Why is Accurate Pricing Important?

Creators must avoid misleading viewers with inflated prices or false claims. All price information, including promotions and discounts, should match the actual product listing. Inconsistent pricing harms sales, erodes customer trust, and creates a poor shopping experience.

What are some forms of Misleading or Expired Pricing?

Misleading Pricing Claims

This refers to livestreams or videos that promote a price which does not match the actual product price.

• Bait-and-Switch Pricing: This refers to livestreams or videos that promote a price which refers to other products in the listing rather than the main product. The platform takes stricter enforcement against these practices.

Expired Pricing

This refers to videos that promote a price that is no longer valid. Videos may show prices that are no longer valid due to:

• Expired discounts or events: Platform promotions have ended.
• Updated product pricing: Prices changed after the video was uploaded.

Tips and Tricks to Avoid Pricing Violations

• Match the listing price: Make sure the price shown in your content matches the price on the product listing at the time of posting.
• Be specific about promos: Clearly state if the price can only be achieved with discounts (e.g with vouchers or a minimum spend) or bundle purchases (e.g as a bundle of 6).
• Avoid misleading claims: Don’t exaggerate discounts or imply a price is guaranteed if it may change.
• Use simple price disclaimers (when needed): If pricing can vary, add a short note like “Price may change after the promo” or “Price subject to change.”
  • If a price is only valid during a campaign, add a note like "Only valid during the 11.11 campaign!".

What do we consider "Misleading Pricing Claims"?

❌ Mismatched Content & Product Prices

Example: "This product is $15 after discounts!" or "This is $20 before vouchers!".

What do we consider "Bait-and-Switch Pricing

"?
The platform takes stricter enforcement against Bait-and-Switch pricing practices

❌ Promoting Unit-Prices without mentioning the Bundle Pricing.

✅ DO: Break down the effective unit priceYou can mention the per-unit price, but make sure it's clear that this price only applies if the full bundle is purchased.Example: "Purchase this bundle of 6 for $12! That's an effective price of $2 per carton!"

❌ Using the Prices of Related Products for Promotional Purposes

❌ DON'T: Reference the price of an accessory/related-product when promoting the main product.
✅ DO: Ensure that you reference the main product to avoid misleading buyers. If you mention an accessory/related item’s price, clearly label it as the accessory/related item (not the main product).

❌ Using the Prices of "Dummy" Product Variations for Promotional Purposes.

❌ DON'T: Reference the price of a "Dummy" product listing variation. This may also appear as "Do not order", "Service fee", "Not for Sale" etc.
✅ DO: Ensure that you reference the main product to avoid misleading buyers.

What do we consider "Expired Pricing"?

❌ An old Short Video promoting a price that is no longer applicable

❌ DON'T: Leave a short video promoting an outdated price on your page without a disclaimer.
In the example above, a customer who watches the video in Dec 2025 may be misled if the listing price has changed.✅ DO: Add a simple disclaimer if the price may change over time.
Example: “Price may vary.” / “Price subject to change.”✅ DO: If the price is tied to a campaign or limited-time promotion, state the validity period.
Example: “6.6 event only.” / “Valid during 6.6 only.”

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 the Creator Enforcement Policy 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.