What is the "100% Authentic" label?

The "100% Authentic" label reassures potential customers that the products they will purchase are authentic. You are required to ensure that products marked as "100% Authentic" are genuine and come with proof of authenticity.

How does the "100% Authentic" label work?

The "100% Authentic" label will be applied to products that have a valid brand authorisation letter or letter of authorisation.
The customer will be able to see the "100% Authentic" label in the following places:

How are suspected counterfeit items handled?

• If a customer selects "Suspected Counterfeit" as the refund/return reason for a product tagged as "100% Authentic", the dispute details will be displayed in the Seller Center.
  • Note: We will manage the arbitration process. You will not need to accept or decline the return/refund.
• You will need to submit relevant evidence to prove the authenticity of the product on the Seller Center within 48 hours.
• If we discover a product is counterfeit, you will be required to compensate the customer up to twice the amount they paid for the product. The platform will deduct any monies owed to you and automatically provide compensation to the customer in the form of:
  • A full refund of the product price and shipping fee (less any voucher applied), or
  • A compensation voucher with the same value as the product price (referred to as the "100% Authentic Voucher")
• If you are required to compensate customers, you will receive an email and an inbox notification in the Seller Center.

Frequently Asked Questions (FAQs)

• What are the penalties if a product is found to be counterfeit?
  • TikTok Shop reserves the right to take enforcement actions in accordance with our Seller Performance Evaluation Policy, TikTok Shop Anti-Counterfeit Policy and TikTok Shop Intellectual Property Policy. This includes but is not limited to:
    • Requiring you to compensate the customer up to twice the amount they paid for the product
    • Removing the counterfeit product from the platform
    • Prohibiting the sale of the same goods or goods of a similar nature
    • Suspending or terminating the seller's TikTok Shop account and/or access to TikTok Shop
• How can sellers get a "100% Authentic" label for their products?
  • This feature is only available to selected sellers currently.
• Can I raise an appeal?
  • We carefully examine each suspected counterfeit case and conduct an impartial investigation based on the available evidence submitted by both you and the customer. If you wish to file an appeal, you can do so through our TikTok Help Center.