TikTok Shop Updates Livestream Policy, Bans Blind Box Inducements
TikTok Shop has updated its livestream policy, explicitly prohibiting the inducement of consumers to purchase through methods such as 'surprise blind boxes.' This move follows numerous complaints about the low value of blind box prizes, aiming to regulate the livestream shopping environment.
What are the key facts?
- 1Policy Change: Prohibits 'surprise blind boxes' in live streams
- 2Reason: Consumer complaints about prize value
- 3Impact: Increased compliance requirements for livestream commerce
What happened?
Recently, TikTok Shop introduced new regulations to address disorder in live streams, explicitly banning anchors from selling via 'surprise blind boxes.' Recent investigations revealed that most prizes in this type of blind box held minimal value, leading to consumer dissatisfaction; therefore, the platform decided to tighten regulations on livestream commerce. This policy implementation is expected to enhance compliance in livestream commerce and further increase consumer trust.
What does this mean for cross-border sellers?
Livestream sellers must conduct immediate self-assessments of their current marketing activities, cease the use of blind boxes and other promotional methods that may introduce compliance risks, and ensure that their livestream content is genuine and compliant to reduce potential legal risks.