TikTok has launched a new IP protection initiative designed to protect against the circulation of counterfeit product listings on its ecommerce platform, TikTok Shop.
The IP protection program --
“TikTok Real” -- is set up to boost the efficiency of brand collaboration by engaging with brands and rights owners to understand possible counterfeit concerns and insights, the
company’s announcement explains.
Collected feedback from IP experts is then integrated into TikTok system features, policies and processes regarding IP protection, including a
brand-verification module that invites brands to review and verify brand authorization submitted by Shop merchants.
The program also aims to streamline the process from Notice and Takedown
(NTD) request to infringement removal, while trying to strengthen proactive detection capabilities and monitor for suspicious listings.
The program currently includes approximately 100 brands,
with more to be invited on a rolling basis.
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“TikTok relies on evolving technologies and systems that collect multiple attributes in order to flag potential infringing content and
products as well as expedite their removal from the platform,” the announcement explains.
Over 70 million product listings were rejected from TikTok and TikTok Shop during the first half
of 2025.
Last year, the Organisation for Economic Co-operation and Development (OECD) reported that global trade in fake goods reached $467 billion annually, impacting potential sales and
hurting brand equity and reputation.
TikTok's counterfeit protection efforts will be detailed and tracked on a dedicated TikTok Real website.