Tiktok Shop Academy

Misleading Claims (Health & Beauty Products)

06/30/2025

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TikTok Shop values our customers' trust. Misleading product promotions lead to negative reviews and cause buyers to lose trust in the Seller, Creator and TikTok Shop. As such, we do not allow misleading claims about a product's functions or effects.To increase customer transparency, claims should be truthful, accurate, and supported by scientific evidence. You must also comply with local laws and regulations when promoting cosmetics products.
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How can I avoid misleading claims when promoting makeup products?

We allow Creators to promote makeup products with temporary effects. Identify the product and state clearly that the effect is temporary using descriptions such as:
"Conceal, cover, hide, blur, disguise, shade, camouflage, contouring, color-correcting".
  • "This powder conceals my scars."
  • "Instantly cover wrinkles with this concealer."
  • "This lipstick turns lips pink in a few seconds."
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What happens if I breach these guidelines?

If you are found to violate these guidelines, you may have enforcement actions taken against your account. Repeated offenses will result in more significant penalties.
  • Formal warning messages,
  • Removing the product from the content,
  • Removing or blocking content,
  • Interruption of livestreams,
  • Assigning Violation Points,
  • Accumulation of Violation Points can result in suspension of privileges.
Please see our Violation Reasons, Points & Enforcement Actions for Creators article and Creator Terms of Service for more information.

How can I appeal an enforcement action?

If you think an enforcement action has been taken against you in error, appeal via the TikTok App.
You may support your appeal by submitting documents to prove the accuracy of your claims, for example:
  • The same claim is clearly visible on the product packaging
  • Test proof document showing the source of the claim or number of participants, date and location of the test
  • Government advertising approval document showing that the claim made was approved by the regulator.
Please read our Creator Appeal Guidelines article for more information.
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