On May 27th, it was reported that TikTok Shop recently announced the launch of a counterfeit and intellectual property protection plan called "TikTok Real," further strengthening the platform's governance of counterfeit goods and protecting the rights and interests of TikTok Shop sellers, brands, and consumers.

The core of the newly launched "TikTok Real" project is to enhance the ability of brands to participate in platform anti-counterfeiting efforts. The project has added a brand verification module, allowing brands to directly review and verify the brand authorization information submitted by sellers. At the same time, TikTok has also optimized the entire process from "Notification and Takedown" (NTD) applications to the removal of infringing goods, and strengthened the proactive detection and monitoring capabilities for suspicious product links.

TikTok explained that the project has currently covered about 100 brands and will continue to invite more brands to join in the future. The platform is identifying suspected infringing content and products through continuously upgraded technical systems. In the first half of 2025, TikTok and TikTok Shop together rejected over 70 million product links. These systems will identify potential infringing products by integrating multiple data dimensions and accelerate the takedown speed.

In addition to technological upgrades, TikTok also plans to establish a dedicated "TikTok Real" website as a unified entry point for the platform's intellectual property protection work. This website will be used to publish relevant policies, latest developments, and brand cooperation cases, while also facilitating feedback from brands.

TikTok stated that information sharing between brands and the platform is also an important part of the project. Brands participating in the "TikTok Real" roundtable discussions will share their experiences in brand protection and anti-counterfeiting, helping TikTok improve the platform's proactive law enforcement mechanisms.

Currently, TikTok Shop's Intellectual Property Protection Center already supports brands in submitting infringement complaints, reviewing seller authorizations, and handling infringing goods issues. TikTok Real will further improve the platform's efficiency in dealing with counterfeit goods and establish a safer shopping environment for consumers and sellers.

Source: E-commerce Dispatch