You may offer 'Giveaways' and 'Purchase-based Incentives' in accordance with the guidelines below.

• 'Giveaways' refer to instances where the customer gains a chance to win a free gift. These chances may be gained by performing a task.
• 'Purchase-based incentives' refer to instances where the customer is eligible for free gifts after purchasing a product.

Note: Giveaways and purchase-based incentives must not require the use of gamification such as wheel spins.

Giveaways

To conduct free giveaways, Sellers and creators must only use the LIVE Giveaway feature on TikTok Shop. The LIVE Giveaway feature is a platform function that facilitates product giveaways between you and customers. Please click here to learn more. In addition, you must also adhere to the following guidelines:

• No gambling, gamification, or randomization methods allowed.
• Cash, virtual currency, and gift cards are prohibited.
• Clearly state giveaway details in content and/or listings, including:
  • Entry method (i.e. Tasks viewers must complete before they are able to click "Claim".)
  • Duration, number of winners, and prize details
  • Winner selection process and claiming method
• You are solely responsible for the giveaway and must not imply any affiliation with TikTok Shop.

What types of giveaways are supported by the LIVE Giveaway feature?

The following types of giveaways are supported by the LIVE Giveaway feature

• "Join to Win" Countdown Giveaways: A method of entering a seller/creator's giveaway by joining their Livestream.
• "Comment to Win" Countdown Giveaways: A method of entering a seller/creator's giveaway by commenting on their Livestream.
• "Order to Win" Giveaways: A method of entering a seller/creator's giveaway by placing a purchase.

Tips and Tricks to avoid Violations

To ensure a smooth LIVE session and experience for both you and your viewers, here are some tips on LIVE Giveaway best practices and what to avoid. Remember, it is important to adhere to TikTok Shop's guidelines to avoid potential violation risks:

• Prohibited and Unsupported Products
• Branded Products Listing Guidelines

Purchase-Based Incentives

There are three types of purchase-based incentives allowed:

• Buy one, get one free refers to instances where customers can purchase an item and receive the same additional item for free.
  • Example - If you buy this lipstick, you will receive another lipstick for free! Your free item will come together with your order.
• Buy one, get one or several item(s) free refers to instances where customers can purchase an item and receive the same item(s) in a different size, or different item(s) for free.
  • Example - Red Lipstick (Buy one, get a free travel-size red lipstick)
  • Example - Red Lipstick (Buy one, get a free mascara)
• Buy X items, get Y set of gifts through TikTok Shop Promotional Tools (e.g. Gift with Purchase (GWP) promotion tool)
  • Example - If you buy 1 hat and 1 pair of shoes, you can get 1 pair of sunglasses for free

Requirements for Purchase-Based Incentives

If you offer purchase-based incentives without using official TikTok Shop promotional tools, you must meet all following criteria:

1. The free gift(s) or incentive(s) must be listed in either product title, product image or product description.
2. The free gift(s) or incentive(s) must be consistent with what was promoted.
3. All customers must receive the same free gift(s) or incentive(s) of the same price and category.
4. The free item must not be cash, virtual currency or gift cards.
5. The following terms of the purchase-based incentive must be explicitly stated on the relevant content (e.g., Livestreams and video) or product listing:
   1. The mechanism of the free giveaway (e.g. buy one, get one free)
   2. The free gift or incentive
   3. The duration of the free product(s) being made available (e.g. During the duration of the Livestream only)

Tips and Tricks to avoid Violations

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.
Sellers: Please see our Seller Performance Evaluation Policy and Seller Terms of Service for more information. If you think an enforcement action has been taken against you in error, appeal via the Seller Center. Please read our Seller Appeal Guidelines article for more information.
Creators: Please see our Creator Performance Evaluation Policy and Creator Terms of Use 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.

FAQs

• Transparency is crucial. Inform participants or customers immediately, apologise, and offer an alternative solution.
• Yes, if it's clearly specified that the cashback will be in the form of shop credit. This is to avoid ambiguity and ensure customers are informed.

Please click here to read our TikTok Shop Content Policy.