Requirements for Responsible Health-Related Content

Key Points

• Medical Claims: Medical claims are prohibited for non-Over-the-Counter (non-OTC) products. This means you cannot state or imply that a product can diagnose, treat, cure, mitigate, or prevent any disease or medical condition without professional supervision.
  • Medical claims are only permitted for Over-the-Counter (OTC) drugs when they are fully consistent with the Drug Facts label (specifically the “Uses” section).
  • All other products must not make medical claims of any kind.
• Weight Management Claims: High-risk weight management statements are prohibited. This includes high-risk weight loss claims and high-risk muscle gain claims.
• Wellness Claims: Statements that suggest a product can prevent or cure any wellness condition related to physical, mental, or emotional well-being are prohibited.

• Provides indications of which products and claims are generally prohibited, along with reasons why such restrictions may exist.
• Outlines TikTok Shop’s policies on medical and weight management claims for both product listings and content (videos and LIVE streams).
• Suggests approaches for responsibly promoting wellness-related content and products.

Product & Listing Policies: Prohibited Products and Actions

General Requirements

• Titles, descriptions, images, packaging, and labels set realistic expectations.
• All content complies with TikTok’s standards for truthfulness, accuracy, and safety.

Prohibited Products

• Body and Mental Wellness Products: Items marketed for weight loss, weight gain, fat reduction, detox, appetite suppressants, or that promote unsafe mental health behaviors (for example, self-harm, disordered eating), and products that use "Glucagon-like peptide (GLP)," "GLP-1," or similar terms in the product title or branding. This does not apply to products clearly marketed as supportive products for individuals using GLP-1 medications.
• Medicines, Medical Devices, and Medicinal Supplements: Prescription-only medicines, certain Over-the-Counter (OTC) or unlicensed supplements, steroids, Cannabidiol (CBD, a compound found in cannabis) beauty products, and certain medical devices.

Prohibited Actions

• Weight-related claims: This may involve promises of weight loss, weight gain, fat reduction, or targeted body changes. For example, guaranteed, effortless, or permanent results must not be suggested.
• Ingredient claims: These include statements promoting weight management effects. Describe the relationship between a food, dietary ingredient, or supplement and a reduced risk of a disease or health-related condition.

Content Guidelines

Content Policies (Videos & LIVE streams)

• Visuals, videos, images, captions, hashtags, and LIVE streams
• Titles, hyperlinks, and descriptions
• Character speeches, nicknames, and personal introductions
• Clothing, behavior, voice, and mic setups

• Weight claims: Content that appears to promote products with promises of weight loss, gain, fat reduction, or targeted body changes; guaranteed, effortless, or permanent results; or ingredient claims related to weight loss.
• Wellness and medical claims: Content that appears to promote products with claims that they can cure, prevent, or treat serious conditions that require professional treatment or diagnosis.
• Glucagon-like peptide-1 (GLP-1) Products: Content promoting products that use "GLP," "GLP-1," "Glucagon-like peptide-1," or similar terms in the product title, branding, or description is not permitted, except for products clearly marketed as supportive products for individuals using GLP-1 medications.
• False or exaggerated claims: This includes content that implies body transformation within an unrealistic timeframe or makes exaggerated promises about performance, effects, or results, even with disclaimers. Also prohibited are false health claims that discourage professional medical consultations, suggest a product is superior to a healthy lifestyle, or falsely attribute medical credibility to a product.
• Misrepresentation of product credibility: Statements that could inaccurately suggest awards, certifications, guarantees, or warranties.
• Misleading product information: Content that presents brand names, descriptions, key attributes, or product functions in a way that could be inconsistent with the product being sold.
• Misleading visuals: Before-and-after photos (with limited exceptions, such as skin-tightening examples accompanied by a disclaimer), as well as edited images, filters, or other digital effects that may artificially enhance or imply product results.
• Harmful or unsafe claims: Hashtags or content that appear to promote extreme or dangerous behaviors (for example, #StarveMax, #BoneSmashing), malicious comparisons, or wellness claims without scientific evidence.

• General wellness tips, such as balanced eating, exercise, and sleep routines.
• Product reviews that describe personal experiences without promising transformation or extreme results.
• Safe, neutral lifestyle products, like yoga mats, resistance bands, or general fitness equipment.
• Fitness or nutrition content that emphasizes sports, general athleticism, or long-term health, rather than weight loss.
• Competitive eating contests presented as entertainment.
• Medically necessary surgeries or health interventions, when guided by qualified professionals.
• Religious or political fasting, shared in a cultural or informational context.
• Content featuring differently-abled or disabled bodies in a respectful and inclusive way.
• Content with a focus on overall wellness rather than weight loss or muscle gain. For example, protein powder might be discussed in terms of supporting energy, immunity, skin and hair health, gut balance, stress recovery, or bone strength.

Medical Claims

• Such claims may mislead customers and create unrealistic or unsafe expectations.
• They could potentially cause physical or mental harm if products are unsafe or used incorrectly.
• They might lead to dissatisfaction, complaints, or negative reviews when expectations are not met.

• "This supplement prevents heart disease."
• "This tea eases Post-Traumatic Stress Disorder (PTSD) symptoms."
• "Doctors do not want you to know about this product. My psoriasis disappeared!"

• Using images of real medical symptoms in connection with a product.
• Discouraging users from seeking proper healthcare consultation with professionals.
• Featuring doctor or nurse imagery in ways that might imply or suggest endorsement.
• Making claims that appear to position a product as superior to prescription-only treatments.
• Using hashtags that could imply a medical effect (for example, #SupplementToCureCancer)

Examples of Permissible Medical Claims

• Relief of headaches, toothaches, backaches, menstrual cramps, muscle aches, or minor arthritis pain, when consistent with the product’s Drug Facts label
• Pain relief lasting up to 8 hours, if explicitly stated on the product label

• Stating the product has no side effects (for example, acetaminophen carries a risk of liver damage)
• Claiming the product fully cures or resolves arthritis, as it is only indicated for temporary relief of minor arthritis pain
• Associating the product with the treatment of unrelated medical conditions (for example, allergies, Attention-Deficit/Hyperactivity Disorder (ADHD), or other conditions beyond its labeled pain-relief indications)

Creator Guide (US Only)

Wellness Claims

• Examples of prohibited wellness claims: "This essential oil blend cures anxiety," "Drink this juice to prevent colds."

Weight Management Claims

• They may mislead viewers about what results are realistic.
• They could encourage unhealthy behaviors or disordered eating in some cases.
• They might contribute to harmful body image expectations.
• Restricting such claims is intended to help protect users from potentially unsafe products, misinformation, and harmful health practices.

• Pharmaceutical products or weight loss medications
• Diet pills or fat burners
• Muscle-enhancing pharmaceuticals (including products promoted as equivalent to, working like, or bioequivalent to anabolic steroids)
• Products that appear to promise extreme body changes or unrealistic health outcomes
• Products promoted as equivalent to, working like, or bioequivalent to GLP-1 medications or other prescription/controlled substances
• Products promoted with content that encourages intentional misuse for weight loss or muscle gain

• Promotions appear to focus on broader wellness aspects (such as hydration, energy, recovery, balance, or confidence) rather than positioning high-risk weight loss or muscle gain effects (e.g., quantified promises, before-after body comparisons, or prescription-drug/steroid equivalence) as the central claim.
• The products seem to be presented responsibly as part of a balanced, long-term approach to health.
• Any weight- or muscle-related messaging is presented to adult (18+) audiences and stays within the low-risk, general wellness framing described in this article.

• "Drop 10 pounds in a week with this supplement"
• "Burn belly fat instantly with this tea"
• "Take this snack daily and never worry about weight gain"
• "No longer obese, thanks to this product!"
• "Get slim legs right away when you use this lotion"
• Phrases such as "Burn fat fast"
• "This product helped me drop from size 16 to size 8"
• Comparisons of results to prescription drugs (for example, GLP-1 medications)
• "Gain 20 lbs of muscle fast" or any similar quantified or timeline muscle-gain promise
• Before-and-after body-comparison imagery showing dramatic muscle gain tied to a promoted product
• "Works like anabolic steroids" or any claim that a product is as effective as, bioequivalent to, or a substitute for anabolic steroids or other controlled substances
• Content that instructs viewers to take, stack, or otherwise intentionally misuse a product for weight loss or muscle gain beyond its labeled use

• Product promises that appear to suggest high-risk weight loss, fat reduction, or muscle gain outcomes — for example, quantified or timeline promises, or promises of guaranteed / effortless transformation (e.g., waist trainers marketed as causing weight loss).
• Ingredient claims that may be interpreted as attributing high-risk weight loss or muscle gain effects.
• Personal testimonials that imply a product directly caused dramatic weight or muscle changes.
• Visuals that might be misleading, such as before-and-after body-comparison images showing dramatic weight loss or muscle gain, or transformation graphics tied to a promoted product (with limited exceptions for debloating or Sports/Fitness Equipment).
• Hashtags that could be interpreted as promoting high-risk weight loss or muscle gain (for example, #DropPoundsSupplement, #FatBurningTea, #GLP1DupeStack, #NaturalSteroidStack).
• Content comparing a product's effect to GLP-1 medications, anabolic steroids, or other prescription/controlled substances (verbally, visually, or via codewords/emoji such as ).
• Content that instructs or encourages intentional misuse of a product for weight loss or muscle gain (e.g., off-label stacking, dosing beyond label, or using a product in ways not indicated by its labeling).

Regulatory Claims

• Health Claims: "May reduce risk of osteoporosis"
• Nutrient Content Claims: "High in vitamin C"
• Structure/Function Claims: "Supports healthy digestion"
• Certifications: USDA Organic, Gluten-Free, Non-Genetically Modified Organism (Non-GMO) (must be verified)

Illegal Medical or Unauthorized FDA Claims

• state or imply that a product can diagnose, cure, mitigate, treat, or prevent a disease, serious medical condition, or related symptom in humans or animals
• state or imply that a product is FDA approved, authorized, endorsed, certified, or otherwise validated by the FDA or another regulatory authority, unless the claim is legally permitted and can be verified
• appear in the product title, description, images, videos, packaging, labels, SKU names, SKU images, badges, captions, hashtags, LIVE streams, or other product-related content
• use required legal disclaimers or FDA facility registration statements in a way that implies product approval, authorization, endorsement, certification, or validation

Best Practices for Health & Wellness Content

• Focus on holistic health, including physical, mental, and emotional well-being.
• Share practical tips for nutrition, meal planning, and exercise without making promises about specific results.
• Promote healthy lifestyle products in a safe and responsible way.
• Review the product selection risk reminder and use the video pre-check tool before posting.
• Complete any required quizzes or reviews after receiving a violation notice before promoting health-related products again.
• For additional guidance, refer to How to Avoid Misleading Content and Best Practices for Promotional Content.

Promoting Sexual Wellness Products

• Condoms
• Lubricants
• Fertility tests
• Ovulation kits
• Pregnancy tests
• Fertility thermometers
• Sexual performance enhancers

Seller Responsibility

• Conducting their own due diligence
• Obtaining independent legal or regulatory review when needed
• Ensuring their products and claims comply with applicable FDA, FTC, and other regulatory requirements

• FDA Guidance on Structure/Function Claims
• FDA Warning Letters on Unproven Infertility Supplements
• FTC Truth in Advertising Standards

Content Requirements

• Must not make prohibited medical or wellness claims, including promises about fertility, pregnancy outcomes, or sexual performance without verified scientific evidence.
• Must not include nudity, sexualized behavior, or suggestive humor, consistent with our Content Policy, Community Guidelines, and Seller Terms of Service.

Content Best Practices

• Focus on product features, materials, and intended use, using clear and professional language
• Ensure claims are accurate and supported by the product listing
• Use neutral wording such as "designed to support," "intended for," or "helps maintain" rather than explicit or embellished descriptions

• Show packaging, labels, and product details rather than simulating use
• Avoid physical demonstrations that suggest sexual activity or intimate use
• Keep visuals and presentation informational, with neutral framing and tone

• Refer to our Prohibited Content for Platform Safety article for guidance on avoiding nudity and sexualized behavior.
• For additional guidance, invited sellers and creators may also refer to the Medical Devices and Medical Supplies Policy.

Frequently Asked Questions (FAQ)

• Promises of rapid or guaranteed results (including quantified or timeline promises such as "gain 20 lbs of muscle fast")
• "Miracle" claims
• Unrealistic body expectations or body-shaming language
• Claims that certain clothing (for example, waist trainers) directly causes weight loss
• Comparing results to pharmaceutical products, such as suggesting the promoted product is more effective than prescription medication (including GLP-1 medications) or comparable to anabolic steroids or other controlled substances.
• Before-and-after body-comparison imagery showing dramatic weight loss or muscle gain tied to a promoted product (outside the Sports/Fitness Equipment exemption).
• Content that instructs or encourages intentional misuse of a product for weight loss or muscle gain.

• Highlight overall wellness, balanced living, and achievable fitness goals
• Show the product as 1 element of a healthy lifestyle, not a promised fix

• Prescription or high-risk weight loss products (for example, compounded GLP-1 medications):

• Supportive products for individuals using GLP-1 medications:

• Lower-risk products (for example, general wellness supplements like berberine):