What is Misleading Functionality and Effect？
The Importance of Honest Product Marketing
TikTok Shop strives to build a positive shopping environment in which customers can have confidence. As such, all sellers must be truthful when they market their products on our TikTok Shop platform. They must also abide by our TikTok Shop Content Policy.What is Misleading Functionality and Effect？
Any content created or uploaded about products must be truthful and not misleading in functionality and effect.Content is considered misleading in functionality and effect when the uploaded video or product landing page information is inconsistent with the product's actual function or effects.
- Content can be in various formats, such as TikTok Shop videos, livestreams and product listing pages;
- Other types of content subject to these guidelines include titles of videos and livestreams, descriptions, hashtags, hyperlinks, anchor links, and images.
What is Misleading Content?
Content is considered misleading in functionality and effect if it contains medical claims, exaggerated health claims, misleading advice or exaggerated beauty claims regarding a product. If content is found to be misleading, TikTok Shop may remove the content and its associated product(s) from the platform. Misleading content may lead to safety issues, an untrustworthy shopping experience, and customer dissatisfaction.Medical and Health-Related Claims
A medical claim states that a product can diagnose, prevent, treat, or cure a disease. E-commerce content containing medical claims is prohibited. Sharing personal experiences that imply a product can treat a medical condition is equally not allowed. Additionally, medical and medicinal products and devices are not allowed on the platform.A health-related claim suggests a product has health benefits. Sharing general wellness content or healthy lifestyle tips is permitted, but claims of permanent cures or complete resolution of health issues should be avoided. Do not link foods, supplements, ingredients or any product claims to unproven health benefits, such as disease risk reduction or exaggerated effects on the body.
Examples:
Avoid | Allowable claims |
| ❌#suplementpreventsMigraines❌' Take 2 tablets of XYZ product every day to cure your IBS'❌ 'This product will fix UTIs'❌ 'This product has cured over 500 thousand women of BV'❌ 'This product heals eczema' ❌ 'This supplement treats depression'❌ Insomnia cure❌ Remove brain fog❌ Cure stress❌ Never feel exhausted again❌ Prevent headaches❌ Eliminate back pain❌ Helps with polycystic ovary | ✅ 'Just in case you're not getting enough magnesium from the food you eat, magnesium supplements may be for you'✅ Sharing general wellness content or healthy lifestyle tips without medical implications✅ For digestive health, consider maintaining a balanced diet combined with taking this supplement, and consult with a healthcare professional for personalized advice✅ This product can boost your energy✅ This product can improve your sleep✅ This product supports wellness✅ Boost the immune system ✅ Support nutrition ✅ Enhance lifetyslete ✅ Reduce fatigue ✅ Boost metabolism✅ Give the immune system a natural kick✅ Supports women’s overall hormonal balance |
Avoid Misleading Advice
In addition to the above, creators should not give misleading advice, specifically:- Do not state the product is:
- Better than or the same as a prescription-only product;
- Better than a healthy, balanced diet;
- Without side effects;
- A miracle or holding the secret/cure.
- Do not:
- Discourage seeking proper health care consultation from professionals;
- Show images of real severe medical conditions or symptoms alongside the product, indicating the product will cure the condition;
- Encourage viewers to disregard previous medical advice from health professionals;
- Use unverified statistics or data to support claims.
Beauty Claims
Beauty claims describe or show a temporary, external cosmetic effect without altering body functions. Content violates the Misleading Functionality and Effect policy if it overstates the benefits of beauty products.Prohibited Claims:
- Complete elimination of skin conditions (e.g., acne, scars, wrinkles);
- Any form of skin-whitening/ lightening claims;
- Permanent skin tightening or permanent anti-aging effects;
- Natural hair growth claims, including:
- More than 50% increase in hair length or volume;
- Extreme teeth whitening claims;
- Extreme body transformation claims;
- Exaggerated "Before vs. After" images that suggest a complete transformation or unrealistic results regarding any of the above.
Examples
:Avoid | Allowable Claims |
| ❌ "Before and after" images depicting the full removal of acne, wrinkles, freckles, scars, dark spots, etc.❌ Claims that a product can whiten/ lighten skin❌ Claims that a product can stimulate collagen to tighten the skin ❌ Claims that a product can stimulate hair follicles to create natural hair growth❌ Images that show bald patches/ bald spots 'before' and a full head of hair in the 'after' image❌ Images showing existing and hair with 50% or more growth/volume❌ "14 days of mouth-taping literally transformed my entire face" |
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