TikTok Shop U.S. Updates Video and LIVE Requirements
TikTok Shop U.S. requires product videos and LIVE content to feature dynamic demonstrations, on-camera people, and interaction; excessive static content or replacing live explanations with AI or prerecorded audio may violate the rules.
What are the key facts?
- 1Videos and LIVE sessions must include dynamic demonstrations, people on camera, and interaction
- 2Static or animated content covering more than 50% of the screen may be non-compliant
- 3Using AI or prerecorded audio instead of live explanations may violate the rules
- 4Violations may lead to content removal and account restrictions
What happened?
TikTok Shop U.S. has recently updated its quality-content requirements for product promotion videos and LIVE. Product videos and LIVE sessions must include dynamic demonstrations, people appearing on camera, and interactive features, and must not rely mainly on static images or screenshots of product detail pages. During LIVE sessions, static or animated content covering more than 50% of the screen, or the use of AI or prerecorded audio instead of live explanations, may be deemed non-compliant. The rules apply to TikTok Shop sellers, creators, and affiliate creators. Violations may result in content removal, feature restrictions, violation points, account restrictions, or even an impact on shop operating privileges. For cross-border sellers, simply turning Amazon or standalone-site product images into short videos or using mass-produced materials without human narration carries increasing risk. Health, beauty, weight-loss, tobacco-alternative, and other regulated products must also comply with rules on product promotion, health claims, and restricted categories.
What does this mean for cross-border sellers?
TikTok Shop U.S. requires product videos and LIVE sessions to include dynamic demonstrations, people on camera, and interaction. Static or animated content covering more than 50% of the screen, or replacing live explanations with AI or prerecorded audio, may lead to content removal and account restrictions. Sellers, creators, and affiliate creators should recheck mass-produced materials, with particular attention to promotion and health claims for health, beauty, weight-loss, tobacco-alternative, and other regulated products.
What should sellers do now?
- 1This week, inventory the product videos currently used by TikTok Shop U.S. sellers, creators, and affiliate creators. Prioritize materials consisting only of product images, product-detail screenshots, or no human narration; create a remediation list and assign an owner to each item.Platform Policy
- 2Review U.S. LIVE replays one by one to confirm that static or animated content does not cover more than 50% of the screen, and record the on-camera presence, dynamic demonstrations, and interactive segments. Pause reuse of any LIVE with missing elements until it is revised.
- 3Review video and LIVE copy for health, beauty, weight-loss, tobacco-alternative, and other regulated products; remove non-compliant product promotions and health claims, and produce an approved-materials directory for pre-publication checks.