TikTok Expands Fraud Protection Measures

TikTok is intensifying efforts to protect consumers and brands on its in-app shopping platform as e-commerce activity on the app continues to grow outside its home market in China. In addition to expanding its Intellectual Property Removal Request report, the company has significantly stepped up its proactive detection and removal of counterfeit listings and guideline-violating content to build trust in TikTok Shop.

The new report highlights a marked increase in enforcement action. TikTok states that between January and June 2025, it removed 30 times more products and content through proactive measures – before they ever appeared live – than it did in response to user reports or after content was published. In more than 89% of cases, the company’s initial determination of an intellectual property rights (IPR) violation was upheld, underscoring the effectiveness of its automated systems.

Such proactive enforcement is central to TikTok’s broader e-commerce strategy. The platform removed over 143 million videos for violating its community guidelines related to counterfeit goods, and more than 530,000 videos and live streams from TikTok Shop creators were taken down due to IP infringement.

TikTok has also streamlined the process for reporting suspected infringements on its shopping platform. Users who are part of the TikTok Shop Intellectual Property Protection Centre (IPPC) can now access the relevant reporting page with a single click, down from seven, simplifying takedown requests and encouraging community vigilance.

Beyond counterfeit products, broader platform safety initiatives have included stricter vetting of sellers and enforcement of listing guidelines. In the latter half of 2024, TikTok Shop proactively declined more than 50 million non-compliant product listings, disabled e-commerce features for over 700,000 creators, and removed more than 450,000 seller accounts for violating policies.