TikTok Shop US Reiterates Ban on Off-Platform Diversion
TikTok Shop US reiterated that live streams, videos, product descriptions, comments, and other promotional settings may not direct consumers to transact off-platform or share external-platform information.
What are the key facts?
- 1TikTok Shop US updated its Content Policy on October 6
- 2Directing consumers to complete transactions outside TikTok Shop is prohibited
- 3External website links and contact information may not be shared
- 4The policy applies to live streams, videos, product descriptions, and comments
What happened?
In its Content Policy updated on October 6, TikTok Shop US again clarified that creators and sellers may not use content to direct consumers to complete transactions outside TikTok Shop. The platform also prohibits sharing other website links, telephone numbers, social accounts, email addresses, QR codes, and other external-platform information in live streams, videos, or product promotion content. The policy covers promotional settings including live streams, videos, product descriptions, and comments, so it is not limited to live rooms but also applies to product content and interaction areas. Violations may result in content removal, restrictions on account functions, and effects on commissions or transactions; in serious cases, TikTok Shop may restrict or terminate related permissions. Cross-border sellers and creator teams that rely on private-domain conversions, independent websites, WhatsApp, or social media for traffic are particularly affected. Sellers need to review live-stream scripts, automated replies, account bios, promotional cards, and packaging promotional content to avoid off-platform transaction prompts or external contact information.
What does this mean for cross-border sellers?
The US site applies its off-platform diversion restrictions to live streams, videos, product descriptions, and comments. Sellers relying on independent websites, private-domain traffic, WhatsApp, or social media to complete transactions need to tighten content and communications across all touchpoints. Violations may lead to content removal, restricted account functions, and effects on commissions or transactions; serious cases may result in restricted or terminated TikTok Shop permissions.
What should sellers do now?
- 1Conduct a comprehensive review of scripts and published content for US-site live streams, videos, product descriptions, and comments; remove off-platform transaction prompts, external links, phone numbers, social accounts, email addresses, and QR codes, and create a compliance checklist by scenario.Listing character checker
- 2Immediately check US-site automated replies, account bios, and promotional cards; remove all independent-site, WhatsApp, and other external contact information, save before-and-after screenshots, and use “no external contact information” as the review standard.AI Customer Service
- 3Establish a pre-publication review process for creator teams covering live-stream scripts, video copy, product promotions, and comment replies; complete an on-platform transaction check before each item goes live and retain the review record.Creator Outreach