TikTok Real: New Ways To Protect Your Brand on TikTok Shop

If your brand sells or is being sold without your permission on TikTok Shop, you'll want to pay attention to the platform’s newest initiative: TikTok Real. TikTok Shop has long been a hotspot for counterfeit goods. TikTok Real is their answer to that problem, and it comes with real tools that make it easier for brand owners to find and remove fakes. Here's what it means for you:

What Is TikTok Real?

TikTok Real is TikTok Shop's new anti-counterfeiting program, designed to give brand owners stronger, faster tools to protect their intellectual property (IP) directly on the platform. If you're already registered with TikTok's Intellectual Property Protection Center (IPPC), no additional sign-up is required.

What Can It Do For You?

TikTok Real introduces three new enforcement tools, all accessible through the IPPC:

1. Electronic Authorization Management If your brand is frequently targeted by unauthorized sellers, this feature lets you review, approve, or reject sellers requesting permission to sell your products all from within your IPPC account. It streamlines and gives you more direct control over who is selling under your brand name.

2. Risk Alert Think of this as an early warning system. Using automated risk indicators (including a seller's prior counterfeiting history) the system flags listings that may be infringing your rights before they gain traction. You can then review and remove them directly from your portal.

3. Quick Removal This tool lets you search by keyword, product ID, or seller name to locate and remove infringing products quickly from within your IPPC portal.

Why Does This Matter?

Counterfeiting is a billion-dollar problem. The OECD valued global trade in counterfeit goods at $467 billion in 2021. Every fake product sold on a platform like TikTok Shop is revenue taken directly from legitimate brand owners like you. Until now, the burden of policing fakes has fallen almost entirely on brands, turning IP enforcement into an endless game of whack-a-mole. TikTok Real signals a meaningful shift: platforms are beginning to take brand protection more seriously and are investing in tools that put more power in your hands.

What Should You Do Now?

• If you're not yet registered with TikTok's IPPC, now is the time. Visit TikTok's IPPC portal to enroll.

• If you're already registered, keep an eye on your portal for the rollout of these new features.

• If you're unsure whether your brand is being infringed on TikTok Shop, a quick search of your brand name, product names, or common keywords associated with your products is a good starting point.

The tools are becoming more sophisticated and so are counterfeiters. Staying proactive is the best protection your brand has.