1.Overview

TikTok’s main purpose in drafting these policies and guidelines is to create a positive shopping environment within the store ecosystem and provide consumers with a high-quality shopping experience.

All sellers selling products through the TikTok store must comply with these policies and guidelines and the Merchant Terms of Service. If sellers fail to comply with relevant policies and guidelines, the platform may take enforcement actions as set out in the Merchant Terms of Service. At the same time, platforms need to ensure transparency in their adoption of enforcement measures on the TikTok store. This policy applies to all sellers in the TikTok store ecosystem.

It’s worth noting that the TikTok Store’s seller behavior assessment policy isn’t very exhaustive. TikTok may require sellers to take specific actions outside of the policies to correct situations that do not comply with TikTok’s policies and guidelines.

This policy will be updated from time to time, and sellers are requested to follow up on the latest developments of the platform policy in a timely manner.

2. Scope of application of the policy

For any seller who violates relevant policies and guidelines, TikTok Store may take enforcement action at its discretion under the Merchant Terms of Service. The four main areas where platforms may take enforcement action include (but are not limited to): 1. Seller qualification; 2. Product certification and production qualification (including prohibited and restricted products); 3. Product listing; 4. Seller logistics and customers Serve.

Please note that the enforcement actions taken by the platform against sellers will depend on the severity and frequency of violations of relevant policies and guidelines. Regarding the details that sellers will be enforced, the platform will notify via email sent to e-commerce@tiktok.com. Therefore, merchants must use their account in Seller Central to follow up on Seller Violation Notices.

3. violation of the standards

The platform will list examples of relevant violations from four main dimensions, and define violation points (hereinafter referred to as “points”) for each dimension according to their severity and impact. The points will be accumulated, and when the subtotal points reach the specified threshold, the platform will impose corresponding restrictions on the seller’s account.

4.Important Hint:

• The illegal points will be cleared four times a year, starting at 23:59 on March 31, June 30, September 30 and December 31;

• When the seller’s violation points accumulate to 48 points, his e-commerce business license will be permanently terminated;

• If a seller’s e-commerce business license is removed within the interval, its cumulative violation points will not be cleared on these four specified dates. In addition, if the seller’s appeal is successful and the platform restores the relevant account, the seller’s violation points will be cleared on the next designated clearing day.

The following is a summary of the content of the four dimensions, and the specific content can be found on the relevant pages of the platform for in-depth understanding:

1. Seller qualification certification

• Missing qualifications

• Expired certification

• False authentication

2. Product Qualification

• Missing qualifications

• Expired qualifications

• Falsified qualifications

• Malicious infringement of intellectual property rights

• Non-intentional infringement of intellectual property rights

• Suspected intellectual property infringement

3. Listing related

• Product misclassification

• Prohibited products

• Copyable list

• Disable product details

• Not applicable product details

• Customer service and order fulfillment

4. Customer service and order fulfillment

• Seller cancellation rate

• Proactive customer message

• Requests for customer cancellations

• First response within 24 hours

• Response rate within 48 hours

• Defective order rate

• Delayed shipments

• Shipping prohibited products

• Content prohibited from communicating with customers

• Malicious comment handling

The Implementation Process

1. Identify and verify violations

TikTok uses a variety of methods to detect and verify suspicious behavior by merchants that violate policies and guidelines.

2. Corrective Actions

In the event of a violation of our policies and guidelines, the platform will take the necessary measures to eliminate the adverse effects caused by the violation. The following are just some examples:

•Product off the shelf;

• Take legal action against the seller;

• Report the seller’s situation to the relevant regulatory agency for criminal prosecution

3. Incremental implementation measures

In addition to the corrective actions mentioned above, the platform will take other actions. Here is a partial list of actions:

• Formal warning notice;

• Suspend new privileges on products;

• Suspend or permanently revoke the seller’s profits;

• Suspend or permanently prohibit the seller from participating in related company events and other market activities;

• Suspend or permanently ban access to the TikTok Shop marketplace;

• Delete seller account and permanently ban from TikTok store to operate business;

• Take legal action against the seller;

• Report the seller to the relevant regulatory authority for prosecution and provide any necessary information about the seller’s account.

Relevant enforcement actions are determined based on the severity and frequency of violations. For details, please refer to the details page on TikTok’s official website. Note that the platform side may take multiple enforcement actions in parallel.

4. Appeal

Consumer safety is paramount. The platform’s founders are working hard to create a positive shopping environment, and by taking relevant enforcement measures against sellers who violate guidelines and policies, only to provide consumers with a trustworthy shopping experience in the TikTok store.

If enforcement action is taken against a seller due to misinformation, an appeal request can be made through Seller Central. The platform side will thoroughly investigate the relevant cases and take appropriate corrective measures. Please note that it is the seller’s responsibility to collect and prepare all supporting documents that may be required during the investigation of the case.

Up to two appeals can be made in the same case. The first appeal can be filed within 30 days after the platform implements the measure, and the second appeal within 15 days after the first appeal is dismissed.

If the appeal is successful, the platform will remove any penalties and restore all permissions that were revoked due to misjudgment. The platform will independently handle misjudgment cases in accordance with the spirit of relevant regulations, and the notice issued after the second appeal will be the final decision.