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Key Points
Creators must ensure all TikTok Shop content is accurate, compliant, and consistent with the products being promoted.
TikTok Shop prohibits misleading claims — including but not limited to misleading background and staging — as well as gambling content, shocking content, spam, fraud, and other harmful or manipulative promotional behavior.
TikTok Shop controls content that depicts, uses, promotes, or implies the use of high-risk regulated goods, including drugs and tobacco or smoking-related nicotine products such as e-cigarettes, and/or cigarettes.
Violations may result in enforcement actions such as content removal, feature restrictions, violation points, or account restrictions. Appeals are available through Seller Center or the TikTok app.

This policy applies to all Creators and the content they promote on TikTok Shop, including LIVEs, videos, images, and titles. It outlines the requirements all Creators must follow to ensure a safe, trustworthy, and vibrant experience for everyone.

Content

This policy applies to all content uploaded, displayed, or promoted on TikTok Shop. This includes, but is not limited to:

LIVEs
Videos
Cover images
Titles and descriptions
Hyperlinks and anchor links
Spoken statements
On-screen text
Clothing, props, gestures, and behavior
Voiceovers and microphone setups
Usernames, nicknames, and personal introductions
Product demonstrations and visual representations

All elements of promoted content must comply with this policy, regardless of format.
Content may also need to meet other rules, such as the Shop Tab Eligibility Requirements (rules for showing content on the Shop tab), to be featured on the homepage or in recommendations.

Artificial Intelligence Generated Content (AIGC)

AI-generated content is not allowed if it:

Misleads or deceives viewers
Impersonates others,
Changes or exaggerates a promoted product,
Fabricates product effects or functions, or;
Otherwise, violates the TikTok Shop Content Policy or TikTok Community Guidelines Content that violates these requirements may be removed and/or result in enforcement action.

Additionally, Creators must make sure AIGC produced content matches the actual product, the Product Description Page, and any reliable product evidence. This includes product size, color, material, quantity, included accessories, compatibility, safety attributes, installation requirements, and performance claims.
For more information, refer to our AI Generated Content Restrictions and Requirements.

Auctions

All live bidding must be conducted using TikTok's LIVE Auction feature (a tool for conducting real-time auctions). Any auctions or auction-related activities carried out without this feature are prohibited. Misuse of the LIVE Auction feature is also prohibited.
Auctions and auction-based activities include, but are not limited to:

Offering or soliciting bids: Directing users to propose prices for an item until the creator chooses a satisfactory offer
Rapid bidding: Placing a short timeframe for users to swiftly and frequently place bids in a fast-paced auction process
Timed bidding: Setting a countdown for users to place bids within the timeframe

For detailed requirements related to Auctions, Temporary Listings, LIVE Auction, and Surprise Sets, please refer to the Gambling Policy.

Misleading Background and Staging (LIVE rooms)

In LIVE Auctions, your background and staging must be consistent with the products you are actually selling. Confirmed mismatches are treated as misleading content under this Content Policy, even without an explicit false verbal claim.

Ensure that products shown in your background/staging are genuinely relevant to the auction and are presented in a way that accurately reflects their availability, quantity, frequency, and role in the Livestream.
Do not use products as your background/staging when they are not part of the auction.
Items not currently for sale should not occupy any part of your visible background composition.
Do not make verbal claims about brand, authenticity, or premium items that do not match the listed product.

For the full requirements, see our Requirements for High-Quality Videos and LIVEs.

Charitable Claims

Creators are prohibited from promoting content that includes claims about donating proceeds to charitable causes, as TikTok Shop is unable to verify these claims. Such content may be removed. This includes, but is not limited to:

Claims that earnings from product sales, commissions, or other revenue will be donated, shared, or directed to a charitable cause. This includes fundraisers, charities, non-profit organizations, non-governmental organizations (NGOs), individuals, or any similar cause.
Statements that purchases will contribute to any fundraising effort outside platform-approved fundraising tools.

Exaggerated Promises

Creators are prohibited from promoting any content that includes exaggerated promises about a product's performance, effect, or price. This may result in content removal.
For example:

"Get slim legs right away when you use this lotion."
"This product removes acne in only a few days."
Showing wrinkles disappearing in "before and after" comparisons after using a cream
"This is the lowest/cheapest/best price you will find for this product on TikTok Shop."
"Buy this product using the link below for the cheapest price you will find anywhere."

Exaggerated promises that are prohibited also include AI-generated product demonstrations that show instant or unrealistic effects.
For example:

Immediate cleaning,
Instant repair,
Exaggerated lighting coverage,
Unrealistic cutting or drilling capacity,
Instant pest elimination,
Unsupported plant growth, or;
Protective effects beyond product certification

For more information, refer to our AI Generated Content Restrictions and Requirements.

False, Misleading, and Inconsistent Information

Creators are prohibited from promoting any content that is inconsistent with the products being advertised or sold. This includes, but is not limited to:

False or misleading claims that a product has won awards or possesses various certifications
False or misleading claims that a product is affiliated with other products
Vague, inaccurate, or unsupported price comparisons
False or misleading product demonstrations
False or misleading images, brand names, descriptions, key attributes, models, product guarantees, or warranties
False or misleading information regarding services such as delivery, logistics, returns, refunds, and customer service
False or misleading coupon codes

Product demonstrations are also misleading when AI-generated content changes what shoppers see, including product scale, material, color, bundle quantity, lighting effects, movement, installation method, surface compatibility, rated capacity, or before-and-after results.
For more information, refer to our AI Generated Content Restrictions and Requirements.

Price and Discount Claims

Creators may mention prices, discounts, coupons, or deals, but the information must be accurate, clear, current, and not misleading.
Prices and discounts on TikTok Shop may vary based on coupons, selected SKUs, bundles, minimum spend requirements, user eligibility, shipping, taxes, or promotional periods. Creators should not suggest that all viewers can obtain a specific price or discount unless the claim is accurate and any applicable conditions are clearly disclosed.
Creators must not promote false, misleading, unavailable, or expired prices or discounts. This includes promoting specific prices or discounts that viewers cannot reasonably obtain through the promoted product link, product page, or checkout, as well as unsupported claims such as "lowest price" or "cheapest price."If a promoted price or discount is subject to conditions, creators should clearly disclose any applicable requirements, such as coupon redemption, selected SKUs, minimum spend, user eligibility, limited-time availability, shipping, taxes, fees, or regional restrictions.
Creators are encouraged to verify prices and discounts before publishing content and avoid continuing to promote offers that are no longer available.

Gambling and Gamification

All gambling and game-like activities are strictly prohibited in LIVEs and videos on TikTok Shop, even when creators are not engaging viewers or offering a chance to win a prize. Refer to the TikTok Shop Gambling Policy for more information.

High-Risk Regulated Goods

Creators must not depict, use, promote, or imply the use of high-risk regulated goods in content, including LIVEs and videos. This control applies to content even when there is no selling behavior. It is separate from listing-side governance, so content enforcement can apply on its own.
Content is controlled when any one of these is true: you show the goods, viewers can clearly see consumption or use, you promote them, or you imply their use.
High-risk regulated goods fall into two main categories.

Drugs and Drug Paraphernalia: Drugs include cannabis, THC, and CBD-infused products. Any depiction of drugs or drug paraphernalia is enough to trigger enforcement. Implied use also counts, including drug slang and behavior such as shaking uncontrollably after injecting or smoking an unknown substance.
Tobacco, Smoking Related Nicotine Products, and Smoking-Related Tools/Accessories: Controlled when the product or device is the main focus. It is also controlled when smoking or consumption is clearly visible, when the product is promoted, or when use is implied through visible smoke or vapor that is clearly linked to a person on screen.

Illegal and Criminal Activity

Creators are strictly prohibited from promoting any content that contains any form of illegal or criminal activity, which may result in content removal and other enforcement actions.
This includes, but is not limited to:

Inappropriate surveillance behaviour: Tracking or monitoring people without consent or appropriate authority, hidden cameras in private settings, and stalking-for-hire or surveillance services.
Hateful speech: Content that promotes, engages in, or glorifies hate speech, hateful ideologies, or slurs targeting protected attributes
Violent extremism: Content that promotes, engages in, glorifies, or idolizes violent extremism, including the activities, ideologies, recruitment, or representation of extremist organizations.

Infringement of Lawful Rights

Creators are prohibited from promoting any content that uses someone else's brand or content without permission. This includes, but is not limited to:

Any content that uses brands or logos for commercial gain (unless they have the rights holder's express permission to do so)
Creators are prohibited from using the names, images, and likeness of people (including celebrity images or collections) for commercial purposes, like product endorsement or merchandise. This requires express permission from the individual.

Refer to our TikTok Shop Intellectual Property Policy for more details.

Unsupported or Disparaging Comparisons

Creators are prohibited from promoting content that contains unsupported or disparaging comparisons, which may be removed. This includes:
• Using unsupported comparisons to unfairly criticize other products, brands, or e-commerce sites.
• Using derogatory language to describe competitors.
Refer to the How to Avoid Misleading Content article for more details.

Malware

All uploaded content must not contain any malicious code that could breach or circumvent our platform security measures. This includes, but is not limited to:

Viruses
Malware
Spyware
Trojans
Phishing

Medical Claims

Content containing medical claims is restricted and may be removed. Prohibited claims include, but are not limited to, those stating a product can:
• Cure serious medical conditions
• Address conditions that require testing, monitoring, and planned treatments supervised by experts

Minor Safety

To protect minors, the following is prohibited and may result in content removal or account restrictions:

Any content persuading minors to purchase products or services
Any content persuading minors to ask their parents to purchase products
Any content targeting minors in giveaways or promotions
Other content that may have a negative effect on minor safety

Creators are also prohibited from promoting content where minors verbally endorse a product. There may be other requirements in specific regions regarding minors. Creators must ensure that their promoted content and products meet all relevant laws and regulations.

Misleading Beauty Filters

Creators are prohibited from promoting any content that uses misleading beauty filters.

Misleading Traffic, Spam, and Fraud

Creators are prohibited from promoting any content that includes any form of spam or fraud in user profiles, content, comments, or chats. Violations of this rule may result in content removal and account restrictions.
Creators are strictly prohibited from:

Impersonating other individuals or organizations in order to deceive the public or make false or misleading representations
Manipulating platform mechanisms in order to artificially generate orders, views, likes, comments, follows, positive customer feedback, or ratings
Engaging in activities that deceive consumers or mislead them into ordering, liking, commenting, or more
Promoting products by getting sympathy from viewers. This includes, but is not limited to, claims of financial hardship, needing money, begging for help, or stating that a video or LIVE was recorded under pressure
Promoting artificial traffic generation services
Promoting products with claims that commissions, sales, or other proceeds will be donated or directed to a 3rd party
Creating malicious software or modifying code to artificially increase orders, views, likes, followers, shares, or comments
Any other attempt to direct users to non-authorized landing pages

The following are also prohibited:

Invalid landing pages
Landing pages that require a user's personal information to proceed
Landing pages that automatically download files to a person's computer

Prohibited Products

All products displayed or otherwise promoted within a creator's content must comply with all local laws, regulations, and our TikTok Community Guidelines. For specific product information, please refer to our TikTok Shop Prohibited Products Policy.
TikTok Shop reserves the right at our sole discretion to decide whether content is appropriate. If we determine that the product is prohibited, illegal, or inappropriate, we may remove it.

Redirecting Traffic

TikTok Shop cannot guarantee the safety of transactions that take place off-platform. Content may be removed if it includes links, references, or other calls to action that direct users away from TikTok Shop.
Prohibited actions include sharing:

Links to other websites or online fundraisers
Phone numbers, social media handles, or email addresses
QR codes
Any other information that directs users to an external platform or website

Restricted Products

Creators must not promote any content related to products listed in our TikTok Shop Restricted Products Policy unless they have obtained the necessary approvals.

Sensational, Shocking, or Disturbing Content

Creators are prohibited from promoting content that is sensational, shocking, disturbing, or likely to cause discomfort or distress to users. This includes, but is not limited to:

Nudity, depictions of sexual arousal or stimulation, or sexually explicit language
Vulgar or offensive language, including hate speech, slurs, or discriminatory remarks
Violent or graphic depictions of death or accidents
Depictions of dismembered, mutilated, charred, or burned human or animal remains
Gore that focuses on open wounds or injuries
Real-world physical violence, fighting, or acts of torture
Non-natural deaths of animals, such as slaughter
Depictions of animal cruelty or gore
Graphic close-ups of skincare or bodycare procedures including content showing the removal of bodily fluids, skin, or dirt

You can find further guidance in the Prohibited Content for Platform Safety article.

Unoriginal, or Repetitive (Homogeneous) Content, and Irrelevant Product Promotion

Unoriginal and Prohibited Content

Content is considered unoriginal if the user has not added new or creative edits to any imported or uploaded media. Imported media includes content from TikTok or other sources like television, movies, or webcasts. A visible watermark or superimposed logo is a sign of unoriginal content.
The following content is prohibited:

Content that includes extremely short clips, static images, or still scenes during LIVEs
Content that includes any inappropriate use of language
Exclusively Graphics Interchange Format (or GIF-based) videos
Content that lacks active engagement, such as videos or LIVEs where the creator does not speak, interact with viewers, appear on screen, or meaningfully present or demonstrate the product.

For more information, refer to Best Practices for Promotional Content and How to Create Interactive Livestreams and Video Content.
AI-generated content may be considered misleading or low-quality if it replaces real product demonstration with synthetic visuals that do not help shoppers understand the product accurately.
For more information, refer to our AI Generated Content Restrictions and Requirements.

Repetitive (Homogeneous) Content

Repetitive (homogeneous) content refers to content that is published continuously and in bulk, where the structure, visuals, narration, or materials are highly similar. Content which is repeated with lack of new information and/or not meaningfully different, even with some minute differentiating factors (such as music, voiceovers and/or background) is considered repetitive content.The following situations are examples of repetitive (homogeneous) content:

Re-posting the same video at high volume with only order of clips changed.
Posting content with the same product for a long time, with the same background and actions without explaining product features.
Continuous videos posted with the same template-based content, such as similar script, presentation, with only minimal edits such as minor changes to poses, background, introduction etc.
Using the same generic sales script for a range of different products.

Irrelevant Product Promotion

All promoted products must be relevant and clearly displayed in the related content.
The following situations are examples of irrelevant product promotion:

The product shown in the video was not mentioned on the landing page
The product was not explicitly or completely shown in the creator's content
The product displayed in the creator's content does not match the same product on their landing page
The landing page shows the creator's shop page with "Error 404" or other error codes

For more information on irrelevant product promotion, refer to Best Practices for Promotional Content.

Weight Management Content

Creators are prohibited from promoting content that contains high-risk weight loss or muscle gain claims, as set forth in our TikTok Shop Prohibited Products Policy. General, low-risk weight management content directed at adult (18+) audiences is not prohibited by this section. Sports and fitness equipment are exempt from this restriction, even when accompanied by weight- or muscle-related imagery such as a before-and-after body comparison (e.g., a chubby-to-toned physique on exercise equipment). Prohibited high-risk weight management content includes, but is not limited to:

Quantified or timeline weight-loss or muscle-gain promises tied to a promoted product (e.g., "lose 10 lbs in a week", "gain 20 lbs of muscle fast")
Personal testimonials that credit a promoted product with dramatic weight loss or muscle gain
Claims that a product can cure, treat, or prevent obesity
Claims that a product contains, acts as, or mimics GLP-1 receptor agonists (a class of medications used for treating type 2 diabetes and obesity), including any suggestion of equivalent weight loss effect
Claims that a product is as effective as, works like, or is bioequivalent to anabolic steroids or other controlled substances used for muscle gain
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 (e.g., off-label stacking, dosing beyond label, or using a product in ways not indicated by its labeling)
Promotion of an unhealthy body image or an unhealthy relationship with food

For more information about high-risk weight management content, refer to our Guidelines for Responsible Health-Related Content article.

Category-Specific Prohibited Content

Cosmetics

Creators are prohibited from promoting any content that contains the following:

Phrases or implications about treating or preventing any disease
Phrases or implications that claim to cure, diagnose, correct, regulate, or modify a physiological function
Claims that imply that certain products have pharmacological, immunological, or metabolic effects
Claims that imply that certain products renew, correct, or change physiological functions
Statements referring to the effect of medicinal products

All cosmetic goods must meet the following criteria:

They are applied to the outer parts of the human body.
Their effects are temporary.

Content or statements about cosmetic products may not be misleading and may not violate any requirements specified by relevant laws or regulations. Any content containing or implying that a product's functions exceed the actual effect of the marketed item may be considered a violation of our policies.

Food

Food-related content must adhere to the following rules:

It must not mislead customers about its characteristics, effects, or properties.
Creators are prohibited from attributing medicinal properties to foods.

Claims that a nutrient or food promotes general good health or wellbeing must be supported by documents or certification from a qualified health professional.
Content that states or implies that a type of food, drink, or supplement prevents, treats, or cures disease is not permitted under any circumstances.

Further Information

At TikTok, we do not allow paid political advertising on our platform. In addition, political content is not eligible to be featured in promotions by TikTok Shop, such as "Today's Deals" and "New Customer Deals."

Sensitive Events

Sensitive Events are defined as recent, unforeseen events or developing situations that present a risk of harm. Examples include, but are not limited to, civil emergencies, natural disasters, public health emergencies, terrorism and related activities, or mass acts of violence.When a Sensitive Event occurs, TikTok may remove or limit the promotion of content that tries to profit from or exploit the tragedy for engagement or financial gain.

Enforcement Actions and Appeals

We regularly review creator accounts for compliance with our policies. If violations are identified, we may take enforcement actions. For example, severe violations like promoting illegal products may lead to account removal, while minor issues such as unoriginal content might result in content removal and violation points. The enforcement actions we may take include, but are not limited to:

Assigning violation points
Removing content
Removing access to features
Restricting commission earnings
Restricting or removing your creator account

Creators can view their account health, find more information, and appeal enforcement actions:
• To view your account health and any enforcement actions, visit the Creator Health Rating (CHR) page.
• For more information on violations, see the Creator Enforcement Policy.
• To appeal an enforcement action, visit the Appeals section. This also includes information on how to appeal actions outside of the CHR framework.

Content Policy

Creator TL;DR

Key points

Say / show

Do not say / show

Violation risks

Who it affects

Source notes

Readable Policy Copy