Offering free gifts can be a powerful way to attract attention, boost engagement, and reward your TikTok Shop customers. However, TikTok has strict rules on how sellers can conduct giveaways and purchase-based incentives. Failing to follow these rules can result in penalties or even the suspension of your features.

This guide breaks down the two types of promotions, the do’s and don’ts, and best practices to avoid violations.

Giveaways

Giveaways are promotional activities where customers can win free gifts simply by performing a task, such as joining your livestream or leaving a comment. No purchase is needed to qualify. The goal is usually to increase engagement and attract more viewers to your LIVE sessions.

If you plan to hold giveaways on TikTok Shop, you must do it through the official LIVE Giveaway feature. The LIVE Giveaway feature supports two simple, engagement-friendly formats:

• Join to Win (Countdown): Viewers automatically enter your giveaway by joining your livestream.

• Comment to Win (Countdown): Viewers enter by leaving a comment on your livestream.

Sellers and creators are not allowed to create their own manual giveaway mechanics, this helps ensure fairness and prevents misleading practices.


 

Rules for LIVE Giveaway

To stay compliant, your giveaway must meet these requirements:

• Completely free: customers should not be asked to make a purchase or spend a minimum amount.

• No cash, gift cards, or virtual currency: only physical products can be given away.

• No gambling or gamification: random draws, wheel spins, or lottery-style methods are prohibited.

• Be transparent: always state the important details clearly in your content or listings:

  • How to enter (e.g., “comment to join”)

  • How long the giveaway runs

  • Number of winners and prize details

  • Winner selection process and how they can claim their prize

LIVE Giveaway Best Practices

To keep your account safe and your viewers happy, it’s important to follow TikTok Shop’s best practices before, during, and after your LIVE giveaway. Here’s what to do and what to avoid.

Purchase-Based Incentives

Unlike giveaways, which are free-to-enter, purchase-based incentives require customers to buy a product in order to receive an extra item as a reward. These incentives are designed to boost sales, encourage higher order value, and give customers more reasons to complete their purchase.

TikTok Shop allows sellers to offer purchase-based incentives in three formats:

1. Buy One, Get One Free (Same Item): Customers receive an identical item for free when they purchase one.

   • Example: Buy one lipstick, get another lipstick free.
      

2. Buy One, Get Another Item Free: Customers receive a different item (or a different size/variant of the same product) as a free gift with purchase.

   • Example: Buy one lipstick, get a free mascara.

   • Example: Buy one red lipstick, get a free travel-size red lipstick.
      

3. Buy X, Get Y Gift (Using TikTok Shop’s Promotional Tools): Customers receive a separate free item once they purchase a set of qualifying products.

   • Example: Buy one hat and one pair of shoes, get a free pair of sunglasses.
      

Rules for Purchase-Based Incentives

When offering purchase-based incentives on TikTok Shop, sellers must follow strict rules to ensure transparency and fairness. Here’s what you need to keep in mind:

• Clearly display the free gift: The bonus item must be shown in the product title, images, or description, so buyers know exactly what they’re getting.

• Keep the promotion consistent: The free gift you deliver must match what was promoted. You cannot switch items or provide a lower-value substitute.

• Offer equal value to all buyers: Every customer who qualifies must receive the same type and value of free gift, no special treatment for select buyers.

• Avoid prohibited items: Free gifts cannot be cash, vouchers, discount codes, or virtual currency. Only physical items are allowed.

• Be explicit about promotion details: Clearly state the mechanism (e.g., “Buy 1, Get 1 Free”), the exact free item included, and the timeframe for which the promotion is valid. This can be mentioned in your product listing, videos, or livestreams.

Purchase Incentive Best Practices

To keep your TikTok Shop promotions both effective and compliant, it’s important to structure purchase-based incentives correctly. Here’s what good practices look like and what can get you into trouble.

Keeping Promotions Compliant and Hassle-Free

Promotions like giveaways and purchase-based incentives only work if sellers can deliver them exactly as promised. Any missed gifts, unclear listings, or manual errors don’t just upset customers, they can also put your TikTok Shop account at risk. That makes it essential to have a system that keeps everything consistent.

BigSeller gives you that control. You can set up clear gift rules, add items to selected orders, and keep stock synced automatically, so every promotion runs smoothly from start to finish. Instead of worrying about mistakes, you can focus on growing sales and keeping customers satisfied.

Try BigSeller for free today and follow our WhatsApp channel for practical tips on running smarter, compliant promotions.