Selling branded products on TikTok Shop can boost your store’s credibility and sales, but it also comes with stricter rules. To protect intellectual property (IP) rights and ensure a trustworthy shopping experience, TikTok Shop requires sellers to follow specific listing guidelines for both branded and unbranded products.

This guide breaks down what you need to know before listing your items.

What Are Branded Products?

On TikTok Shop, branded products are items that feature a brand name, logo, or other trademarked identifiers. These products are tied to a registered brand and are usually protected under intellectual property (IP) rights, which belong to the brand’s rightful owner.

For example, a smartphone labeled Samsung Galaxy A55 is a branded product because it carries Samsung’s registered trademark.

Because branded items involve IP rights, TikTok Shop requires sellers to be extra careful:

• Respect the rights of the brand owner. You cannot list branded items if you are not authorised to sell them.

• Obtain Brand Qualification when needed. Some brands require prior approval before you can list their products on TikTok Shop. This process ensures only authorised sellers represent the brand.
  
  

Branded vs. Unbranded: What’s the Difference?

When listing products on TikTok Shop, sellers must be transparent so buyers can easily tell whether they are purchasing a branded or unbranded item. Here’s how to distinguish the two:

Branded Products

These are items that carry a brand name or logo, such as Nike shoes or Apple AirPods. To comply with TikTok Shop rules:

• The brand name must be clearly shown in all listing details including the product title, images, description, and SKU info.

• The brand you display must match the “Brand” field selected in your listing.

• You must never hide, blur, or remove brand details. Doing so may result in a Brand Circumvention violation.

Unbranded Products

These are generic items with no official brand, such as running shoes or wireless earphones with no logo. The rules here are different:

• Listings must clearly state that the product is unbranded, so customers aren’t misled.

• Brand names should not be mentioned unless it’s about compatibility (e.g., “Phone case for iPhone 15”).

• Passing off an unbranded product as branded is considered misrepresentation and could lead to enforcement actions.

Key Rules for Listing Branded Products

If you’re selling branded items on TikTok Shop, you’ll need to follow specific rules to keep your listings compliant and avoid violations. Here are the five main areas to pay attention to:

1. Product Images

• Use clear, high-quality images that you either own or have permission to use.

• At least one image must clearly display the brand logo or name on the product.

• Do not hide or alter brand details with stickers, tape, mosaics, or digital edits, doing so could result in a Brand Circumvention violation.

2. Product Name/Title

• Always start with the main brand name, followed by the model or variant.

  • ✅ Example: Samsung Galaxy A55 5G

  • ❌ Example: Galaxy A55 5G

• Never mention other brands in your listing title unless you have proper authorisation. Including unrelated brand names may trigger a Trademark Infringement violation.

3. Product Category

• Select the most accurate category that matches your product.

• If your item is refurbished or pre-owned, make sure to list it under the correct second-hand category. Refer to TikTok Shop’s Refurbished/Second-hand Product Listing Guidelines for details.
   

4. Brand Field

• Choose the appropriate brand name from TikTok Shop’s dropdown menu.

• If the brand is grayed out, you’ll need to apply for Brand Qualification before listing.

• If the product is unbranded, select “No brand.”
   

5. Product Description

• Provide a clear and honest description, including product specifications and relevant brand details.

• Do not reference unrelated brands without consent, this may lead to IP violations.
• Any images in the description must also show brand details clearly without being blurred, covered, or hidden.

Important: Simply mentioning the brand name in the description is not enough. It must also appear in your product title and images.

Special Restrictions on Select Brands

Not all brands can be freely listed on TikTok Shop. To protect intellectual property rights and ensure a positive shopping experience, some brands come with extra restrictions:

• Individual sellers may be restricted: Certain brands can only be sold by corporate sellers. If you’re an individual seller, you may not be able to list these products at all.
• Corporate sellers must show proof of authorisation: To sell restricted brands, you’ll need to upgrade to a corporate seller account and submit the required Brand Qualification documents. This step proves that you are officially authorised to represent the brand.
• Some brands may be completely prohibited: In some cases, TikTok Shop may block listings from specific brands entirely. This can happen for various reasons, such as high risks of counterfeit products or issues that may lead to poor customer experience.

Stay Compliant and Scale Smarter with BigSeller

Following TikTok Shop’s branded and unbranded product rules is essential if you want to keep your store safe from takedowns, penalties, or loss of selling privileges. Clear, accurate listings not only protect your account but also give buyers confidence in what they’re purchasing.

For sellers managing multiple shops and platforms, however, keeping everything consistent can be time-consuming. That’s why many Southeast Asian sellers use BigSeller, a free, highly automated e-commerce ERP that simplifies product listing, inventory control, order processing, and reporting across TikTok Shop, Shopee, Lazada, and more.

Try BigSeller for free today and make managing your TikTok Shop listings faster, safer, and more efficient.