TikTok Shop Southeast Asia Bans Live-Stream Mystery-Box Sales
TikTok Shop’s Southeast Asian sites recently announced a ban on “mystery-box-style” card unboxing and other random-draw promotions in livestreams. The platform said such activities may be deemed gambling-related, with violators subject to severe penalties.
What are the key facts?
- 1Ban scope: Southeast Asian sites
- 2Prohibited activity: livestream mystery-box card unboxing and random formats
- 3Penalty risk: classification as gambling-related
What happened?
To maintain platform compliance, TikTok Shop has prohibited livestreams in Southeast Asian markets from conducting random-sales activities such as mystery-box card unboxing. These formats can easily cross the gambling-related legal boundaries in local jurisdictions, and the platform will suspend or penalize violations. Sellers should follow platform compliance requirements when conducting livestream marketing to protect their reputations and sales rights.
What does this mean for cross-border sellers?
Sellers operating in Southeast Asia should immediately stop these marketing activities and adjust their livestream strategies to avoid account suspensions or store restrictions caused by compliance violations.