TikTok Shop provides an authentic, creative, and engaging shopping experience for users. To maintain trust and quality, all content promoting products must be accurate, useful, and verifiable. These guidelines apply to all types of content created by users on the platform.

Restrictions on products you can promote

Prohibited and Unsupported Products

Restricted ProductsAll products displayed or featured in all content must comply with all local laws, regulations, and our TikTok Community Guidelines. Additionally, any content that features or promotes any Prohibited or Unsupported Products is strictly disallowed. Common examples include:

• Prescription Medication and Sexual Enhancement Products
• Dangerous and hazardous products, including firearms and weapons
• Tobacco and drugs

Please click here for the full list of Prohibited and Unsupported Products.

Restricted Products

Growth and Infant Formula Milk (Prohibited)Users are prohibited from promoting any content that relates to Restricted Products, if the seller has not received approval to do so. Certain restricted products may only be promoted with additional approval. Please click here to learn more.

Growth and Infant Formula Milk (Prohibited)

Users are prohibited from uploading content that promotes the following products:

• Infant formula milk (0-12 months)
• Advance formula milk (12 - under 24 months)

Restrictions on how you promote your products

Illegal and Regulated Content

Illegal or Criminal Activity

We prohibit all content that contains or promotes any form of illegal or criminal activity. Content will be removed from the platform if it violates any regional laws or regulations.

Please click here to learn more.

Intellectual Property Rights Infringement

We prohibit content that infringes, enables, or encourages the infringement of intellectual property or personal rights. This includes using brands, logos, or individuals' names and images for commercial purposes without their permission.

Please click here to learn more.

Gambling Content

We strictly prohibit gambling, gamification techniques, and other game-based activities with elements of chance to ensure a transparent and authentic shopping experience.

Please click here to learn more.

Integrity and Authenticity

Misleading or False Content

Users are prohibited from uploading or sharing content that contains any misleading information or promotion(s). Please click below to learn more:

• Medical Misinformation
• False displays of information
• Exaggerated Claims or Descriptions
  • Misleading Claims (Health and Beauty Products)
• Product Comparisons
• False Claims
• False promises of rewards or gains
• Circumventing Content Restrictions
• Misleading Price Claims and Expired Pricing

Artificial Intelligence Generated Content

AI-Generated Content (AIGC) - images, video, or audio - is only permitted on TikTok Shop when it complies with the TikTok Community Guidelines and this TikTok Shop Content Policy. Creators must use the AIGC label as per the requirements stated in the TikTok Community Guidelines, and under applicable policies and laws. Any content (including AIGC) that misleads, deceives or impersonates others is prohibited on the platform.Please click here to learn more.

Auctions and Price Manipulation

Auction-based activities are prohibited on the platform. This includes, but is not limited to, bidding, offering or soliciting bids and/or any other similar alternative behavior. Directing users to any auction activity on external or third-party platforms is prohibited.

Please click here to learn more.

Artificial Engagement, Spam and Other Inauthentic Engagement Practices

Content including any form of spam or fraud in user profiles, comments or chats is prohibited. Users should not engage in inauthentic activity that manipulates or artificially increases the number of orders, views, likes, comments, follows, and/or positive customer feedback or ratings.

Please click here to learn more.

Giveaways and Purchase-Based Incentives

Conducting 'Giveaways' and offering 'Purchase-based Incentives' are prohibited unless official TikTok Shop promotional tools are used. When using these tools, users must meet specific criteria to ensure these activities are fair and transparent for all participating customers.

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Redirecting User Traffic

We can not guarantee the safety or security of transactions conducted outside the platform. We prohibit content that redirects users externally, including links, phone numbers, social media handles, email addresses, QR codes, or other off-platform actions.

Please click here to learn more.

Simulcasting and Multicasting

We prohibit livestreaming on multiple platforms or accounts simultaneously to maintain platform quality and protect user experience. Users are not prohibited from streaming on or conducting livestreams on other platforms, but should refrain from doing so simultaneously.

Unoriginal 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 our platform that has previously been shared on TikTok, and media from other social media platforms or sources including television, movies, or webcasts.

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Irrelevant Promotional Content

This occurs when the content does not clearly promote the listed product. It may show a different item, fail to display or mention the product, or involve unrelated activities with no commercial intent, such as chatting or gaming without introducing the product being sold.

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Non-Interactive Content

Non-Interactive content is a form of low quality content that has no meaningful on-screen activity (eg. mostly still images or static scenes) or has no sustained, real-time verbal interaction with viewers.

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Harmful and Sensitive Content

Content Directed Toward Minors

Users may feature products for minors, such as toys or clothing, but must not target content or promotions specifically toward minors, as defined by local regulations. Content featuring minors under 18 promoting or representing products is prohibited unless accompanied by an adult.

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Sexual Content

Content featuring sexually suggestive behavior or language in product promotions, including those involving digital characters or objects, is prohibited.

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Weight Management Content

We prohibit the sale of weight management products or claims that a product, when used by itself, can solely drive weight loss or gain. Weight management products are defined as any products that are designed to help people control or regulate their weight. However, weight management claims are allowed for products promoting healthy lifestyles, such as fitness equipment or educational materials.

Please click here to learn more.

Sensational or Shocking Content

Content that is graphic, offensive, or harmful is strictly prohibited. This includes sympathy promotions, depictions of violence, discrimination, dangerous behaviors, or defamatory statements that could impact the trust and integrity of TikTok Shop.

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Political Content

We prohibit TikTok Shop content containing political references. This may include depictions of political actors, election campaign materials or discussions of electoral outcomes, governments or politicised issues. Exemptions are granted for content with public service interest subject to the platform's discretion.

What happens if I breach these guidelines?

If you are found to violate these guidelines, we may take enforcement action against your account. Repeated offenses will result in more significant penalties. For details, refer to our Violation Reasons, Points & Enforcement Actions for Creators and Creator Terms of Service.
If you believe an enforcement action was taken against you in error, please appeal via the TikTok App. Please read our Creator Appeal Guidelines and Creator Performance Evaluation Policy for more information.