Content is considered misleading when the product promotion is inconsistent with the product’s actual features, functions, or effects. This may also include misrepresenting the actual size, material, origin, functionality, effects, etc. of the product for sale. Content is also considered misleading if it includes exaggerated claims that would lead the audience to believe the product for sale is at all different than what is supported by the product listing.
Promoting content that uses terms like ‘dupe,’ ‘fake,’ or ‘copy,’ etc. to describe a brand, or knowingly promoting counterfeit products in your content, is prohibited on TikTok Shop. For more information, refer to our TikTok Shop Intellectual Property Policy.
Exaggerated Claims
Content must not contain exaggerated claims about a product’s features, functions, or effects. The examples below are not exhaustive but are intended to show various scenarios of exaggerated claims:
- Promotion of unscientific product claims (for example, “this product will help you lose 10 pounds in 3 days.”)
- Promotion or depiction of medical misinformation (for example, “this product can cure heart disease, prevent wrinkles, contain anti-aging properties, etc.”)
- False claims that a product has won awards or possesses various certifications
- False claims that a product is affiliated with other products
- Exaggerating promotional prices or making unsupported price comparisons are not allowed. All price claims, including promotional prices, must be accurate.
- Exaggerated before and after pictures to demonstrate a product’s performance or effects on the human body (for example, body weight loss photos; acne, scar, or dark spot removal photos; etc.)
- Malicious comparisons that express negative feelings, negative behaviors, or disparaging descriptions of or towards another branded product, brand, e-commerce site, or competitor in order to promote the product (for example, describing another beauty brand as harmful and throwing their products into the trash)
Medical and Health Claims
Content containing medical claims is restricted. Medical claims include but are not limited to claims that a product can cure serious medical conditions that require testing, monitoring, and planned treatments supervised by experts.
The examples below are not exhaustive but are intended to show affiliate marketing various scenarios of misleading medical claims :
- This product can cure heart disease
- This product can prevent diabetes
- This product may reduce symptoms of cancer
Personal testimonials or experiences regarding medical benefits or outcomes for medical conditions requiring testing, monitoring, and expert-supervised treatment are not permitted and will not be considered.
Why should content not be misleading?
TikTok Shop aims to create a shopping environment that inspires confidence in our customers. When shopping online, customers rely on photographs, descriptions, and videos of products to confidently make purchases. Misleading content may negatively impact a customer’s buying experience.
As such, all sellers on TikTok Shop are expected to market their products truthfully and in accordance with ourTikTok Shop Content Policy.
Examples of Misleading Content
The examples below are not exhaustive but are intended to show various scenarios of misleading content.
Best practices when creating content
Creators who promote misleading content may be subject to enforcement actions in accordance with our TikTok Shop Creator Performance Evaluation Policy. To avoid enforcement action, here are some helpful suggestions when creating content:
- Accuracy: Ensure all product information (size, materials, origin, function, effects) is truthful and accurate.
- Honesty: Refrain from exaggerating or making false claims about a product’s capabilities, features, or the results it may generate.
- Substantiation: When mentioning awards, certifications, or affiliations, ensure claims are substantiated in the product listing.
- Respect Competitors: Avoid negative or denigrate comparisons with other brands or products.
- Personal Experience: Share your personal experience with products. Be clear about this, so users understand you are speaking about your own experience with a product.
