TikTok Shop Issues AI Content Compliance Guidance for Major Promotions
TikTok Shop emphasizes that livestreams and AI-generated content must not exaggerate product shape, size, material, quantity, or effects, and requires the relevant AI-content label to be enabled.
What are the key facts?
- 1Livestreams and AI content must not exaggerate product presentation
- 2AI-generated or substantially edited content requires a label
- 3Displayed results must match the product actually delivered
- 4Visual effects must not exaggerate size or quantity
What happened?
In its major-promotion operating guidance issued on September 29, 2026, TikTok Shop further emphasized that livestreams and AI-generated content must not exaggerate a product's shape, size, material, quantity, or usage effects. When merchants use AI-generated images or videos, or content that has been substantially edited, they should enable the relevant AI-content label and ensure that the displayed result matches the product actually delivered. The guidance gives several examples of improper presentation: a flat product must not be made to appear clearly three-dimensional, visual enlargement must not be used to exaggerate product size, and multi-item combinations must not be shown when they do not match the quantity actually shipped. The requirements affect advertising assets, influencer short videos, livestream scripts, and product detail pages for beauty, home, apparel, electronic accessories, and functional products. If consumers form incorrect expectations from AI visuals or livestream presentations, returns and refunds, negative reviews, and a higher seller-responsible after-sales rate may result, potentially affecting campaign eligibility and account health scores.
What does this mean for cross-border sellers?
TikTok Shop requires livestreams, AI-generated content, and substantially edited assets not to exaggerate product shape, size, material, quantity, or effects, and requires the relevant AI-content label. Cross-border merchants should align the physical product, samples, main images, videos, detail pages, and influencer assets to avoid returns and refunds, negative reviews, a higher seller-responsible after-sales rate, and impacts on campaign eligibility and account health scores.
What should sellers do now?
- 1Within this week, review AI images and videos for beauty, home, apparel, electronic accessories, and functional products, enabling the relevant AI-content label for each item; produce a list of labeled assets and remove any unlabeled files.AI Photo Tagging
- 2Spot-check major-promotion livestream scripts, influencer short videos, and product detail pages against the physical products for shape, size, material, quantity, and effects; complete an asset-to-SKU comparison table and immediately take down any exaggerated or quantity-inconsistent content.Listing Optimizer