Tiktok Shop Academy

TikTok Shop EU Content Policy

18/06/2026

Applies to:Austria,Belgium,Czech Republic,Germany,Spain,France,Greece,Hungary,Ireland,Italy,Netherlands,Poland,Portugal
For Creator

  1. Overview

  1. Definitions

Defined terms in this Policy have the following meaning:
  • Creator refers to a TikTok user who creates and promotes E-commerce Content on TikTok.
  • Seller refers to a third-party trader on TikTok Shop.
  • E-commerce Content refers to the creation of promotional images, videos, or other content, (including via short video, live streaming, shoppable photos, or recorded content) to promote Sellers’ TikTok Shop product listings on the TikTok platform in the EU. This includes the product detail page on TikTok Shop, including the price of the product listing.

  1. Product Detail Page Requirements

  • Sellers must comply with our terms and policies, including but not limited to the TikTok Shop EU Restricted Products Policy, the TikTok Shop EU Prohibited Products Policy and the TikTok Shop EU Intellectual Property Policy when listings products on TikTok Shop.
  • Sellers must ensure that:
    • the E-commerce Content complies with applicable laws and regulations, and our terms and policies;
    • they clearly indicate any restrictions on returns, where applicable and to the extent permitted by applicable laws and regulations, our terms and policies
    • Product detail pages include any legally required product information or disclosure(s)
    • E-commerce Content is in the official local language(s) of the relevant country or countries;
    • they do not upload duplicate product listings.
  • The information on the product detail page should not contain:
    • references to "TikTok" or "TikTok Shop" (without TikTok Shop's prior written authorisation), other e-commerce platforms, or third party websites;
    • marketing or promotional content, or any other content that does not describe the product listing; or
    • text in capital letters, or text substituted with special characters, numbers or alternate typefaces.

  1. Prohibited Content

  • E-commerce Content that contains or promotes any behaviour or product that violates our TikTok Shop EU Policies, the TikTok Shop EU Creator Terms of Use (if applicable), the TikTok Shop EU Seller Terms of Service (if applicable), the TikTok Shop Seller Terms of Sale (if applicable), the TikTok Shop EU Terms of Use, the TikTok Terms of Service, and the TikTok Community Guidelines, as well as any applicable laws and regulations is prohibited.
  • Section 4 contains a non-exhaustive list of types of E-commerce Content that are prohibited on TikTok Shop.

4.1 Illegal Activity

  • TikTok Shop prohibits all E-commerce Content containing or promoting illegal activities, such as:
    • Phishing;
    • Ponzi, multi-level marketing, or pyramid schemes;
    • Investment schemes that promise high returns;
    • Fixed betting, or any other types of scams;
    • Human exploitation, including human smuggling, bonded labor, domestic servitude, sex trafficking, or prostitution;
    • Vandalism or damage to property;
    • Poaching, illegal trade of wildlife, or animal abuse;
    • Purchase, sale, trade, or solicitation of unlawfully acquired goods, or counterfeit goods; and
    • E-commerce Content containing viruses, malware, spyware, trojan, phishing, or other malicious code that could breach or circumvent TikTok's platform security measures.

4.2 Gambling and Gamification

  • You must not share E-commerce Content relating to gambling (including but not limited to gambling-related products, services, and paraphernalia), or E-commerce Content that could be perceived as advertising for casinos, sports-betting, or any other commercial gambling activity.
  • Conducting or promoting gamification in E-commerce Content is strictly prohibited. Gamification typically occurs when elements of gameplay or chance are used for user engagement technique, regardless of whether a user pays to participate. This includes but is not limited to lucky spins; lucky wheels; lucky scoops; lucky draws; and numbering concealed items for random selection, so users do not know what they will receive.

4.3 Prohibited Products

  • Products showcased in E-commerce Content must comply with all applicable laws, regulations, TikTok Shop EU Policies (in particular the TikTok Shop EU Prohibited Products Policy), and TikTok Community Guidelines.

4.4 Infringement of Intellectual Property Rights

  • Sellers must comply with the TikTok Shop EU Intellectual Property Policy.
  • You must not share E-commerce Content that infringes the intellectual property or personal rights of others, such as E-commerce Content that:
    • uses brands or logos for commercial gain (unless you have the rightsholder's express permission);
    • uses images and names of people (for commercial purposes) without the express permission from the featured individual themselves. This includes product endorsements, merchandise, and the use of celebrity images or collections; and
    • promotes products that are considered copies, "dupes", "fakes", or "knock-offs" of a branded product, or products "inspired by" a specific brand, or using similar wording indicating they are not the original product.

4.5 Minor Safety

  • E-commerce Content must not target, or be directed at minors.
  • You must not share E-commerce Content that:
influences minors to persuade their parents or guardians to buy products or services; and/or
may negatively impact minors.
  • TikTok Shop strictly prohibits minors from promoting products in E-commerce Content.
  • It is strictly forbidden to include any nudity or sexually suggestive E-commerce Content involving minors, such as modelling swimwear and undergarments in E-commerce Content.

4.6 Agressive Commercial Practices

  • You must not create E-commerce Content that:
    • uses threatening or offensive language to pressure the customer into making a purchase; or
    • attempts to influence customers using moral pressure.

4.7 Sensational or Shocking Content

  • You must not publish or distribute sensational or shocking E-commerce Content that may cause distress to users, such as:
    • E-commerce Content that displays violence committed against humans or animals;
    • E-commerce Content that includes violent or offensive language or insulting actions;
    • E-commerce Content likely to shock, scare or disgust viewers, including depictions of mutilation, corpses, blood, bodily fluids, bodily treatments, organs, secretions, or scenes of animals eating other live animals;
    • E-commerce Content that displays distasteful imagery that may cause an uncomfortable user experience;
    • E-commerce Content that displays crime, violence or anti-social behaviour, cruelty;
    • E-commerce Content that displays behaviour that could harm the environment;
    • E-commerce Content that is defamatory or unfairly portrays or refers to anyone in an adverse or offensive way (without their consent);
    • E-commerce Content that displays suicide or self-harm;
    • E-commerce Content that displays dangerous activities and challenges; or
    • Discriminatory and other offensive E-commerce Content, including promoting discrimination against people based on their personal characteristics, such as race (including racially derogatory language), ethnicity, skin color, citizenship, immigration status, religion, age, sex, sexual orientation, gender identity, family status, marital status, disability, or medical or genetic conditions.

4.8 Sexually Suggestive Content

  • You must not publish or upload E-commerce Content that is sexual in nature, such as:
    • promoting products with sexual enhancement and/or stimulation claims;
    • images of a sexual nature or nudity; and
    • including language, text, images or graphics that depict or suggest sexual arousal, sexual stimulation, or sexual fetishes.

4.9 Misleading, False, or Exaggerated Claims

  • All E-commerce Content should be complete, clear, accurate and consistent with the relevant product.
  • Claims made in E-commerce Content must be genuine, accurate, and verifiable. You must be able to substantiate claims made in your E-commerce Content with evidence, to comply with applicable laws and regulations.
  • You must not mislead customers about the price of a product or discount available.
  • You must not mislead customers in E-commerce Content in any way, including by leaving out or hiding any information or providing unclear information that might impact the buying decision of a customer.
  • E-commerce Content must not include any incorrect or exaggerated information about the Seller or the product (this includes in the product images and the use of brand names), its price, performance, characteristics, model, or related services such as delivery, any warranty, returns or customer service.
  • You must not include any comparisons of the product with another product, whether the other product is listed on TikTok Shop or elsewhere, in E-commerce Content.
  • You must not include any links or references to alternative ordering information in E-commerce Content. This includes, but is not limited to, links to other e-commerce websites, apps , phone numbers, social media handles, email addresses, QR codes, or any "calls to action" that encourage customers to leave TikTok Shop to order the product.
  • You must not suggest or imply that a product has won awards or possesses various certifications, or that it is affiliated with other products, when this is not true.
  • You must always ensure the commercial nature of your E-commerce Content is obviously identifiable as such.
  • You must not promise financial rewards to customers, such as falsely promising product giveaways, rewards, prizes, and free gifts.
  • E-commerce Content must not give the impression you are acting as a customer of the products or services you are advertising or selling.
  • Claims made in E-commerce Content need to be genuine and verifiable. You need to be able to substantiate claims made in your E-commerce Content with evidence, to comply with applicable laws and regulations.
  • Sellers must not undertake any other commercial practice which is in all circumstances considered unfair under applicable laws and regulations.

4.9.1 Misleading Pricing Practices

  • Sellers and Creators must not circumvent or abuse the TikTok Shop platform systems, terms, policies or guidelines by using click-bait tactics.
  • Sellers must comply with applicable laws and regulations when displaying any prices of their products to customers, including:
    • specify the total price for each product, inclusive of any applicable tax(es), and discounts; and
    • clearly specify the delivery cost for an order.
  • All price claims, including any type of promotion and/or saving claims, must be genuine, accurate and compliant with applicable laws and regulations. The reference price must not be inflated to mislead customers.
  • Price comparisons against other Sellers or retailers are not permitted.
  • Sellers must not engage in deceptive product listing behaviour. For example:
    • Listing products in unconventional or abnormal quantities or units to make the offer sound better than it actually is. For example, it would be unconventional and abnormal if a Seller listed tissues in "sheets" (tissues are generally sold in "packs");
    • Drafting a product's title, image, key attributes or listing description to make it appear to be another/different product to deceive users into clicking on a listing; and
    • Sellers and/or Creators claiming in E-commerce Content that the Seller will soon stop selling the product(s), when that is not the case.
  • Sellers must not use deceptive or misleading pricing practices to attract traffic or clicks. This includes but is not limited to the following:
    • Listing products of different categories for sale in one product listing. For example, listing a t-shirt and a necklace in the same product listing;
    • Listing completely different items from the same category for sale in one product listing. For example, listing a short-sleeved shirt and a long-sleeved shirt in the same product listing;
    • Listing products made of different materials, or with different specifications and/or other attributes that correspond to different prices for sale in one product listing. For example, listing a gold and silver necklace at different prices in the same product listing;
    • Listing products and product accessories with large price differences in one product listing;
    • Listing non-existent products or products that are not intended for sale; and
    • Any pricing practice that is deceptive or otherwise misleads users into clicking on product listings.
  • Sellers must not undertake any other commercial practice which is in all circumstances considered unfair under applicable laws and regulations.

4.9.2 Green Claims

  • You must comply with applicable laws and regulations if making any "green claims", i.e. claims regarding the environmental impact or benefits of products. An example of a green claim is: claiming that a product is “recycled" or "recyclable", has a low "carbon footprint" and/or uses “less water”).
  • You must not make any unsubstantiated and/or generic green claims in E-commerce Content, and any green claims made must be substantiated and based on verifiable evidence.

4.9.3 Comparisons or Disparaging Content

  • E-commerce Content must not contain any comparisons or disparaging comments targeted at other products, brands, retailers, or e-commerce sites.

4.9.4 Misleading Traffic, Spam, and Fraud

These activities involve mass, unsolicited actions that disrupt the platform or deceive users in bulk. E-commerce Content must not contain any form of spam or fraud, including but not limited to:
  • Impersonating other individuals or organisations to deceive or mislead the public or make false representations;
  • Using AI to impersonate celebrities, medical professionals, or public figures to promote a product (see AIGC guidelines for examples)
  • Creating or distributing AI-generated deepfakes of celebrities, medical professionals, or public figures to promote a product (see AIGC guidelines for examples)
  • Creating multiple accounts to distribute the same E-commerce Content;
  • Publishing repetitive, non-engaging content such as:
    • Posting high volumes of near-identical videos with minimal creative variation.
    • Videos that only show products without voices or personal context.
    • Use of templated narration e.g. text-to-speech or simple text overlays without meaningful creator input or commentary.
    • Coordinated mass posting across multiple accounts that mimics spam behavior.
  • Manipulating platform mechanisms to artificially generate orders, views, likes, comments, follows, or positive customer feedback/ratings;
  • Engaging in activities that deceive customers or manipulate them to order, like, comment or take any calls to action related to E-commerce Content;
  • Promoting products by evoking sympathy for anyone benefitting from the sale of those products;
  • Promoting services for artificial traffic generation;
  • Creating malicious software or modifying code to artificially increase orders, views, likes, followers, shares, or comments;
  • Directing users to unauthorised landing pages, including
    • Invalid landing pages;
    • Landing pages that require a user's personal information to proceed; and
    • Landing pages that automatically download files to a person's computer.
  • Linking or directing users to third-party platforms or websites or encouraging off-platform activity (e.g., external links, phone numbers, social media handles, email addresses, QR codes), outside TikTok Shop’s control.

4.10 Unoriginal, Low-quality, or Irrelevant Content

4.10.1 Unoriginal or Reproduced Content

  • You must create original E-commerce Content that you have created and produced yourself. TikTok Shop prohibits the use of unoriginal or reproduced content in E-commerce Content.
  • E-commerce Content is considered unoriginal or reproduced if you have leveraged existing content without creative modification.
  • Examples of unoriginal or reproduced content prohibited in E-commerce Content include:
    • Videos from other users, television, film or platforms that have been reuploaded onto TikTok Shop with limited creative modifications;
    • Pre-recorded videos or livestreams that are played during livestreams; and
    • Pre-recorded audio promoting products that is played during a livestream.

4.10.2

Low Quality/Non-Engaging Content
Low quality or Non-Engaging content refers to content that lacks meaningful on-screen activity (eg. mostly still images or static scenes) or no sustained, real-time verbal (or sign language) interaction with viewers (eg. recorded or computer-generated voices, music, or background noise instead of live interaction with the audience directly). Examples include:
  • Videos made up of primarily still images, screenshots, screen recordings, or GIFs. This also includes irrelevant video clips overlaid with static product images or text.
  • Livestreams without real-time, sustained verbal (or sign language) engagement with the audience.
  • Livestreams that feature static visuals, slideshows, or looping content, instead of real-time engaging activity. Animations and gaming footage are considered still content.
  • Any written, spoken, or visual E-commerce Content that contains inappropriate language. This includes but is not limited to language that is foul, vulgar or obscene, as well as any language containing profanity;
  • Extended interaction(s) between you and other individuals in non-local languages, unless the purpose of the interaction(s) is educational;
  • Content where the product shown in the video is not listed on the landing page, or is no longer available for purchase; and
  • Content where the product is not clearly and explicitly displayed and/or verbally mentioned within the video or livestream.

  1. Category-Specific Prohibited Content

  • In addition to the above, the following E-commerce Content categories are prohibited. Your E-commerce Content must comply with both the requirements above, and with the category-specific requirements below.

5.1 Weight Loss Content

  • TikTok Shop prohibits any E-commerce Content related to weight loss.
  • You must not make any claims or promises in E-commerce Content that a product in itself, without diet or exercise, can lead to weight loss or better performance.
  • You must not make any claims in E-commerce Content, including:
    • Promoting or encouraging an unhealthy body image or an unhealthy relationship with food;
    • Claiming that losing weight or fat, or increasing metabolism is easy, guaranteed or permanent;
    • Promoting products with weight loss claims;
    • Referring to specific calories or specific amounts of weight loss; and
    • Showcasing the before-and-after effects of a product on an individual's weight.
  • TikTok Shop allows E-commerce Content promoting fitness, health, wellness and beauty products, but such products must not be marketed as weight-loss products.

5.2 Political Content

  • TikTok Shop prohibits any E-commerce Content containing any reference to political matters, including, but not limited to, elections, political campaigns, political referendums, politicians, political parties, public figures, and political issues of public debate including wars and geopolitical conflicts.

5.3 Health and Cosmetics

  • E-commerce Content must not contain any medicinal claims. This includes but is not limited to the following:
    • Claiming to "cure", "heal", "treat", or "prevent" illnesses and diseases. For example, "this product will cure your acne/hair loss" or "Before" and "After" images that show the alleged results of acne-clearing creams, or weight loss supplements;
    • Phrases or implications that claim to cure, diagnose, correct, regulate or modify a physiological function; and
    • Claims that imply that certain products have pharmacological, immunological, or metabolic effects.
  • You must not use misleading beauty filters in E-commerce Content for beauty and personal care products.

5.4 Food

  • Food-related E-commerce Content must not mislead customers about its characteristics, effects, country of origin of the product and/or ingredients or properties.
  • You are prohibited from attributing medicinal properties to foods. You must not state or imply a type of food/drink/supplement is medicinal or prevents, treats, or cures disease.
  • E-commerce Content must not directly encourage children to persuade parents, other adults, or other children to purchase the promoted product and/or show children consuming food alone in front of a screen, smartphone, or other device.
  • When using characters, signs, graphic or visual representations familiar to children, it must be clear that E-commerce Content is a marketing communication, so that it is not confused with content for entertainment or information purposes related to that character, sign, graphic or visual representation
  • For general health claims that reference a benefit of a nutrient or food for overall good health, or well-being such as “superfood(s),” “superfruit,” “full of goodness,” “ingredient goodness,” “detox,” “detoxifier,” “well-being,” you must substantiate the claim with relevant documentation or certification by an authorised health professional. General health claims must be accompanied by a specific approved health claim by the European Commission (see the EU Register of Health Claims here).
  • Claims that a product can reduce a disease are only allowed in E-commerce Content if you:
    • Use a permitted claim that is listed on the EU Register of Health Claims, here
    • Present all information plainly and without exaggeration; and
    • Possess the relevant supporting documentation by an authorised health body (see here).

5.4.1 HFSS Food and drink (High in Fat, Salt, or Sugar)

  • TikTok Shop does not allow you to promote poor nutritional habits or unhealthy lifestyles. You must not create and/or share E-commerce Content that:
    • Relates to food or drinks and that encourages unhealthy eating habits such as excessive consumption;
    • Promotes HFSS foods and targets minors, as set out under section 3.5 (Minor Safety);
    • Suggests HFSS foods are an appropriate substitute for a healthier alternative; and
    • Features a specific call to purchase HFSS foods.
  • Exceptions are made for public service announcements that feature HFSS foods purely to educate people about healthy eating and healthy diet choices.
  • If you are a Seller: If a product/food is classed as HFSS according to applicable laws and regulations, you must disclose this classification to TikTok Shop.
  • You must display in your E-commerce Content any mandatory information or disclaimers regarding HFSS food and drinks products that must be provided under applicable laws. Furthermore, you may be required to submit additional documentation if requested.

  1. Privacy

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