TikTok Launches Anti-Counterfeiting Program to Protect Sellers and Shoppers

TikTok has rolled out a new counterfeit protection initiative designed to strengthen safeguards for both sellers and shoppers on its platform. The program, named TikTok Real, will draw on insights from more than 300 intellectual property experts globally to inform the app's approach to detecting and enforcing against counterfeit goods.

According to TikTok, the initiative aims to develop advanced methods to address counterfeit product listings within the app. The company highlighted the scale of the problem, citing an OECD report from 2025 that estimated global trade in fake goods at USD 467 billion annually, posing risks to consumer safety and compromising intellectual property rights.

New Features for Brand Protection

To protect merchants on TikTok Shop, the TikTok Real program provides access to new detection features within the platform's Intellectual Property Protection Center. These include a brand verification process that enables brands to review and verify authorizations submitted by sellers, streamlining the entire process from Notice and Takedown (NTD) requests to infringement removal.

TikTok stated: “The program streamlines the entire process from Notice and Takedown (NTD) request to infringement removal, while strengthening proactive detection capabilities and monitoring for suspicious listings. The program currently includes approximately 100 brands, with more to be invited on a rolling basis.”

Broader Enforcement Efforts

This initiative is part of TikTok's broader efforts to police misuse and enhance the in-app shopping experience. In the first half of last year, TikTok removed more than 143 million videos for violations of its Community Guidelines, including those related to “trading, marketing, or providing access to counterfeit goods.” Additionally, the app removed over 530,000 videos and livestreams posted by TikTok Shop creators due to intellectual property rights (IPR) infringement.

In December, TikTok also launched an expanded Intellectual Property Removal Request report, offering an overview of its cumulative actions to protect IP rights across the app. These efforts appear to have contributed to improved trust in the platform's in-stream shopping tools, which are steadily driving more purchase behavior.

Recent Integrations and Training

TikTok has also recently introduced improved integrations for merchants from third-party web platforms, as well as TikTok Shop-focused training initiatives for small businesses in Latin America, Africa, and Southeast Asia.

With nearly half of U.S. consumers now using TikTok as a search engine—including for product discovery—the potential for in-stream shopping is significant, provided TikTok can ensure a safe and trustworthy environment. The company is making this a key focus, recognizing that a secure shopping experience is critical to fostering broader behavioral shifts toward in-app purchases.