TikTok Shop sellers and creators who advertise sale prices, crossed-out prices, "was/now" pricing, or "compare at" pricing based on the seller's own former prices.
This rule governs "former price comparisons" — when a seller advertises a discount by referencing a higher price the item supposedly used to cost. The FTC requires that any "original," "was," or "compare at" price shown must be a real price at which the item was genuinely and actively offered to the public for a meaningful period of time. If a seller artificially inflates a price just to later "slash" it and make the discount look bigger, that is considered a fictitious bargain and is deceptive under federal law.
Requirements
The "original" or "former" price shown (e.g., a crossed-out price) must be a real price at which the item was openly and actively offered for sale for a reasonably substantial period of time in the recent past.
Do NOT inflate a price temporarily just to create a bigger-looking discount — this is explicitly called out as deceptive (e.g., listing a pen at $10 for a few days just to "cut" it to the real $7.50 price and call it a bargain).
If the item never actually sold at the former price, be careful: you can still reference it as an asking price, but avoid language like "formerly sold at $___" unless real sales at that price were actually made.
Do not use a former price that is outdated, was never publicly offered, or was only briefly listed and immediately reduced.
Why it matters
Violating this rule exposes sellers and creators to FTC enforcement action for deceptive advertising, which can include civil penalties, required corrective advertising, and reputational damage.
TikTok Shop sellers and creators who advertise their price as lower than competitors' prices, or who use "comparable value," "retail value," or "price elsewhere" claims in listings, videos, or promotional content.
This rule governs how sellers and creators can advertise prices by comparing their price to what "others charge" or to a "comparable value." Any higher reference price you show — whether it's a competitor's price or the price of a similar product — must reflect what real, representative stores in your market are actually charging. You can't cherry-pick a handful of obscure retailers charging a high price to make your discount look bigger than it really is.
Requirements
Any "Price Elsewhere," "Retail Value," or "Comparable Value" figure you display must reflect what a substantial number of principal retailers in your market are actually charging — not just a few obscure or fringe outlets.
If you're comparing to a similar (but not identical) product, that comparable item must be genuinely similar in quality and must actually be available at the stated price from representative stores in your area.
Do not use a high reference price that only a small number of minor retailers charge while most major retailers sell the item at or near your own price — that makes the "discount" fictitious and deceptive.
The reference price must represent a prevailing market price, not an isolated or unrepresentative one.
Why it matters
Advertising a fictitious or inflated reference price to exaggerate a discount is a deceptive practice under FTC rules, which can expose sellers and creators to FTC enforcement action, including investigations, cease-and-desist orders, and civil penalties.
Who this applies to
TikTok Shop sellers, creators, and affiliate marketers who advertise sale prices, crossed-out prices, "compare at" prices, or discount claims based on a manufacturer's suggested retail price (MSRP) or list price.
This rule governs when sellers and creators can advertise a discount or price reduction against a manufacturer's suggested retail price (MSRP) or list price. The FTC says that if a product is rarely or never actually sold at the MSRP you're referencing, then advertising a "discount" from that price is deceptive — because shoppers believe they're getting a real bargain when they're not. A reference price (like a crossed-out MSRP or "compare at" price) is only legitimate if a substantial number of real sales actually happen at that price in the relevant market.
Requirements
Do not cross out or reference an MSRP/ list price as a "was" or "compare at" price unless a substantial number of real sales actually occur at that price — not just isolated or token sales.
If the list price you're referencing is significantly higher than what most retailers in your market actually charge, you cannot use it as a legitimate reference price for a discount claim.
Retailers have a responsibility to verify local market prices before advertising a reduction from a manufacturer's list price — claiming ignorance is not a defense.
This applies regardless of how the reference price is displayed — in a TikTok video, a Shop listing, a price tag, or promotional content.
Why it matters
Advertising a discount from an inflated or fictitious MSRP that doesn't reflect real market prices is considered a deceptive pricing practice under FTC rules, which can result in FTC enforcement action, fines, and required corrective advertising.
Who this applies to
TikTok Shop sellers and creators who advertise BOGO deals, bundle discounts, "free item with purchase," "2-for-1," "half price," "1¢ sale," "50% off," or any conditional bargain offer where a customer must buy one item to receive another at a discount or for free.
This rule covers "buy one, get one free," "2-for-1," "half price," "1¢ sale," "50% off," and similar bundle or conditional discount offers. The FTC recognizes that these deals aren't truly "free" — the customer must buy something first — so sellers must be careful not to manipulate the offer in ways that deceive buyers. The rule requires that all terms and conditions of such offers are disclosed clearly and upfront.
Requirements
Do NOT secretly raise the regular price of the required item to fund the "free" or discounted second item — the price of the purchased item must stay at its normal level.
Do NOT quietly reduce the quantity or quality of the required item as a hidden condition of the deal.
Do NOT attach hidden strings or extra conditions beyond the basic purchase requirement.
Disclose ALL terms and conditions of the offer clearly and at the outset — before the customer commits to the deal.
Why it matters
Sellers and creators who inflate the base item's price, downgrade its quality, or bury deal conditions can be found in violation of FTC deceptive advertising rules, exposing them to FTC enforcement action, fines, and required corrective advertising.
TikTok Shop sellers and creators who advertise prices using terms like "wholesale," "factory price," "advance sale," "limited offer," or who sell imperfect/irregular goods with a higher reference price.
This FTC rule covers a broad range of pricing claims beyond the most common sale-price tactics. It requires that any bargain or discount claim — whether it's a "wholesale price," "factory price," advance sale, or limited-time offer — must be completely genuine and truthful. If the deal isn't real, the claim is deceptive.
Requirements
Do NOT label a price as "wholesale" or "factory price" unless it genuinely reflects what direct wholesale or factory buyers actually pay.
Do NOT promote an "advance sale" price unless you sincerely intend to raise the price later — don't fake urgency.
Do NOT advertise a "limited" offer (limited time, limited stock) if the offer is not actually limited.
If selling seconds, imperfect, or irregular items at a discount, you MUST clearly disclose that the higher reference/compare-at price applies only to the perfect version of the product.
Why it matters
Violating these rules can expose sellers and creators to FTC enforcement action, including investigations, fines, and orders to stop deceptive advertising practices.
Sellers and marketers making environmental or sustainability claims about products in any category (e.g., "eco-friendly," "biodegradable," "carbon-neutral," "made from recycled materials")
The Green Guides (16 CFR Part 260) are FTC regulations that set standards for how companies can make environmental marketing claims about their products. These rules require that any "green" or eco-friendly claims you make must be truthful, substantiated, and not misleading to consumers.
Requirements
Environmental claims must be truthful and supported by reliable evidence
Avoid vague or misleading terms without clear qualification
Specify what aspect of the product is eco-friendly (e.g., packaging vs. the product itself)
Disclaim or qualify claims if they don't apply to the entire product lifecycle
Why it matters
Violating these rules can result in FTC enforcement action, product delisting, fines, or reputational damage; consumers and regulators scrutinize green claims closely on social platforms and marketplaces.
TikTok Shop sellers must price their products fairly and honestly. You cannot use misleading pricing tactics, charge significantly more than similar products on the market, or take advantage of emergencies or high-demand periods with inflated prices.
Requirements
Do not use misleading pricing (e.g., listing one variation at a very low price while others are much higher)
Do not overcharge compared to market prices for similar products
Do not engage in price gouging during emergencies or periods of high demand
Follow requirements in the Product Listing Policy as well
Why it matters
Violations can result in listing removal, account suspension, or legal action, and damage customer trust in your shop.
TikTok Shop sellers must set prices honestly and competitively. You cannot use bait-and-switch tactics by showing a low price for one product variant while hiding much higher prices for other options, and you cannot charge significantly more than comparable products on the market.
Requirements
Do not use misleading pricing (e.g., low price for one color/style when other variants cost much more)
Do not overcharge—prices must be competitive with comparable market offerings
Shipping fees are part of the overall product cost and factor into pricing assessment
Comply with the Product Listing Policy in addition to this Fair Pricing Policy
Why it matters
Violating fair pricing rules can result in listing suspension or removal, damaging your seller reputation and sales.
All TikTok Shop sellers listing products with pricing
You cannot manipulate your product listing price to mislead customers. This means you must price your products honestly, avoid frequent price swings, and ensure any discounts or original prices you display are genuine and actually reflect what customers have paid or could pay.
Requirements
Do not list different product types together just to show an artificially low starting price
Do not change prices repeatedly over short periods to avoid establishing a stable selling price
Do not display fake reference prices or discounts that don't reflect a real established price
Do not artificially inflate the original price to make a discount look bigger than it actually is
Why it matters
Violating these pricing rules can result in listing removal, account penalties, or loss of customer trust and sales.
You cannot price products abnormally low compared to similar items in the same category. Your pricing must be reasonable, match the product's actual specifications and bundle contents, and reflect a genuine market value.
Requirements
List products in the correct category
Price must reflect the product's actual specifications and bundle configuration
Prices must be reasonably aligned with comparable listings in the same category
Do not use artificially low starting prices created by mixing different product types
Why it matters
Abnormally low pricing can result in listing suppression or removal, and damages trust with buyers who expect fair market prices.
All TikTok Shop sellers offering physical products
You cannot charge shipping fees that are excessively high or unusual compared to the product price. You can offer free shipping, but you cannot hide a high total cost by combining free shipping with an inflated product price to trick buyers.
Requirements
Shipping fees cannot exceed or come close to the product price
Do not use "free shipping" as cover for an artificially inflated product price
Avoid unconventional or deceptive shipping cost structures
Shipping costs must be genuinely reasonable relative to the item being sold
Why it matters
Violating this rule can result in listing removal, account suspension, or loss of seller privileges, plus damage to buyer trust.
TikTok Shop sets maximum limits on shipping fees based on carrier rates and reasonable handling costs. If your shipping fees exceed these limits, you'll get a 7-day warning to adjust them, or your products may be deactivated. You cannot use inflated shipping fees or combine free shipping with inflated product prices to mislead buyers.
Requirements
Shipping fees must stay within TikTok Shop's allowed range based on carrier rates and handling costs
Shipping fees cannot exceed the product price (e.g., no $19.99 shipping on a $4.99 item)
Free shipping combined with inflated product prices to deceive buyers is prohibited
Excessive fees trigger a 7-day warning; failure to adjust results in warehouse product deactivation
Why it matters
Violating shipping fee limits will result in a 7-day warning followed by automatic deactivation of all products in your warehouse, directly impacting your ability to sell.
All TikTok Shop sellers who set shipping fees for product listings
TikTok Shop sets maximum shipping fees you can charge, based on real carrier rates, handling costs, and what customers reasonably expect to pay. You cannot save shipping templates if your fees exceed TikTok's allowed range, and TikTok provides recommended rates to help you set competitive prices.
Requirements
Shipping fees must stay within TikTok's allowed range
Cannot save shipping templates that exceed the range
Should use flat-rate shipping aligned with customer expectations
Recommended rates in templates show the optimal pricing range
Why it matters
Violating shipping fee limits can result in point deductions to your Account Health Rating, product listing removal, loss of selling privileges, or customer refunds.
TikTok Shop sellers using strike-through pricing to display product discounts
Strike-through pricing shows a discounted price next to a higher reference price to highlight savings and encourage purchases. TikTok validates these prices against verified sources like Retail Price or List Price to prevent misleading discounts. If your prices don't match market value or sales history, TikTok may remove the strike-through display.
Requirements
List Price and Retail Price must be accurate and reflect true market value
TikTok verifies strike-through prices against Retail Price,
List Price, or other verified sources
Misleading or inaccurate prices will result in strike-through pricing removal
New products may not show strike-through pricing until sales data aligns with verified prices
Shopify sellers can sync compare-at and sales prices via TikTok for Shopify integration
Why it matters
Accurate strike-through pricing builds customer trust and drives conversions, but misleading discounts will get your promotion removed and harm your credibility.
All TikTok Shop sellers who use strike-through pricing to display discounts on their products
Strike-through pricing displays your discounted price alongside a higher reference price to highlight savings to customers. TikTok verifies your list price or retail price against its own data and other retailers to prevent inflated discount claims. If your listed prices don't match your product's actual market value or sales history, TikTok may remove the strike-through display.
Requirements
Your retail price and list price must accurately reflect the product's true market value and historical selling price
TikTok verifies prices using its own data and competitor pricing to validate discounts
Strike-through pricing will not display if prices appear misleading or unverified, especially for new products without sales history
Shopify sellers can sync compare-at and sales prices through the TikTok for Shopify integration (available to select sellers starting 02/20)
Why it matters
Accurate pricing is required to maintain strike-through display and build customer trust; misleading prices can result in the removal of your discount display and damage your seller credibility.
TikTok Shop sellers and creators promoting products with discounts or promotional prices in videos and LIVE sessions
You must show accurate prices in your promotional videos that match your product listing, disclose all promotion terms clearly (duration, conditions, limits), and remove or update content once a sale or discount expires. Misleading or exaggerated discounts, fake deals, and outdated promotional claims are not allowed.
Requirements
Promotional or discounted price in video must exactly match the product detail page price
Clearly state promotion duration, conditions, and any time limits or quantity limits
Remove or update videos immediately when a promotion ends or expires
Do not use unsupported price comparisons or claim time-sensitive deals (like "ends today") that aren't accurate
Why it matters
Misleading discount content can get your videos removed or account suspended, and damages customer trust which impacts your long-term sales and reputation.
