Misleading Content
We get it. Sometimes you try a product and you love it so much, you want to tell all your followers about it. You do need to be careful about how you promote the product. It’s easy and tempting to call it the best in the market. That’s not allowed, because your viewers might think it’s true, when in reality the product is not the best in the market. If they buy the product and don’t enjoy using it, they are less likely to rely on your content in the future when deciding to buy something.
When does content become misleading?
Content is misleading when claims are made:
- That are inconsistent with what’s on the product detail page.
- That create an inaccurate impression of the product.
It’s critical that content accurately promotes the product affiliate. Refer to the section below for some best practices to apply when posting content:
Best Practices
Be Accurate About Product Attributes
Claims about a product’s attributes, or its seller’s services or warranties, must match what’s on the product detail page. Product attributes include features, dimensions, branding, awards, certifications, endorsements, affiliations, functionality, and price.
Be Transparent with Pricing
Always check the price of any products you plan to promote. The price of your products and promotions must apply to anyone who views your promotion.
Here is what you can do to avoid misleading your customers:
- Use disclaimers when there are special conditions for promotional pricing, such as limited time or only for new customers. Specify the who, what, when, and where of the promotion.
- You can round up prices ($19.99 to $20) but the promoted price cannot be lower than the current product listing price ($19.99 to $19).
Quote from Authority
Avoid exaggerated or inflated claims. While this is a great way to get your viewers’ attention, it can often be untrue. Only use these if you’re quoting what’s already on the product packaging or you can back it up with evidence, like a verified lab test or industry study.
These are examples of claims that are allowed:
- Content says drink is 100% American made, and carton says the exact same thing.
- Content says dress is 100% carbon neutral, and creator shows the clothing label has a carbon neutral mark from a leading standards organisation like BSI.
Qualify Your Reviews with Disclaimers
Disclaimers are essential – alert your viewers that a product might not produce the same results for them as it does for you. This adjusts their expectations about the product.
So, include phrases like these:
- “Individual results may vary”
- “Results may vary depending on your skin sensitivity”
- “Not a guarantee of individual results”
- “I used this product for 10 days, and it reduced the blemishes on my face”
Leverage Your Personal Experience
Be careful about misleading your viewers when comparing products made by different brands or claiming a product is the “best”. Although these claims are not wrong per se, you should always link them to your personal experience or evidence.
- “This hand lotion is the best I’ve ever used. It takes care of my skin better than X, Y and Z brands.”
- “I prefer this X brand to Y brand. X brand’s line fits better with my personal style, so I always get my clothes from them.”
Take note that separate rules apply for weight management claims. Read our Guidelines for Responsible Health-Related Content article for more details.
What to Avoid When Posting Content
Inaccurate Statements About Product Attributes
- Content shows dress is available in 4 colors but product detail page only shows 3.
- Content says coffee beans are from Ethiopia, but product detail page only says ethically sourced from Africa.
- Content shows shoe from X brand, but product detail page shows shoe from Y brand.
Vague or Confusing Pricing
- Content compares the price of a product to something obscure, like a “hamburger” or “a pair of sandals.”
- Content says dress is priced at $X but the product detail page shows a different price.
- Content mentions discounts that do not apply to all viewers.
Statements Not Backed by Any Evidence or Personal Experience
- “This jerky is the best you can find in the Pacific Northwest!”
- “This cream is guaranteed to remove any blemishes, discoloration, pimples or scars within 30 days!”
- “This foldable phone is way better than X brand’s one.”
Statements That Go Against Scientific Theory
- “I slept with this healing stone under my pillow every night. It cured my migraine.”
- “Feel your luck is always bad? Buy this ‘lucky’ stone which is guaranteed to bring your fortune.”
Using Digital Tools to Alter, Filter or Vary a Product’s Effect or Function
- Using a beauty filter over content depicting the effects of a skin cream product, to make it appear more effective.
Authentic and Accurate Content on TikTok Shop
Misleading content has a real impact on a buyer’s experience. It can confuse and drive them away from your content if they find it unreliable. Always review your content for accuracy before uploading it.
By promoting products with transparency, viewers feel empowered to make informed decisions. This fosters a positive environment on TikTok Shop where quality products and honest promotion thrive.
For more information, please refer to our TikTok Shop Content Policy.
