Key Points:

• Do not post content that is harmful, illegal, misleading, or exploits minors.
• Do not target minors or feature them in product promotions.
• Create respectful, accurate, and safe content that supports a positive community.

At TikTok Shop, we aim to keep the platform safe, respectful, and compliant with our requirements for all creators and sellers. These requirements outline prohibited content and provide guidance on acceptable alternatives. In addition, all content is subject to our Content Policy. Creators must comply with both this document and our Content Policy when creating content on the platform.

Keep Your Content Safe and Appropriate

To help ensure a positive experience for all users, do not share or promote content that is unsafe, misleading, or inappropriate for general audiences. The following content is not allowed:

• Suggests or depicts harmful or risky behavior
• Contains misleading or exaggerated claims
• Uses unrelated or attention-grabbing material to promote products
• Features unverifiable or manipulated content, including AI-generated material (content created or modified by artificial intelligence).

For more guidance, please refer to our Best Practices for Promotional Content to help keep your livestreams safe and compliant.

Illegal and Fraudulent Content

Content involving illegal or deceptive activities is strictly prohibited.

What is Prohibited?

• Misleading, spam, or fraudulent behavior in content, comments, or chats
• Promotions involving illegal activities, such as gambling, scams, or counterfeit goods
• Inappropriate surveillance behaviour, such as tracking and monitoring without consent, with the use of hidden cameras
• Impersonating individuals or organizations
• Links to malware, phishing pages, or auto-download sites
• Tools or services that artificially inflate traffic, likes, or orders
• Tactics that mislead users into clicking, buying, or engaging
• False claims about donations or proceeds going to charities or third parties

What To Do Instead?

• Share honest, transparent content across all interactions.
• Promote accurate and legal product information.
• Use only authorized landing pages and respect user privacy.
• Keep content free of deceptive or harmful software.

High-Risk Regulated Goods

TikTok Shop does not allow content that shows, uses, promotes, or suggests the use of high-risk regulated goods. This applies to both videos and LIVEs. It applies even when you are not selling the product.

What is Prohibited?

There are two categories of high-risk regulated goods.
Drugs and drug paraphernalia

• Showing drugs, drug paraphernalia, or related tools and accessories. Drugs include cannabis, THC, and CBD-infused products. We take action the moment these appear.
• Using or consuming drugs where viewers can clearly see it.
• Promoting drugs or drug use, such as glorifying, encouraging, or endorsing them.
• Suggesting drug use through slang, terms, or behavior. An example is shaking uncontrollably after injecting or smoking an unknown substance.

Tobacco, nicotine products, and smoking-related tools/accessories

• Making a tobacco or nicotine product, or a smoking-related tool, the main focus of your content
• Smoking or consuming these products where viewers can clearly see them.
• Promoting these products, such as glorifying, encouraging, or endorsing them.
• Suggesting use, such as visible smoke or vapor, that is clearly linked to a person on screen.

What to do instead:

• Keep drugs, tobacco, nicotine products, and smoking-related tools out of your videos and LIVEs.
• Promote only products that are allowed on TikTok Shop, and focus on the product features viewers care about.

Content Targeting or Exploiting Minors

We are committed to making TikTok a safe and positive experience for everyone, especially for people under 18. Protecting the safety of minors is a key component of our Community Guidelines.
To limit commercial exposure for minors, TikTok Shop prevents them from being exploited by marketing and blocks promotional content that is inappropriate for them.

What is Prohibited?

• Audio featuring minors for commercial activities is strictly prohibited. This includes the instance of minors appearing on screen and actively selling merchandise using narration, explanation or recommendation. Child voiceovers are also not allowed in any promotional materials.
• Sales content must feature adult presenters leading the full product introduction and demonstration process. Any minor appearing on camera should not be for commercial purposes and should always be accompanied by an adult.
• To authentically reflect genuine product usage scenarios, footage for products exclusively designed for minors (including Baby & Maternity products, infant & children’s toys, infant and kids’ apparel & footwear, and children’s musical instruments) may only capture realistic shots and still images of minors wearing or testing such products. Minors shall not engage in any active sales and commercial behavior.
• Minors are strictly forbidden from appearing in the following commercial promotional content:
  • Content featuring nudity or sexually suggestive elements;
  • Promotional material for adult-only products such as alcohol and tobacco.

Nudity and Sexualized Behavior

Content featuring nudity or sexualized behavior is prohibited on TikTok Shop, regardless of intent or target audience.

What is Prohibited?

1. Nudity or implied nudity

• Full or partial nudity, including edited visuals, or outlines that imply nudity
• Visible or implied genital outlines through clothing, including a visible erection or male bulge, or clothing that draws attention to the genital area

1. Excessive exposure of intimate body areas

• Pronounced or excessive display of cleavage, buttocks, or similar areas that creates a sexualized focus rather than highlighting the product
• Light cleavage exposure (including inverted "V" shapes), or camera angles that focus on intimate body parts like the chest, buttocks, or genital area.
• Over-focus on body shape when showcasing sheer or skin-tight items

1. Sexual gestures, poses, or suggestive behavior

• Objects, gestures, or body parts used to mimic or suggest genitalia or intimate areas of any gender
• Displays, poses, or behaviors that simulate sexual arousal or explicit acts
• Sexualized product demonstrations, including exaggerated body movements, poses, or camera angles intended to highlight intimate areas rather than the product

1. Sexual themes or suggestive context

• Sexual themes, innuendo, or explicit imagery, including animations or suggestive camera angles
• Sexually suggestive language or role-play intended to create a sexualized context around the product
• Captions, gestures, or expressions with sexual undertones

1. Adult platform references

• Logos, imagery, or branding associated with pornographic platforms

1. Content that may make viewers uncomfortable

• Content that may create discomfort for viewers, particularly when promoting revealing or sensitive products.

What To Do Instead?

Promote Products in a Neutral Way

• Focus on product features like fabric, comfort, fit, stretch, and design.
• Highlight practical use cases (daily wear, layering, comfort).
• Use a neutral, informative tone and do not use suggestive language.
• Choose professional camera angles that do not emphasize body parts.

Examples:

• For intimate hygiene products, use clear, educational language about function and benefits.
  • For example, "gentle formulas" or "soothing ingredients"
• For shapewear, focus on comfort, material quality, and everyday wear support.

Create clear, safe, and appropriate demonstrations

• Use mannequins, flat-lay shots, or torso props for revealing items.
• Pair skin-tone or tight items with additional clothing.
• Do not frame private areas.

Examples:

• Show lingerie or swimwear on mannequins instead of on-body try-ons.
• For stockings or similar items, focus on material and texture and pair with shorts or skirts.

Promoting Sexual Wellness Products

If you are invited to sell sexual wellness products, see Guidelines for Responsible Health-Related Content. This article provides additional information on content to avoid and best practices.

Discriminatory, Violent, or Harassing Content

Content that harms, discriminates, or harasses individuals or groups is prohibited.

What is Prohibited?

• Discriminatory language or imagery based on race, gender, identity, or other attributes
• Harassment, bullying, or hateful messaging
• Graphic or violent imagery including gore, mutilation, or physical abuse
• Content showing death, serious injury, or disturbing medical situations
• Depictions of animal cruelty or real-world violence, including:
  • animal testing or applying beauty and cosmetics products to animals
  • promoting, engaging in, representing or glorifying violent extremism organisation and their activities, ideologies, and recruitment

What To Do Instead?

• Use creative storytelling and thoughtful visuals to engage your audience.
• Build a welcoming environment by encouraging positive interaction.
• Keep all content appropriate for a general audience.

For more information, please refer to our TikTok Shop Content Policy.

Crude, Vulgar, and Disturbing Products

Content must not include products that have crude, vulgar, or disturbing material. This includes, but is not limited to, products that feature:

• Explicit language
• Obscene gestures
• Graphic violence
• Sexual content
• Anything that may cause discomfort or distress

For more details and examples about crude, vulgar, or disturbing products, refer to our policy here.
For more information, please refer to our Prohibited Products Policy.

Enforcement Actions and Appeals

We regularly review creator accounts and content for compliance with our policies, including our Content Policy, and our Community Guidelines. If violations are identified, we may take enforcement actions. This may include, but is not limited to:

• Deducting points from your Creator Health Rating
• Removing content
• Removing access to features
• Restricting commission earnings
• Restricting or removing your creator account

Creators can view their account health and any enforcement actions on the Creator Health Rating (CHR) page. For more information on violations, see Creator Enforcement Policy. If you would like to appeal an enforcement action, visit the Appeals section.

Frequently Asked Questions

Can I use action-packed scenes to promote my product?

Do not use violent or graphic scenes, even if they are intended to be exciting. This content can disturb customers and violate our policies.

Can I include images or references to gambling or pyramid schemes?

No. TikTok Shop prohibits gambling-related content. This includes, but is not limited to:

• Betting
• Pyramid schemes
• Casino-style games
• Sweepstakes

Can I show or talk about vapes, tobacco, or cannabis products in my content, even if it is not a product I am selling?

This is not allowed in videos or LIVEs. Drugs and drug paraphernalia carry the highest severity, and the rules apply even when you are not selling the product.

What if I receive enforcement actions?

If you believe an enforcement action was made in error, file an appeal:

1. Go to the TikTok Shop for Creators page > Account Standing > Violations.
2. 2. Select the violation.
3. 3. Scroll to the bottom of the page to appeal.

How do I report content that violates this policy?

If you find content that violates the information on this page, you can report it by following these steps:

1. Tap Share.
2. Select Report.
3. Choose the appropriate reason and sub-topic (if available).
4. Add any helpful details.
5. Tap Submit.