Misleading Content

To protect customers and maintain trust, TikTok Shop prohibits any content that could mislead buyers during their decision-making process.

This policy applies to all content formats on TikTok Shop, including product listings, short videos, livestreams, and all on-screen or metadata elements: cover images, titles, scripts, captions, hyperlinks, behavior, voice, clothing, nicknames, personal introductions, and any other components.

What counts as misleading content?

Content is misleading if it presents false information, exaggerates claims, makes inaccurate comparisons, or uses deceptive promises.

Prohibited practices

What are some types of Misleading Content?

The following practices may be considered Misleading Content.

Exaggerated Claims or Descriptions

• Do not claim product functions or results that are unproven, scientifically impossible, or promise outcomes within unrealistic timelines.
• Avoid edited or deceptive visuals when showing product effects.

See: General Guidance; Health & Beauty Claims Guidance; Medical Misinformation Guidance.

False display of information / Inconsistent Product Promotion

• Ensure videos and livestreams accurately reflect the product linked in the listing.
• Information shown must match the listing details (e.g., price, brand, return/refund policy, material, product origin etc.).

See: False Display of Information; Inconsistent Product Promotion

False claims and misrepresentation

• Do not claim awards, certifications, or endorsements the product does not have.
• Do not claim affiliation with other brands or products without authorization.
• Do not misstate product origin, materials, or specifications.

Comparisons/Disparaging Content

• Avoid malicious comparisons or negative statements targeting other brands, products, or e‑commerce platforms.
• Comparative claims must be factual, neutral, and supported.

False promises of rewards or gains

• Do not advertise giveaways, incentives, prizes, or free gifts unless they are genuine, available, and accurately described.
• To conduct free giveaways, sellers and creators must only use the LIVE Giveaway feature on TikTok Shop.

See: Giveaways and Purchase-Based Incentives

Product listing circumvention

• Do not feature prohibited or unsupported products; comply with local laws and TikTok Community Guidelines, and obtain required approvals before promotion.
• Do not bypass listing/content policies (e.g., mismatched ads vs listings, concealing unsupported items). Violations may incur increased enforcement.

Misleading price claims / expired promotions

• Promotional prices and comparisons must be accurate and match the linked product listing.
• Do not inflate discounts or advertise expired promotional prices.

What happens if I breach these guidelines?

If you are found to violate these guidelines, you may have enforcement actions taken against your account. You should note that repeated offenses will result in more significant penalties. Please see our Violation Enforcement Policy article and Creator Terms of Service for more information. If you think an enforcement action has been taken against you in error, appeal via the TikTok App. Please read our Creator Appeal Guidelines article for more information.
Please read our TikTok Shop Content Guidelines to learn more.