Summary
Policy expanded with 15+ new prohibitions: AI-generated content misleading viewers, charitable donation claims, exaggerated promises, false product awards/certifications, misleading beauty filters, unsupported comparisons, malware, medical claims, minor-targeting content, and sensational/shocking content. Enforcement unchanged but scope substantially broadened.
Why it matters
Creators and sellers now face removal/restriction risk for content previously unaddressed: AI deepfakes, charity claims, performance exaggerations, and beauty filter abuse. Existing LIVE sellers using rapid-bid auctions or comparative marketing must audit immediately. Violation enforcement mechanism (content removal, feature restriction) already existed but now applies to many more content types.
Recommended action
Audit all live content, product claims, and LIVE auction mechanics against new sections: AIGC, Charitable Claims, Exaggerated Promises, False/Misleading Info, Medical Claims, Minor Safety, Misleading Beauty Filters, Unsupported Comparisons. Remove non-compliant content within 30 days. Review price/discount claims for specificity and condition disclosure.
Content Policy 07/01/2026 Applies to: United States Key Points: This policy applies to all Creators and the content they promote on Tik Tok Shop, including LIVEs, videos, images, and titles.
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 Tik Tok app.
Content This policy applies to all content uploaded, displayed, or promoted on Tik Tok Shop.
Affects: Creator, Seller, Listing, Video
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 Otherwise violates the Tik Tok Shop Content Policy or Tik Tok Community Guidelines Content that violates these requirements may be removed and/or result in enforcement action.
For more information, refer to our AI Generated Content Restrictions and Requirements.
Auctions All live bidding must be conducted using Tik Tok's Countdown Bidding Feature (a tool for conducting real-time auctions).
Any auctions or auction-related activities carried out without this feature are prohibited.
Misuse of the Countdown Bidding 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, Countdown Bidding, and Surprise Sets, please refer to the Gambling Policy.
Tik Tok Shop prohibits behaviors that undermine platform integrity, including potentially manipulative or deceptive activity.
Creators engaging in such behavior may, at Tik Tok Shop’s discretion, be removed from the auction feature.
Charitable Claims Creators are prohibited from promoting content that includes claims about donating proceeds to charitable causes, as Tik Tok 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 Tik Tok Shop.""Buy this product using the link below for the cheapest price you will find anywhere."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 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 Tik Tok 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 Tik Tok Shop, even when creators are not engaging viewers or offering a chance to win a prize.
Refer to the Tik Tok Shop Gambling Policy for more information.
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.
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 Tik Tok 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 Tik Tok Community Guidelines.
For specific product information, please refer to our Tik Tok Shop Prohibited Products Policy.
Tik Tok 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 Tik Tok 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 Tik Tok 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 Tik Tok 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 You can find further guidance in the Prohibited Content for Platform Safety article.
Unoriginal, Low-quality, and Irrelevant Content
Content Policy 07/01/2026 Applies to: United States Key Points: This policy applies to all Creators and the content they promote on Tik Tok Shop, including LIVEs, videos, images, and titles.
Violations may result in enforcement actions such as content removal, feature restrictions, violation points, or account restrictions.
Violations may result in enforcement actions such as content removal, feature restrictions, violation points, or account restrictions.
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.
