Price and Discount Content Claims Guide

As a creator, you must ensure all e-commerce content posted on TikTok Shop complies with TikTok Shop Platform Policies and Community Guidelines.

Note: The content below is for guidance only. TikTok Shop reserves the right to enforce any content it considers to be inappropriate for any reason. Reading Time: 5-6 mins

At a Glance: Key Rules for Creators
This guide applies to all e-commerce content you post on TikTok Shop. Key takeaways include:
• Ensure any price or discount you mention is accurate and available to viewers.
• Clearly state any conditions required to get a specific price (e.g., coupons, selected variants).
• Do not promote expired offers. Update or remove outdated content where possible.

Price and Discount Claims: What to Avoid

These rules help viewers understand what price or discount they can actually get, and help creators avoid confusion caused by coupons, SKUs (Stock Keeping Units, which are different product variants like size or color), shipping, taxes, user eligibility, or expired promotions.

How to Talk About Prices and Discounts Safely

Creators can talk about prices and discounts in different ways. To avoid confusing viewers, remember what you say, where your price comes from, how you show it, and when the offer becomes active.

What: 2 Ways to Talk About Price and Discount

Creators can talk about prices and discounts in either specific or general ways. Both are allowed, but they require different levels of care.

Where: Use the Showcase Price as the Safest Reference

Creators may see product prices from different places, such as product pages, creator tools, campaigns, coupons, checkout pages, or personal shopping views. However, these prices may not always be available to all viewers.
To reduce confusion, the safest reference is the product price shown in the showcase when you bind the product (i.e., link it) to your content.
When mentioning a specific price in your video, make sure it is not lower than the price shown for the product in the showcase at the time of posting. An exception is if the lower price is clearly supported by an active coupon, selected SKU, or promotion that viewers can reasonably obtain. In this case, you must explain the key conditions.

How: Do Not Make the Whole Video Only a Shopping Page or Checkout Recording

Creators may show TikTok Shop product pages, carts, coupon pages, or checkout pages. However, the whole video should not only be a recording of a shopping page or checkout price.
Page prices may vary by coupon, SKU, shipping, taxes, address, user eligibility, or promotion period. If you show a page price, explain the key conditions and provide useful product information, such as product features, usage experience, size, material, or who the product is suitable for.
Safer approach: Use shopping page recordings as supporting information, not as the entire content.

When: Do Not Promote Prices or Discounts Before They Are Active

If a price, coupon, or campaign is still in a preheat or preview stage (meaning it is scheduled but not yet available to the public), wait until it is officially active before publishing content that says viewers can get that offer.

How to Disclose Conditions

If a price or discount depends on a condition, say the condition clearly. Do not make a conditional offer sound like everyone can get it.

Condition Disclaimers Encouraged

Do not turn a conditional offer into a universal claim

Significant general discount claims

Creators should be careful when using strong discount language that may make viewers expect a meaningful price discount. Examples include:
• "massive discount"
• "huge sale"
• "crazy deal"
• "double discount"
• "triple discount"
Only use these claims when there is a real product price discount, coupon, promotion, or price reduction available on the product page, coupon page, or checkout.
Do not describe non-price benefits, such as free shipping, free returns, gifts, samples, loyalty rewards, or giveaways, as a product discount unless there is also a real product price discount.
If the offer depends on any of the following, clearly explain the key condition:
• Coupon
• Selected SKU
• Bundle
• Minimum spend
• User eligibility
• Promotion period

Expired Price / Discount Management

Prices, coupons, discounts, and limited-time offers may change after your content is posted.
If an offer expires, please update, remove, unlink, or stop promoting the outdated price or discount where possible.
TikTok Shop may also help manage expired offers by sending reminders, reducing distribution, or cleaning up outdated product links to prevent viewer confusion.
In most cases, this is a content cleanup action. If the issue is caused by normal price changes or promotion expiration, creators generally should not need to worry about additional impact on account health or other content privileges when they follow the recommended actions and the issue is caused by normal price changes or promotion expiration.If you receive an expired price or expired discount notice, please check whether the offer is still available and follow the recommended action.
Be careful with time-sensitive claims like:

• "today only"
• "ends tonight"
• "last few hours"
• "flash sale"
• "coupon expires soon"

As a general rule: If the offer is no longer available, do not keep promoting it as active.

Quick Checklist Before Posting