Health & Beauty Sellers & Creators: Campaign Season Policy Tips & Tricks

Show off your best glow this campaign season.
Follow these tips to avoid violations, boost your sales, and reach new customers.

Don't promise results your product can't deliver

Shoppers want to know how your health and beauty products can help them. Describe the benefits clearly and accurately, without promising results your products cannot deliver.❌ DON'T

• Don't exaggerate or make false claims, such as promising guaranteed results
  • For example: "Clears scars in 3 days"
• Don't make medical claims. Products must not claim to cure, prevent, or treat diseases or serious conditions.
  • For example: "Prevents cancer", "reduces diabetes", "reverses menopause", "cures hemorroids"
• Don't diagnose medical conditions or diseases in videos or LIVE streams.
  • For example: "these dark patches mean you have diabetes"
• Don't discourage viewers from seeking professional medical advice or treatment, or claim that products can replace medical treatment.
  • For example: "No need to see a doctor, just take this instead"
• Don't use AI-generated characters that look like public figures or professionals
  • For example: AI doctors, medical experts, or officials.

✅ DO

• Support any health or beauty claims with visible product packaging details or government-approved documents.
• Use real, unedited photos. Any depicted effects must be realistic and supported by evidence.
• If you use AI-generated characters, use generic characters instead of doctors, medical experts, officials, or other authority figures.
  Learn more: Avoid Medical Misinformation

Keep it real – minimise the use of beauty filters

Shoppers want to see how your product really works before they buy. Beauty filters, AI-generated effects, and other edits can make results look different from reality.✅ DO

• Show your product in clear, natural lighting.
• Keep your listing images and promotional videos as real as possible.
• Let shoppers see the real effect.

❌ DON'T

• Don't use filters that change skin tone, hair colour, or texture.
• Don't edit your video to make the product look stronger or more effective than it is.
• Don't mislead shoppers with overly perfect results.
• Don't use AI, filters, or editing tools to fake results on real people or AI-generated characters, such as smoother skin or hair regrowth.
• Don't show graphic or unpleasant visuals, whether real or AI-generated.
  • For example: pimple or blackhead extraction, earwax removal, or blood drawing.
    
    Learn more: Misleading Claims (Health & Beauty Products)

Label AI-generated content and create AI content responsibly

If you use AI to create your content, make sure to let your audience know.✅ DO

• Turn on the AI-generated content label in your post settings.
• Make it clear when people, products, or product effects are AI-generated.
• Ensure all AI-generated content accurately represents the product being sold.
  How to apply the AI-generated content label
  

❌ DON'T

• Don’t mislead viewers about what’s AI-generated.
• Don’t use AI to pretend to be a real person, such as a celebrity or public figure.
• Don’t create AI doctors, nurses, professors, scientists, health experts, or officials to promote your product.
• Don’t use AI to show fake product results or recommendations.
  
  Learn more: AI-Generated Content (AIGC)

Show the correct and updated product packaging

Outdated or inconsistent packaging confuses customers and may trigger complaints. Always make sure your listing matches the exact product customers will receive.
✅ Product Image GuidelinesIf the product you are selling has undergone a packaging design update or change:

• Update your main image to reflect the product customers will receive.
• Include an additional image comparing the previous and updated designs to help customers recognise the difference.

✅ Product Title Guidelines

• To help customers recognise product packaging design updates or changes, you can add a short note like "New Packaging" or "Updated Label Design"

• If the new packaging includes extra verification features (e.g., QR code, hologram, or security label), you may mention them in the product description.

❌ Avoid statements that may mislead customers or falsely imply that products with the older product packaging design are counterfeit products, such as:

• "Old packaging has been discontinued. Only the new version is real."
• "No hologram sticker = Not authentic!"
  Learn more: Branded Products Listing Guidelines

Don't list or promote weight-management products

TikTok Shop does not allow products or content that promote weight loss or muscle-gain in misleading or unsafe ways.
❌ DON'TDo not list these products:

• Slimming and fat loss products - E.g. pills, beverages, patches, creams, oils.
• High-risk muscle gain products - E.g. anabolic precursors, prohormones, growth hormone peptides.

Do not make these claims in your listings or content:

• Don’t promote prohibited weight-loss or high-risk muscle-gain products.
  • For example: “Detox drink for weight loss"
• Don’t promise easy, fast, or unrealistic results.
  • For example: “Easy fat loss” or “Bulk up quickly"
• Don't show before-and-after results related to weight, body size, body shape, or muscle gain.
• Don't promise a specific amount of weight loss, size change, or timeline
  • For example: “Go from size XL to S” or “Lose 7 kg in seven days”
• Don't claim that a product works like a medicine
  • For example: “Nature’s Ozempic”
• Don't use body-shaming or negative messages, or encourage unsafe behaviour.
  

✅ DO

• List safe, non-medical products, e.g. milk, honey, nutritional supplements.
• List general wellness or fitness without weight-loss or muscle-gain claims, e.g. fitness supplements, protein powder, collagen drinks, weighing machines.
• Promote allowed wellness and fitness products without weight-loss or muscle-gain claims.
  • For example: fitness supplements, protein powder, collagen drinks, and weighing scales
• Focus on general wellness.
  • ✅ Say: “Supports energy” or “Supports overall health.”
  • 🚫 Don’t say: “Miracle weight loss” or “Gain muscle fast.”
• Use positive, empowering, and inclusive language.
  Learn more: Weight Management Products | Avoid Making Weight Management Claims

Make sure your content matches the linked product

The product shown or described in your video or livestream must match the product linked in the shopping cart. Differences can mislead shoppers and lead to a violation.✅ DO

• Match the product type, size, quantity, colour, features, packaging, and other details to the listing.
• Ensure all prices and claims match the listing.
• Clearly state when a promotion starts and ends.
• Make sure AI-generated product in your content accurately match the features of the linked product.

❌ DON’T

• Don’t show, describe, or promote a different product or variation from the one linked in your content.
  Learn more: Avoid Inconsistent Product Promotion

Check violations promptly

If you receive a violation, check it as soon as possible. Understand what went wrong so you can avoid the same mistake.

• If you think the violation was issued by mistake, submit an appeal.
• Don’t delete the content before you appeal. Once you delete it, you will not be able to appeal the violation.
  Learn more: Creator Health Rating
  

For more campaign season policy tips:

• Campaign Qualification Guidelines for Sellers
• Campaign Season Policy Tips & Tricks for Creators
• Fashion Sellers: Campaign Season Policy Tips & Tricks