TikTok Shop U.S. Site Publishes Giveaways and Promotions Policy
TikTok Shop’s U.S. site clarified the conditions and restrictions for giveaways, sweepstakes, and purchase incentives.
What are the key facts?
- 1TikTok Shop published a giveaways and promotions policy
- 2No-purchase giveaways must be genuinely free
- 3Each giveaway item must be worth less than $500
What happened?
TikTok Shop published its Giveaways and Promotions Policy for the U.S. site on September 28, 2026. It applies to giveaways, sweepstakes, and purchase incentives conducted by sellers and creators on product detail pages, livestreams, and short videos. Giveaways with no purchase required must be genuinely free, and the value of each giveaway item must be less than $500. Post-purchase giveaways, buy-one-get-one offers, and similar promotions must be clearly explained on product pages and in promotional content. Cash, gift cards, and products valued at $500 or more may not be used as the relevant incentive. The policy covers livestream sweepstakes, comment sweepstakes, creator-promoted giveaways, bundle promotions, and buy-one-get-one offers. Sellers need to review livestream scripts, product titles, coupon settings, giveaway inventory, and campaign rules to avoid claims that a giveaway is free but requires a purchase, exaggerated giveaway values, or promises that cannot be fulfilled on the page. Otherwise, they may face content removal, order disputes, and account penalties.
What does this mean for cross-border sellers?
TikTok Shop’s U.S. site sets clear display and fulfillment requirements for giveaways, sweepstakes, and purchase incentives. A no-purchase giveaway must be genuinely free and each item must be worth less than $500. Unclear promises, insufficient inventory, or using cash or gift cards as incentives in livestreams, short videos, product pages, or creator content may lead to content removal, order disputes, and account penalties.
What should sellers do now?
- 1Check product pages for U.S. site livestream sweepstakes, comment sweepstakes, and creator giveaways, verify that purchase conditions, giveaway contents, and a per-item value below $500 are stated, and produce a list of pages requiring changes.Listing character checker
- 2For buy-one-get-one, post-purchase giveaways, and bundle promotions, check product titles, coupon settings, livestream scripts, and giveaway inventory item by item, create a rules-and-inventory matching table, and ensure that page promises can be fulfilled.Listing Optimizer