TikTok Shop US Tightens Giveaway and Promotion Registration Requirements
TikTok Shop US requires no-purchase sweepstakes giveaways to be free and worth no more than $500 per item, while purchase-based promotions must clearly disclose their terms.
What are the key facts?
- 1The policy applies to both sellers and creators
- 2Each no-purchase sweepstakes giveaway may not be worth more than $500
- 3Giveaways with purchase and BOGO promotions must clearly state their terms
- 4Promotions not registered through Seller Center may be non-compliant
What happened?
TikTok Shop US published the Giveaways and Promotions Policy on October 30, tightening registration requirements for giveaways, buy-one-get-one offers and other promotions. The rules apply to promotional activities by both sellers and creators on product detail pages, livestreams and short videos. No-purchase sweepstakes giveaways must be free, and each item may not be worth more than $500. Purchase-based incentives such as buy-one-get-one offers must clearly state the terms on the product page and promotion page. Giveaways may not be cash or gift cards and may not offer products worth $500 or more. Promotions not registered or configured through Seller Center may be deemed non-compliant. The policy affects tactics such as buy-one-get-one livestream offers, gifts with purchase, comment-based sweepstakes and creator spoken promises, involving sellers of beauty products, apparel, food, 3C accessories and holiday gifts. The source requires sellers to ensure that the giveaway quantity, value and applicable conditions are exactly consistent across livestream scripts, product pages and backend promotion tools.
What does this mean for cross-border sellers?
US buy-one-get-one offers, gifts with purchase, comment sweepstakes and creator-spoken promotions must match the product page and backend configuration. Promotions not registered or configured through Seller Center, or with unclear giveaway values or eligibility conditions, may create promotion-compliance risks.
What should sellers do now?
- 1This week, review all US products and promotion pages containing buy-one-get-one offers, gifts with purchase or BOGO. Check the giveaway quantity, value, eligibility conditions and Seller Center registration item by item, and produce a verified Listing checklist.Listing character checker
- 2This week, review US livestream scripts, short-video spoken content and creator-partner messaging. Mark sweepstakes, giveaways and BOGO promises, confirm that sweepstakes giveaways are free and no more than $500 per item, and retain the revised scripts.Creator Outreach