Marketers and sellers promoting products for mole removal, wart removal, anti-aging, or weight loss
The FTC took enforcement action against marketers who made unsubstantiated claims that their products could remove moles and warts, reduce weight, or reverse aging. This settlement requires companies to have solid scientific evidence before claiming their products deliver these types of health or appearance-changing results.
Requirements
Claims that products remove moles, warts, reduce weight, or reverse aging must be backed by reliable scientific evidence
Marketers cannot use testimonials or before/after photos without substantiation
Deceptive advertising claims about health and cosmetic benefits are prohibited
All marketing claims must be truthful and not misleading
Why it matters
Unsubstantiated product claims can result in FTC enforcement action, settlements, fines, and removal of listings from sales platforms.
Sellers and marketers promoting anti-aging products, mole removal products, wart removal products, or weight loss products
This FTC enforcement action against DERMAdoctor shows that companies cannot make "clinically proven" claims about anti-aging, mole removal, wart removal, or weight loss products without solid scientific evidence to back them up. The settlement requires marketers to have reliable, competent evidence before making these kinds of health and beauty claims.
Requirements
Do not claim products are "clinically proven" without scientific evidence
Health and beauty claims (anti-aging, mole/wart removal, weight loss) must be supported by reliable, competent evidence
Avoid making unsubstantiated efficacy claims in advertising
Why it matters
The FTC actively enforces against deceptive health and beauty claims; violations can result in settlements, fines, and requirement to stop selling the product or reformulate advertising.
Fashion retailers and e-commerce sellers using customer reviews in their marketing
The FTC took enforcement action against Fashion Nova for using fake or misleading customer reviews to deceive consumers about product quality and popularity. The company was required to issue refunds to affected consumers as part of the settlement.
Requirements
Do not post fake, misleading, or inauthentic customer reviews
Do not misrepresent the authenticity or source of reviews
Reviews must reflect genuine customer experiences
Risk of FTC enforcement action and consumer refunds if deceptive practices are found
Why it matters
Posting fake or misleading reviews can result in FTC enforcement, fines, and mandatory refunds to consumers—directly harming your business financially and damaging your reputation.
Online retailers and sellers using customer reviews to promote products, particularly in fashion and apparel
This is an FTC enforcement action against Fashion Nova for deceiving consumers with fake or manipulated product reviews. The company was ordered to refund affected customers and stop using deceptive review practices.
Requirements
Do not post, publish, or promote fake, fraudulent, or manipulated customer reviews
Do not incentivize customers to leave positive reviews without clear disclosure
Cosmetics and anti-aging skincare sellers and creators making efficacy or performance claims
The FTC settled charges against L'Oréal USA for making false and misleading claims that their anti-aging cosmetics were "clinically proven" to work. This case establishes that cosmetics companies cannot make efficacy claims without solid scientific evidence to back them up.
Requirements
Do not claim products are "clinically proven" or similar without robust clinical studies supporting the claim
Substantiate any efficacy claims (e.g., wrinkle reduction, skin firming) with credible scientific evidence before advertising
Avoid exaggerated or unsubstantiated performance claims in product descriptions and marketing content
Why it matters
Making unsubstantiated efficacy claims can result in FTC enforcement action, product delisting, and penalties; compliance protects your business and builds consumer trust.
Companies and sellers making anti-aging claims for cosmetics and skincare products
The FTC took legal action against L'Oréal USA for making false advertising claims that their anti-aging cosmetics were "clinically proven" when adequate scientific evidence did not support those claims. This case established that companies cannot use clinical proof claims without substantiation.
Requirements
Do not claim products are "clinically proven" without reliable, adequate scientific evidence to back up the claim
All efficacy claims must be truthfully substantiated before advertising
Marketing claims must not mislead consumers about the level of proof or testing behind the product
Why it matters
Using unsubstantiated "clinically proven" claims exposes you to FTC enforcement action, fines, and forced removal of misleading listings.
Creators posting promotional content about beauty and skincare products on TikTok
TikTok requires beauty and skincare creators to make accurate product claims that match the product listing page and avoid exaggeration, edited filters that fake results, and medical claims. You can only use disclaimers when showing before-and-after comparisons or discussing result timelines—not to cover up false claims. Focus on authentic personal experience and visible product application in your videos.
Requirements
Product claims must match the product listing page and packaging
Disclaimers allowed only for before-and-after results or result timelines; not permitted for medical claims
Do not use beauty filters that exaggerate product effects or demonstrate on intimate body parts
Avoid claims that skincare can cure/prevent medical conditions (eczema, depression, ADHD)
Why it matters
Violating these rules risks content removal, account suspension, and loss of viewer trust; TikTok actively enforces accuracy standards in beauty content.
Creators producing content about beauty and skincare products on TikTok
When promoting beauty and skincare products, your claims must be truthful and based on what the product actually does. You can only use disclaimers in two specific cases: when showing before-and-after results or explaining how long results typically take. Do not use beauty filters during editing, as this can mislead viewers about the product's actual effects.
Requirements
Keep all product claims accurate and grounded in the actual product
Use disclaimers only when showing before-and-after results or stating how long results may take
Do not use disclaimers in any other context
Avoid using beauty filters in video editing
Why it matters
Misleading beauty and skincare claims can damage consumer trust, trigger platform enforcement action, and expose you to legal liability for false advertising.
Creators posting beauty and skincare product content on TikTok across all regions
You must create beauty and skincare content that is authentic and accurate, showing real product use and packaging clearly. Claims in your videos must match what's stated on the product listing and packaging, and you can only use disclaimers when showing before-and-after results or mentioning how long results take.
Requirements
Do not promote prescription products, supervised treatments, cannabis, tretinoin, or skin-whitening claims
Do not use beauty filters that exaggerate product effects
Avoid graphic close-ups of procedures or demonstrating application on intimate body parts
Base all claims on personal experience or credible evidence, not exaggeration or unsubstantiated medical claims
Why it matters
Violating these guidelines can result in your content being removed and may damage your credibility with viewers; non-compliance with prohibited product categories and misleading claims carries enforcement risk.
Creators and sellers promoting beauty and skincare products on TikTok Shop
When creating beauty and skincare content, you must keep all claims truthful and tied to actual product facts. You can only use disclaimers (like "results may vary") in two specific cases: when showing before-and-after comparisons or explaining how long results take. Otherwise, avoid disclaimers entirely and just stick to what's accurate.
Requirements
Keep all product claims accurate and based on actual product information
Use approved disclaimers only when showing before-and-after results or mentioning result timelines
Do not use disclaimers in any other context
Avoid promoting prescription-only or medically supervised products
Do not show graphic close-ups of procedures or demonstrate application on intimate body parts
Why it matters
Violating these rules can result in content removal or account penalties, and inaccurate claims damage trust and may expose you to regulatory action.
Creators promoting beauty and skincare products on TikTok Shop and beauty-related content
This rule prohibits creators from promoting or demonstrating certain beauty and skincare products, procedures, and content types on TikTok. You cannot create content featuring tretinoin, cannabis-based products, medical devices, extraction procedures, or applications on intimate body parts, and you must avoid making unsubstantiated claims about dramatic before-and-after results.
Requirements
Do not promote products containing Tretinoin or Cannabis ingredients
Do not feature corrective/modificative medical devices or medical treatment devices
Do not demonstrate pimple/blackhead extraction, earwax removal, skin-peeling, waxing, or blood extraction
Do not apply products to intimate body parts in content
Do not use beauty filters while claiming they show real product results
Why it matters
Violating these restrictions can result in content removal, account suspension, or seller restrictions on TikTok Shop; these rules protect users from misleading health claims and regulated medical products.
Who this applies to
Creators and sellers promoting beauty and skincare products on TikTok
When creating beauty and skincare content, your claims must match what's actually listed on the product page, and you must show the product authentically without misleading filters or exaggerated effects. You cannot promote prescription products, certain restricted substances, or graphic applications to sensitive areas.
Requirements
Claims in videos must match the product listing page
Do not use beauty filters that exaggerate product effects
Do not promote prescription products, cannabis, tretinoin, or products with whitening claims
Avoid graphic close-ups or product application to intimate areas
Why it matters
Violating these rules can result in content removal, account suspension, or inability to sell beauty products on TikTok Shop.
