What are Branded Products?

Branded products are products bearing a brand. The brand and its features of the brand may be protected by intellectual property rights which are owned by rightsholders. These rights must be respected by sellers on our platform.
Certain branded products may require obtaining Brand Qualification before they can be listed on our platform. To learn more about the application process, please refer to Branded Products - Brand Qualification Application Guide.
When listing branded products, you are required to adhere to the following guidelines in addition to the other product listing guidelines listed on the Policy Center.

Listing Branded vs Unbranded Products

To ensure that customers are able to make informed purchasing decisions, please adhere to these general principles.
Learn more by clicking on the following links:

• Brand Circumvention
• Compatible Products Listing Guidance

Branded Product Listing Guidelines

When listing your branded products, please ensure that you adhere to the following guidelines when listing your products.

Product Images

A few images (owned by you, or used with permission) should be used to represent the product made for sale. At least one of the images must reflect the brand of the product.
There should not be any usage of digital or physical media (including, but not limited to stickers, smears, papers, text, mosaic or tape etc) that may obscure or hide brand information such that the brand of the product can not be identified. Failure to adhere to this may lead to a Brand Circumvention violation.

Product Name/Title

The main brand (not the model or variant) should be indicated on the product name, followed by the model information.
There should not be any mention of other brands in any part of the product listing without consent as this may potentially infringe the intellectual property rights of the trademark owner. Failure to adhere to this may lead to a Trademark Infringement violation.

Category

Please select the appropriate product category. If the product is a preowned/second-hand product, please list it in the right category. Please refer to Refurbished/Second-hand Product Listing Guidelines for more information.

"Brand" field

If you are selling a branded product, please choose the appropriate brand from the dropdown list. Certain brands are grayed out because you are required to obtain prior brand qualification. If you are selling an unbranded product, please select "No brand".
Brands with prior Brand Qualification If you have obtained brand authorization, please select the brand with the green authorized tag from the selection for all the listings belonging to that brand.
Note: If you have only obtained brand authorization at a later point, please also update all existing listings from the brand following the instructions above.

Product Description

In this section, you may include any additional details about the product specifications or brand.
There should not be any mention of other brands in any part of the product listing without consent as this may potentially infringe the intellectual property rights of the trademark owner. Failure to adhere to this may lead to a Trademark Infringement violation.
Any images used in this section should not contain any usage of digital or physical media (including, but not limited to stickers, smears, papers, text, mosaic or tape etc) that may obscure or hide brand information such that the brand of the product can not be identified. Failure to adhere to this may lead to a Brand Circumvention violation.
Note: Only including brand information here, and nowhere else is not sufficient. You must ensure that you adhere to the title and image requirements mentioned above.

Packaging Updates for Branded Products

Brands may refresh their packaging from time to time. Here are some guidelines to help you list these products clearly and avoid confusing customers.
Product Image GuidelinesIf the product you are selling has undergone a packaging design update or change:

• Update your main image to reflect the product customers will receive.
• Include an additional image comparing the previous and updated designs to help customers recognise the difference.

Product Title Guidelines

• To help customers recognise product packaging design updates or changes, you can add a short note like "New Packaging" or "Updated Label Design"
• If the new packaging includes extra verification features (e.g., QR code, hologram, or security label), you may mention them in the product description.
• Avoid statements that are untrue and which may mislead customers, or falsely imply that products with the older product packaging design are counterfeit products, such as:
  • "Only this new design is 100% authentic."
  • "Old packaging has been discontinued. Only the new version is real."
  • "No hologram sticker = Not authentic!"

Special restrictions for Select Brands

Individual sellers may be restricted from selling certain brands on TikTok Shop. Sellers who attempt to list restricted brands will be informed of this at the product listing stage. If you wish to list such brands, please register a corporate seller account and submit Brand Qualification documentation to prove that you are authorised to sell such brands on TikTok Shop.
Our platform also retains the rights to prohibit the listing and sale of products from specific brands for various reasons that could potentially lead to poor customer experience.

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 Reasons, Points & Enforcement Actions for Sellers article 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.