Misleading Claims (Health & Beauty Products)

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.

What is a misleading claim about a health & beauty product's functions or effects?

Claims that a product has the effect of treating, removing or preventing sensitive conditions on the human body within a specific time may be misleading. Examples:
Sensitive body conditions include the following. Please note that this list is non-exhaustive.

AIGC & Digital Editing: Do’s and Don’ts for Health, Beauty & Personal Care

Keep Your Content Appropriate and Tasteful

When using AIGC or digital editing, make sure your content remains appropriate and does not include graphic or disturbing visuals.

• Avoid bloody, gruesome or graphic content, such as showing graphic extraction of dirt from pores.
• Avoid depictions of bodily fluids or waste.
• Avoid violent scenes or depictions of violence.

2. Avoid Misleading Product Claims

Do not use AIGC or digital editing to exaggerate, falsify, or misrepresent product results, including:

• Body transformation effects, for example:
  • Weight loss or muscle gain
  • Anti-aging or wrinkle removal
  • Restoring the ability to walk
  • Growing taller
• Beauty, body care and makeup effects, for example:
  • Instant hair growth
  • Exaggerated hair-smoothing effects
  • Skin whitening or acne removal
  • Teeth whitening or cavity repair
  • Demonstrating makeup colours or effects on AI-generated avatars as if they were actual product results

Do not use AI-generated depictions of medical professionals, experts or authority figures to promote products.This includes AI-generated depictions of:

• Doctors, nurses or dentists
• Wellness or health experts
• Academics or researchers
• Journalists
• Government officials or other authority figures

Using these depictions may mislead viewers about a product’s effectiveness, professional endorsement, expertise or credibility.

How can I avoid my content getting flagged for misleading health & beauty product claims?

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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."

How can I avoid misleading claims when sharing my personal experiences with the product?

We allow Creators to share their genuine personal experiences using products. Communicate this clearly by using first person pronouns such as:

"I used the product"

"This helped me"

"I used this on my face".

Do not make claims or share testimonials on behalf of others as viewers are unable to verify them.

"One of my buyers used this and cured his acne"

What can I use to support my claims?

We allow claims that are based on solid evidence and research. Support your claims by showing clearly in the video/livestream or the product listing those exact claims printed on:

1. the product packaging
2. the test proof document proving your claim or
3. the government advertising approval document approving your claims.

Display and zoom into the claim printed on the product packaging, test proof document, or government approval document so that the viewer can read the text clearly. For example, place the product packaging in front of the camera and point to the text while reading out the claimed effect printed on the product.
Here are examples of what you should use support your claims:

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,
• Creator Health Rating (CHR) point deduction
• Low CHR points can result in suspension of privileges.

Please see our Creator Enforcement Policy 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.