From 15 September 2025, TikTok will begin stepping up enforcement against Unoriginal Content. Sellers and creators who rely on reposts, copied clips, or repetitive material may face stricter penalties, including violation points, commission freezes, and reduced content visibility.

This update underscores TikTok Shop’s ongoing commitment to building a platform where authenticity, creativity, and originality thrive.

What Counts as Unoriginal Content on TikTok?

Unoriginal Content is any video, livestream, or clip that doesn’t showcase your own unique creativity. If the material looks reused, recycled, or copied, even with small edits, it risks being flagged as unoriginal.

Some common examples include:

• Reposting without context: Stitching or duetting a product review without adding commentary or text of your own.

• Screen recordings of media: Uploading clips from TV shows, films, or concerts, even if you blur out the logo or watermark.

• Passive use of TikTok features: Using stitch, duet, or overlay functions without actively promoting the product or sharing your perspective.

• Minimal changes in livestreams: Simply switching clothes while keeping the same background and product display makes your content repetitive.

• Pre-recorded livestreams: Playing back old clips instead of streaming live in real-time.

• Copycat videos: Recreating another creator’s content step by step with no new twist.

• Unauthorised mixing: Combining someone else’s content with your own without permission.

Best Practices for Creating Original Content on TikTok

To thrive on TikTok Shop, sellers need to prioritise authenticity, creativity, and originality. Original content not only keeps you compliant with platform rules but also helps you stand out and build trust with your audience. Here are the best practices to follow:

• Create something new: Always add your own perspective to the content you post. Whether it’s through product demonstrations, commentary, or text overlays, make sure your contribution is distinctive enough to be considered original.

• Show yourself: Be visible in your videos and livestreams. Customers connect better with real faces rather than faceless product clips or screen recordings.

• Change it up: Keep your presentations varied. Instead of just changing outfits, try altering your background setup, product arrangement, or shooting style to give viewers a fresh experience each time.

• Write fresh scripts: Don’t recycle old talking points. Each livestream or video should have new product highlights, angles, or storytelling elements that keep your audience engaged.

• Keep it creative: Think outside the box. Surprise your followers with new ideas, formats, or ways of presenting your products. Creativity keeps your content memorable and shareable.

• Give credit: If you collaborate with or reference another creator’s work, always acknowledge them. Proper credit builds goodwill and helps you avoid disputes.

• Tell your story: Use TikTok to showcase your brand identity, journey, and values. Audiences appreciate authentic storytelling that goes beyond just selling.

• Report misuse: If someone reposts your content without permission, you can use TikTok Shop’s IPCC (Intellectual Property and Copyright Center) platform to protect your rights.

• Collaborate smartly: When working with other creators, agree on who will publish the content. This avoids duplication and ensures smoother campaign results.

What to Avoid

To protect your account and maintain credibility with your audience, it’s important to know what kinds of practices TikTok considers violations. Here are the key things sellers should avoid:

• Reposting content: Don’t upload videos taken from other creators, media outlets, or platforms unless you’ve added significant new value such as commentary, demonstrations, or storytelling.

• Using copyrighted material: Avoid clips, music, or sound effects from TV shows, films, concerts, or music videos unless you have the proper license. Even small portions can lead to violations.

• Pre-recorded livestreams: Livestreaming must always be in real time. Playing pre-recorded clips or mixing in old footage breaks TikTok Shop’s rules and reduces trust.

• Screen recordings: Broadcasting raw screen captures (with status bars, cursors, or notifications visible) looks unprofessional and undermines audience confidence.

• AI-generated voices: TikTok Shop prohibits the use of AI narration or synthetic voices in livestreams. Authentic, human interaction is key to building trust.

• Copying trends without context: Jumping on viral trends is fine, but if your content doesn’t actually showcase or promote your product, it may be flagged as unoriginal.

• Reposting your own old content: Simply re-uploading the same video or livestream doesn’t count as fresh content. Each post should bring new value to your audience.

• Disguising copied content: Filters, overlays, or edits don’t make reused content original. TikTok can detect recycled material even if you try to disguise it.

• Watermarked or logo-heavy content: Just slapping a watermark or logo on copied content doesn’t make it yours, and it may result in violations.

What Happens If You Breach This Policy?

TikTok takes originality seriously. If you repeatedly upload unoriginal content, the platform may take enforcement actions that directly affect your earnings and visibility. Here’s what sellers need to know:

• Violation Points: Each breach adds violation points to your account. Accumulating too many points can restrict your ability to post, livestream, or join campaigns.

• Commission Freeze: TikTok Shop may temporarily freeze your commissions, meaning your payouts are delayed or withheld until the violation is resolved. This can impact your cash flow and ability to reinvest in your business.

• Reduced Exposure: Content flagged as unoriginal may lose platform support such as recommendations, search ranking, or organic reach. With less traffic, your products risk lower sales and visibility.

• Account Suspension or Removal: In severe or repeated cases, TikTok Shop may suspend your account or permanently remove you from the platform. This is the most serious consequence and can cut off your entire sales channel.

Stay Original and Streamline Your Business

With TikTok Shop tightening rules on unoriginal content, sellers need to stay compliant while also managing their operations efficiently. Keeping content fresh takes time and effort, but running your store shouldn’t slow you down.

BigSeller makes it easier by automating core e-commerce tasks like product listing, order processing, inventory tracking, and financial reporting. This way, you can dedicate more energy to producing original, engaging content that drives sales.

Try BigSeller for free today and simplify your multi-channel selling.

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