TikTok Shop Releases Live and Short-Video Content Compliance Guide
TikTok Shop has released a U.S. marketplace content compliance guide requiring live streams and short videos to show products accurately and prohibiting exaggerated claims, false discounts, and violating visuals.
What are the key facts?
- 190-day linked-violation mechanism
- 2Exaggerated or embellished benefit claims prohibited
- 3Products must match the content shown
What does this mean for cross-border sellers?
TikTok Shop content review is shifting from single-video compliance to continuous record management across accounts, creators, and shops. Changing only the title while leaving the script, visuals, and discount disclosures unchanged can still trigger linked penalties. Highest-priority action: Review live-stream scripts, product demonstrations, and promotion terms one by one this week, and establish a pre-publication record-keeping process.