In this article, we’ll explain what TikTok means by Irrelevant Promotional Content, share common mistakes that lead to violations, and give you practical tips to keep your content compliant while still engaging buyers.

What Counts as Irrelevant Promotional Content

On TikTok Shop, every piece of promotional content should help customers understand exactly what they’re buying. When a video, post, or livestream fails to do that, it falls under Irrelevant Promotional Content and that’s a violation. This type of content misleads buyers, damages trust, and goes against TikTok Shop’s selling policies.

Here are the most common examples of irrelevant promotional content:

1. Promoting one product but linking to another

Example: A creator demonstrates a blender but links viewers to a frying pan. Customers who want the blender won’t be able to find it, which creates confusion.

2. Livestreaming without promoting the listed product

Simply chatting, entertaining viewers, or running a livestream with no commercial intent is not considered valid promotional content.

3. Featuring unrelated products

For instance, showing high heels during a livestream when the listed product is slippers. The mismatch between the content and the listing leads to buyer frustration.

4. Background-only appearances

If the product is out of focus, hidden in the background, or not clearly shown, it doesn’t count as proper promotion.

5. Not displaying the product physically

Just adding a product photo or text overlay and asking buyers to purchase without showing or explaining the actual item is insufficient.

6. Using misleading visuals or claims

Stock photos, generic animations, exaggerated guarantees, or any visuals that don’t represent the real product are considered misleading.

7. Promoting multiple unrelated products without clarity

If you showcase several items but don’t make it clear which ones are linked to your listings, the content will be flagged.

Best Practices to Stay Compliant

TikTok Shop’s goal is to make promotional content clear, trustworthy, and product-focused. Following best practices not only helps you avoid violations but also makes your content more persuasive to buyers. Here’s how to stay compliant:

1. Make the Product the Star

Your content should leave no doubt about what you’re selling. The safest way is to show and explain the product directly.

• Show visually: Record the product from different angles, highlight important features, and demonstrate how it works. For example, show how a coffee machine brews a cup, or film the packaging process to assure customers of authenticity.

• Explain verbally: Add context by describing size, weight, color, material, ingredients, or scent. Talk about how to use it, share your personal review, or tell the brand story. You can also mention practical details like price, discounts, or shipping.

A good rule of thumb: if someone watches your video with the sound off, they should still recognise the product. If they watch with the sound on, they should clearly understand what it does.

2. Match the Promoted Product With the Listing

Always make sure the product you showcase is the same as the one linked in your TikTok Shop listing.

• Allowed: Sample products that look slightly different in packaging, size, or color, as long as they are the same type of product.

• Not allowed: Completely different product types, patterns, logos, or quantities.

This prevents confusion for customers and ensures they can actually purchase the exact item being promoted.

3. Use Clear and Accurate Descriptions

Your written content matters as much as your visuals.

• Make sure your titles, captions, and video/livestream descriptions match the product in your listing.

• Avoid exaggerated claims or promises that you can’t prove in the content itself. Stick to facts customers can verify from your demonstration.

Accurate descriptions help build buyer trust, improve search visibility, and protect you from being flagged for misleading content.
 

What to Avoid

Even with best practices in mind, it’s just as important to know what not to do. TikTok Shop has outlined specific actions that will almost always lead to violations. Avoiding these mistakes will protect your account and keep your content credible.

1. Livestreaming Without Showing the Product

Running a livestream that has no connection to your listed product whether you’re just chatting, entertaining, or filling time does not qualify as promotional content.

• Always feature the product on screen.

• For skincare or makeup, it’s fine to show the product’s effect on your skin instead of holding the physical bottle, as long as the result is visible.

2. Skipping Key Product Details

Don’t assume that just showing the product is enough. Buyers rely on your explanation to understand what they’re getting.

• Include basic specs such as size, color, material, or ingredients.

• Share usage instructions, personal reviews, or unique features.

• Without these details, customers may lose trust or feel misled.

3. Using Unrelated or Misleading Visuals

Stock footage, generic animations, or clips that don’t accurately represent the actual product are not allowed. These visuals confuse buyers and make your content appear deceptive.

• Use authentic footage of the listed product.

• Avoid editing in unrelated images or making claims that don’t match what buyers will receive.

Stay Compliant and Sell Smarter with BigSeller

With TikTok Shop’s updated rules taking effect on 3 October 2025, creators and sellers must ensure that every piece of content directly showcases the listed product. Avoiding irrelevant or misleading promotions is key to maintaining trust, protecting your account, and driving real sales.

At the same time, staying compliant is only part of the challenge. Sellers also need efficient systems to manage listings, fulfill orders accurately, and keep inventory in sync across multiple platforms.

BigSeller makes this process easier. Built for Southeast Asian sellers, it’s a free, highly automated e-commerce ERP that streamlines everything from product migration and listing to order processing, stock control, marketing tools, and financial reporting.

Start using BigSeller for free and manage your TikTok Shop and other sales channels with greater efficiency and confidence.