deceive consumers or induce them to order, like, comment, or more
• Promoting products by eliciting sympathy from viewers. This includes, but is not limited to, claims of financial hardship, needing money, begging for help, or stating that a video or livestream was recorded under pressure
• Promoting artificial traffic generation services
• Promoting products with claims that commissions, sales, or other proceeds will be donated or directed to a third party
• Creating malicious software or modifying code to artificially increase orders, views, likes, followers, shares, or comments
• Any other attempt to direct users to non-authorized landing pages

The following are also prohibited:

• Invalid landing pages
• Landing pages that require a user's personal information to proceed
• Landing pages that automatically download files to a person's computer

Prohibited Products

All products displayed or otherwise promoted within a creator's content must comply with all local laws, regulations, and our TikTok Community Guidelines. For specific product information, please refer to our TikTok Shop Prohibited Products Policy.
TikTok Shop reserves the right at our sole discretion to decide whether content is appropriate. If we determine that the product is prohibited, illegal, or inappropriate, we shall remove it.

Redirecting Traffic

TikTok Shop cannot guarantee the safety and security of transactions or activities that take place outside of TikTok Shop. Content will be removed if it includes links, references, or other calls to action that encourage users to leave the TikTok Shop (or directs them to other platforms or websites). This includes, but is not limited to, links to other websites, online fundraisers, phone numbers, social media handles, email addresses, QR codes, or other off-platform activity outside of TikTok Shop's control.

Restricted Products

Creators must not promote any content related to products listed in our TikTok Shop Restricted Products Policy unless they have obtained the necessary approvals.

Sensational, Shocking, or Disturbing Content

Creators are prohibited from promoting content that is sensational, shocking, disturbing, or likely to cause discomfort or distress to users. This includes, but is not limited to:

• Nudity, depictions of sexual arousal or stimulation, or sexually explicit language
• Vulgar or offensive language, including hate speech, slurs, or discriminatory remarks
• Violent or graphic depictions of death or accidents
• Depictions of dismembered, mutilated, charred, or burned human or animal remains
• Gore that focuses on open wounds or injuries
• Real-world physical violence, fighting, or acts of torture
• Non-natural deaths of animals, such as slaughter
• Depictions of animal cruelty or gore

Unoriginal, Low-quality, and Irrelevant Content

Unoriginal and Prohibited Content

Content is considered unoriginal if the user has not added new or creative edits to any imported or uploaded media. Imported media includes media uploaded to TikTok Shop that has previously been shared on TikTok, and media from other social media platforms or sources including television, movies, or webcasts. An indicator of unoriginal content is a visible watermark or superimposed logo.
The following content is prohibited:

• Content that includes extremely short clips, static images, or still scenes during livestreams
• Content that includes any inappropriate use of language
• Exclusively Graphics Interchange Format (or GIF-based) videos

For more information, refer to Best Practices for Promotional Content and How to Create Interactive Livestreams and Video Content.

Irrelevant Product Promotion

All promoted products must be relevant and clearly displayed in the related content.
The following situations are examples of irrelevant product promotion:

• The product shown in the video was not mentioned on the landing page
• The product was not explicitly or completely shown in the creator's content
• The product displayed in the creator's content does not match the same product on their landing page
• The landing page shows the creator's shop page with "Error 404" or other error codes

For more information on irrelevant product promotion, refer to Best Practices for Promotional Content.

Weight Management Content

Creators are prohibited from Promoting content that contains weight management products, as set forth in our TikTok Shop Prohibited Products Policy. Prohibited weight management content includes, but is not limited to:

• Overt claims that a promoted product will cause weight loss
• Personal testimonials about products causing weight loss
• Claims that a product can cure, treat, or prevent obesity
• Before and after weight loss results
• Promotion of an unhealthy body image or an unhealthy relationship with food

For more information about weight management content, refer to our Guidelines for Responsible Health-Related Content article.

Category-Specific Prohibited Content

Cosmetics

Creators are prohibited from Promoting any content that contains the following:

• Phrases or implications about treating or preventing any disease
• Phrases or implications that claim to cure, diagnose, correct, regulate, or modify a physiological function
• Claims that imply that certain products have pharmacological, immunological, or metabolic effects
• Claims that imply that certain products renew, correct, or change physiological functions
• Statements referring to the effect of medicinal products

All cosmetic goods must be products that are applied to the outer parts of the human body. Additionally, the effects of such cosmetic goods must also be temporary.
Content or statements about cosmetic products may not be misleading and may not violate any requirements specified by relevant laws or regulations. Any content containing or implying that a product's functions exceed the actual effect of the marketed item will be considered a violation of our policies.

Food

Food-related content must not mislead customers about its characteristics, effects, or properties. Creators are also prohibited from attributing medicinal properties to foods.
TikTok Shop is restricted to users age 18 and older. Creators are not allowed to use licensed characters in food and drink ads targeted at minors. They are also prohibited from featuring sales promotions in content targeted at minors.
Claims that a nutrient or food promotes overall good health or wellbeing must be substantiated with relevant documentation or certification by an authorized health professional.
Content that states or implies that a type of food, drink, or supplement prevents, treats, or cures disease is not permitted under any circumstances.
Compliance with TikTok Shop policies is required. TikTok Shop reserves the right to review an approved seller or creator account and any related documents to the account at any time.
TikTok Shop monitors creator compliance through a wide range of business tools, including but not limited to internal and external audits, in-app reporting, and algorithmic detection.

Non-Compliance

It is at the sole discretion of TikTok Shop to determine when creators are in violation of this policy and subsequently to take appropriate enforcement actions, including but not limited to, violation points.
Non-compliance with this policy, including but not limited to, attempts to circumvent the stated policy/process by bypassing or knowingly manipulating the process, system, or data, may result in enforcement actions, as set forth in TikTok Shop's Seller Enforcement Actions and/or TikTok Shop's Creator Performance Evaluation Policy. Please note that repeated violations may result in stricter enforcement actions.

Appeals

If a creator believes that a violation or enforcement action was made in error, they may file an appeal through Seller Center or the TikTok app by raising a ticket. TikTok Shop will investigate the appeal, and if it is determined the violation/enforcement was in error, TikTok Shop will make the necessary corrections. It is the sole responsibility of the party submitting the appeal to collect, prepare, and upload all required supporting documentation supporting the appeal.

Further Information

At TikTok, we do not allow paid political advertising on our platform. In addition, political content is not eligible to be featured in promotions by TikTok Shop, such as 'Today's Deals' and 'New Customer Deals.'

Sensitive Events

Sensitive Events are defined as recent, unforeseen events or developing situations that challenge our everyday approach to ensure a safe, trustworthy, and vibrant experience. Examples include, but are not limited to, civil emergencies, natural disasters, public health emergencies, terrorism and related activities, or mass acts of violence.
When a Sensitive Event occurs, TikTok will remove or limit the promotion of content that aims to exploit or endorse the tragedy, in particular for the purpose of artificially driving engagement and/or financial gain.