Key Points:

• Use TikTok Shop's Live Giveaway Gift Tool feature to do giveaways.
• The terms of the giveaways or purchase-based incentives must be explicitly stated within the content.

What are Giveaways and Purchase-Based Incentives?

Giveaways and purchase-based incentives are types of promotions that are featured on TikTok Shop that may be indicated in the product listing or in the text or images of a LIVE or short video.
Giveaways are instances where the customer performs a task to win free gifts without purchasing a product.

• Example: "Join my giveaway by commenting 'Happy', I will give away this t-shirt worth $10. I will pick ten lucky winners in the comments. If you are one of the lucky winners, you will get your free gift by sending us the delivery address in our inbox."

Purchase-based incentives are instances when customers become eligible for free gifts when purchasing a product.

• Example: "If you buy this lipstick, you will also get our travel-size mascara for free! Your free item will be added to your order." The product listed on the content has the title "Red Lipstick (buy one, get a free travel-size mascara)."

Keep in mind that any content featuring promotions, especially giveaways or purchase-based incentives, must not deceive or mislead customers with promises of financial rewards.
Best Practices

• Unlike purchase-based incentives, allow viewers to participate at no cost for giveaways.
• Use TikTok Shop's Live Giveaway Gift Tool feature to do giveaways.
• The giveaway terms must be explicitly stated within the content, such as:
  • Number of winners.
  • Method to claim the giveaway or incentive.
  • How the selection of winners is made.
• If the Live Giveaways feature is not available, you may ask viewers to interact with your livestream to be eligible for your giveaway. These include leaving a comment in a live chat, sending emojis, or raising hands. Examples are:
  • "Join to win"
  • "Comment to win"
  • "Guess the riddle/trivia and comment"
  • "Like to win"
  • "Share to win"

"View my video to win"What to Avoid

• Avoid cash giveaways.
• Avoid giveaways and purchase-based incentives that involve gamification or games of chance.
• Avoid giveaways of gift cards or vouchers that direct viewers away from TikTok Shop.

Examples of False Promises in Giveaways and Purchase-Based Incentives

The examples below are not exhaustive but are intended to show various scenarios of unacceptable promotions on TikTok Shop:

• "We're having a giveaway event right now. Let's get to 1,000 viewers to reveal what you can win."

• "One lucky winner will be selected to win this iPhone from the comments."

• "Get a pair of 24K gold earrings worth $100 to everyone who makes a purchase of a deluxe skincare set.

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