TikTok Shop US Updates Brand Authorization Requirements
TikTok Shop US requires some products bearing trademarks or brand identifiers to obtain Brand Authorization before listing.
What are the key facts?
- 1Some branded products require Brand Authorization before listing
- 2Trademark owners and authorized sellers may apply
- 3Sellers must submit brand relationship or authorization evidence
- 4Unauthorized products may be removed and trigger penalties
What happened?
TikTok Shop US has recently updated its brand authorization requirements. For certain products containing registered trademarks or brand identifiers, sellers must apply for Brand Authorization through the Qualification Center before listing. Eligible applicants include trademark owners and authorized sellers. Applications must include brand relationship information, an authorization chain, or other supporting documents. The platform specifically states that Brand Authorization is different from Originality Protection: the former addresses whether a seller has the right to sell products from a particular brand, while the latter mainly concerns product images and content assets. The change affects cross-border brand sellers, distributors, parallel importers, white-label sellers transitioning to branded products, and shops using others’ trademark keywords. Unauthorized products may be removed and, in serious cases, the shop may be penalized. Sellers should ensure that purchase contracts, brand authorization letters, invoices, and import documentation correspond with one another, rather than relying only on a supplier’s verbal assurance when selling trademarked products.
What does this mean for cross-border sellers?
TikTok Shop US requires some products bearing registered trademarks or brand identifiers to obtain Brand Authorization before listing. Brand sellers, distributors, and shops using others’ trademark keywords may be affected. Unauthorized products may be removed and serious cases may result in shop penalties, so the authorization chain must be verified before listing.
What should sellers do now?
- 1This week, screen all US-store products bearing registered trademarks or brand identifiers. Create a list by brand and shop, identify the trademark owner, authorized seller, and current authorization status, and produce a list of applications required.Listing character checker
- 2For each branded product pending listing, organize the purchase contract, brand authorization letter, invoice, and import chain. Verify that the brand relationship is consistent item by item, and complete evidence files archived by brand and mutually cross-referenced.
- 3Use the Qualification Center to check the Brand Authorization application status for relevant products. Distinguish Brand Authorization from Originality Protection, and retain application receipts and authorization evidence before publishing products.Listing Optimizer