TikTok Shop: Violation Points Guide

Featured Photo by Nathan Shively on Unsplash

Last Updated on 27th March 2024

One of TikTok’s goals, as it continues to forge ahead into e-commerce, is to solidify it’s position as a trustworthy marketplace to potential buyers and consequently begin to rival incumbent platforms globally by selling merchandise at scale. Given TikTok’s historical roots are not e-commerce based but rather as a social content distribution platform their ability to successfully pivot into e-commerce – whilst reliant on financial and logistical incentives for both consumers and merchants – is heavily reliant on gaining the confidence of both parties and building a name for themselves that distinguishes themselves as a trustworthy e-commerce platform.

Therefore, TikTok sets out two main objectives it hopes to achieve; to build a positive shopping environment on TikTok Shop and to provide a shopping experience that consumers can have confidence in. TikTok sets out the rules merchants on their platform must follow in its “Seller Performance Evaluation Policy”, and enforces any breach of these policies by issuing violation points along with varying levels of restrictions to the seller’s account.

This article will cover the fundamentals of TikTok violation points for sellers including violation point milestones, enforcement actions and the appeal process. This is not a guide for short-form content guidelines on TikTok and if you want to learn more about that subject please read the TikTok Community Guidelines.

What are violation points?

Violation points, in the simplest terms, are TikTok’s version of obtaining points on your driver’s license for breaking the laws of the road. The number of violation points issued against a seller’s account corresponds to the severity and impact of the violation they committed. An accumulation of a total of 48 points will result in a revocation of a seller’s use of TikTok Shop. However, any violation points received will be reset 180 days from the date they were issued.

Violation Categories

Central to TikTok’s enforcement strategy are six primary areas of focus. These areas encompass the breadth of potential infractions and are crucial to maintaining the platform’s integrity. They include:

1. Seller Qualification: Ensuring that all sellers meet the required standards to conduct business on the platform.
2. Product Eligibility and Qualification: This area covers the gamut from prohibited to restricted products, ensuring that all items listed comply with local laws and platform policies.
3. Product Listing: The accuracy and appropriateness of product listings are scrutinised to prevent misleading or harmful information from being disseminated.
4. Customer Service: High standards for seller responsiveness and communication with customers are enforced to ensure a positive shopping experience.
5. Seller Fulfilment: This includes monitoring and ensuring timely dispatch of orders, accurate product descriptions, and stock management to reduce cancellations and returns due to seller faults.
6. E-commerce Content: Ensuring that all content, including live streams and product videos, adhere to community guidelines and do not promote prohibited or unsupported products.

The level and type of enforcement actions taken against sellers will be determined based on the severity and frequency of the violations. TikTok Shop retains the right to exercise its discretion in applying these measures, aligning with the broader objective of protecting consumers and maintaining a trustworthy online shopping environment.

For a full breakdown of the categories stated above please refer to the TikTok Shop Seller Performance Evaluation Policy set out in the TikTok Seller Center.

Violation Point Milestones

Sellers who accumulate a certain number of points will reach a milestone enforcement threshold whereby enforcement actions will be taken against their shop depending on the number of points they have incurred.

There are four milestones:

• Low Risk (0 – 11 points)
• Medium Risk (12 – 23 points)
• High Risk (24 – 35)
• Severe Risk (36 – 48)

The following image was published by TikTok as a visual representation of these milestones.

Milestone Enforcement System

The table presented below demonstrates the correlation between the total number of violation points accrued by a seller and the enforcement measures taken. It is important to understand that based on the nature of the violation, sellers may be subject to multiple enforcement actions.

Performance Monitoring

In addition to the milestone enforcement actions listed above, TikTok Shop sets thresholds for certain metrics and ensures merchants adhere to these standards.

These standards are listed in a weekly performance report, found in the TikTok Seller Centre.

Sellers are responsible for reviewing their account performance and proactively taking action to improve any performance metrics that do not meet the standards outlined above.

TikTok Shop may take action in addition to requiring sellers to take the necessary corrective actions. A non-exhaustive list of actions we may take is included below:

• Delisting products;
• Issuing a formal warning;
• Suspension of listing privileges;
• Temporary or permanent withdrawal of seller benefits;
• Temporary or permanent suspension of the seller’s enrolment to Affiliate Programs, Campaigns and other events;
• Temporary or permanent limit on a seller’s daily order volume;
• Temporary or permanent suspension of access to the TikTok Shop marketplace;
• Restrictions on promotional support for sellers’ products or shops;
• Deleting the seller account and permanently prohibiting access to the TikTok Shop marketplace;
• Commencing legal action against the seller; and/or
• Reporting the seller to the relevant regulatory authorities for prosecution, and providing any necessary information on the seller’s account.

How do to appeal TikTok violation points?

If a seller disputes an enforcement action by TikTok Shop as erroneous, they can appeal via Seller Center by submitting a ticket. TikTok Shop will review and rectify if necessary.

Appeal conditions include a limit of two appeals per case: the first within 30 days post-enforcement, and the second within 15 days following the first’s rejection. Successful appeals will see penalties lifted and privileges reinstated. However, failure to appeal or substantiate claims results in appeal rejection, with TikTok Shop’s decisions being final post-second appeal.

Appeals outside the specified times are invalid. Certain violations are non-appealable at TikTok’s discretion. During investigations, sellers must furnish evidence of authenticity and clarify any misunderstandings, providing additional required information.

If you made it this far, thank you for taking the time to read this article!

If you have any questions please reach out to me via email (will@stickler.live) or on LinkedIn (link).

If you would like to read more, feel free to click the previous/next buttons below.