This TikTok Shop policy update is not only for store operators. Livestream, video, content, customer service and logistics teams all need to align their practices so a small script or return-evidence error does not affect the entire account.
Return Update: 'No Longer Needed' Changes to 'Change of Mind'
When receiving a return with the reason 'Change of Mind', logistics staff should not assess it solely from external images. Before rejecting a return, staff should open the parcel, inspect it and record a complete video of all 6 sides to establish a clear evidence trail.
What should a good evidence video show?
- The tracking number, parcel label and condition of the seal before opening.
- All 6 sides of the parcel, filmed in sufficient light with the necessary information legible.
- The continuous unboxing process, together with the condition of products, accessories and quantities.
- Close-up footage of abnormalities, cross-referenced with order information.
- An internal storage reference to retrieve the correct order video when an appeal is needed.
The option 'The buyer's complaint is incorrect' has been removed. Operations teams need to choose another appeal reason that best matches the actual evidence, with a concise explanation consistent with the submitted videos and images.
Health and Weight Content: Risks Extend Beyond a Single Advertising Statement
Violations may appear in a host's dialogue, on-screen text, cover images, captions, pinned comments, Before & After videos or product descriptions. Therefore, reviews must take place both before filming and before publication.
Four strictly prohibited content categories
- Selling or promoting prohibited medicines, fat-burning teas/creams and hormones.
- Using 'Before and After' images or videos to demonstrate changes in appearance.
- Excessive promises such as losing 10kg/week or guaranteed results within a short period.
- Body shaming, criticizing appearance or creating feelings of shame to drive purchases.
A Safe Editorial Framework for Live and Video
- Begin with the desire for healthy living instead of fears about weight or appearance.
- Only state appropriately substantiated general benefits, such as supporting digestion, immunity or a healthy lifestyle.
- Mention weight loss or muscle gain as secondary benefits, not the main promise.
- Avoid weight figures, rates of change and absolute results unless the platform permits them.
- Add a note: 'Results may vary depending on each person's individual characteristics.'
Suggested Coordination Process for Media and Operations Teams
- Content: review claims, captions and illustrations before finalizing scripts.
- Host/Creator: receive a list of permitted and prohibited statements and guidance for handling sensitive questions.
- Livestream operator: monitor dialogue, on-screen text and pinned comments, and stop content when risks arise.
- Logistics: use videos showing all 6 sides and rules for storing evidence by order code.
- Shop owner: check new notices in Seller Center and update internal SOPs.
Violating content may face reduced distribution, restricted visibility, penalties or account suspension. For an active campaign, the effects can spread from videos to livestreams, the store and creator booking plans.
How does Height Entertainment support brands?
The team can help review livestream scripts, sales videos, creator coordination processes and the connection between content and TikTok Shop operations without excessive claims.
Explore TikTok Shop operations solutions or explore a suitable implementation package.
