1. What is the "100% Authentic" tag?

At TikTok Shop, we work hard to create a secure and trustworthy environment for all of our users. The protection of others' intellectual property rights is a critical factor in keeping our platform safe. The "100% Authentic" tag is a new feature introduced by TikTok shop as a way for sellers to assure customers that the products that they have purchased are authentic. Sellers should therefore ensure that products that carry the "100% Authentic" tag are genuine and come with proof of authenticity.

2. What are the benefits of the "100% Authentic" tag?

The "100% Authentic" tag may have the following benefits:

• Customers may have a higher level of trust in the authenticity of a product
• Customers may be less likely to misidentify products as inauthentic

3. How does the "100% Authentic" tag work?

1. The "100% Authentic" tag will be applied to products that have a valid brand authorisation letter or letter of authorisation.
2. The customer will be able to see the "100% Authentic" tag in the following places:

Product Listing PageProduct Detail Page

4. How are suspected counterfeit items handled?

• For orders tagged as "100% Authentic", if a customer selects "Suspected Counterfeit" as the refund/return reason, the dispute details will be displayed in the Seller Center.
  • Note: TikTok Shop Customer Service will manage the arbitration process. Sellers will not need to accept or decline the return/refund.
• Sellers will then be required to submit relevant evidence to prove the authenticity of their product on the Seller Center.
• In the event that TikTok Shop finds that the product is counterfeit, sellers will be required to compensate the customer up to two times the amount they paid for the product. The compensation will be taken by the platform from any monies owed to the seller and automatically provided to the customer in the form of:
  • (A) A full refund of the product price and shipping fee (less any voucher applied)
  • (B) A compensation voucher with the same value as the product price (referred to as the "100% authentic voucher")
• Sellers who are required to provide compensation to customers will receive an email and Seller Center inbox notification.

Frequently Asked Questions (FAQs)

• What are the penalties if a product is found to be counterfeit?
  • TikTok Shop reserves the right to take enforcement actions in accordance with our Seller Performance Evaluation Policy, TikTok Shop Anti-Counterfeit Policy and TikTok Shop Intellectual Property Policy. This includes but is not limited to:
    • Requiring the seller to compensate the customer up to two times the amount they paid for the product
    • Removing the counterfeit product from the platform
    • Prohibiting the sale of the same or goods of similar nature
    • Suspending or terminating the seller's TikTok Shop account and/or access to TikTok Shop
• How can sellers get a "100% Authentic" tag for their products?
  • At the moment, this feature is only available to selected sellers.
• Can sellers raise an appeal?

TikTok Shop treats each suspected counterfeit case with care and performs an impartial investigation based on the available evidence submitted by both seller and customer. Sellers who wish to raise an appeal can contact our TikTok Customer Service via Help Center.