Ayesha KhanWith over 61% of TikTok users already shopping directly through the app, TikTok Shop has become one of the most powerful platforms for brands looking to sell online
Yet, this opportunity comes with strict oversight. TikTok operates under a rigorous compliance system where every seller’s visibility and performance depend on adherence to policy rules and operational standards. Even a single violation can trigger penalties or suspension, putting your brand’s growth and reputation at risk.
In this blog, you’ll learn how to protect your TikTok Shop brand from suspensions and policy violations. We’ll break down how the Account Health Rating (AHR) system works, the most common pitfalls sellers face, and the practical steps you can take to maintain strong account health, safeguard visibility, and build long-term trust with the platform.
How TikTok’s Account Health Rating (AHR) Really Works
TikTok Shop uses a point-based system to track how well sellers are following its policies and maintaining performance standards. This system is called the Account Health Rating (AHR), and it directly affects your shop’s visibility, credibility, and access to platform benefits.
To stay in good standing, you need to maintain a Shop Performance Score (SPS) of at least 2.5. But if you want to stand out and gain extra exposure, aim higher, sellers with a score above 4.0 enjoy better reach and additional perks from the platform.
How Violation Points Work
Every policy violation deducts points from your account. These points add up and trigger different enforcement levels once certain thresholds are reached (150, 100, 50, and 0). The more severe the violation or the lower your score drops, the stricter the penalties become, from temporary restrictions to permanent suspensions.
To help sellers recover from minor mistakes, TikTok offers a policy quiz feature. Passing these quizzes can restore some points or shorten the duration of penalties. Think of it as a chance to correct courses through learning rather than punishment.
Why Continuous Policy Learning Matters
Staying compliant isn’t just about avoiding penalties, it’s about protecting your shop’s long-term success. Regularly reviewing TikTok’s policy updates and training your team keeps everyone alert and reduces the risk of costly errors. In short, the more your team understands the rules, the more financially resilient your business becomes when unexpected issues arise.
What are Zero-Tolerance Violations and Seller Evasion
Some actions on TikTok Shop cross a line that can’t be walked back. These are zero-tolerance violations, activities that harm users, mislead customers, or show clear intent to deceive the platform.
What Falls Under Zero Tolerance
TikTok permanently bans any seller involved in creating, promoting, or distributing harmful or illegal content, such as Child Sexual Abuse Materials (CSAM), grooming, or any form of child exploitation. There’s no second chance for these actions, the platform acts immediately to protect its community.
Attempts to Evade Policies
TikTok also treats evasion as a serious offense. Trying to bypass platform rules, for example, by intentionally misspelling restricted keywords, blurring trademarks, or disguising prohibited items, signals bad faith. Even small deceptive tactics can escalate a minor issue into a major one.
For TikTok, how you sell matters as much as what you sell. Transparency builds trust with both the platform and your buyers. So, rather than trying to work around the system, stay informed and operate above board, it’s the safest and most profitable way forward.
While zero-tolerance violations are rare but severe, most sellers face issues that stem from product integrity and intellectual property misunderstandings. Let’s look at how to keep your listings fully compliant
How to Protect Your Brand with Product and Content 100% Compliance
Most account warnings on TikTok Shop come from one core issue, misunderstanding how product integrity and intellectual property (IP) policies work. Staying compliant isn’t only about avoiding penalties; it’s about building trust with customers and keeping your shop visible on the platform.
Your First Line of Defense: Intellectual Property (IP) Compliance
TikTok Shop takes a zero-tolerance approach toward counterfeit or infringing products. Sellers are expected to carefully review everything tied to their listings, from product pages to marketing videos and live streams, to make sure no third-party IP is being used without authorization. A single unauthorized image, logo, or word can trigger enforcement actions and lower your account’s health rating.
Counterfeits vs. Knockoffs: What’s the Difference?
Many sellers confuse these two, but TikTok doesn’t.
- Counterfeits are products that copy a registered trademark or logo without permission, used on the same class of goods. Selling them leads to immediate product removal and strict penalties.
- Knockoffs (Copycats) might look slightly different but still mimic the design or branding of a real product. Even if you think a “small change” keeps you safe, it doesn’t. TikTok treats these items as policy violations too. The rule is simple: your product must be original in both design and branding.
The Hidden Risks of Implied Infringement
TikTok’s enforcement goes deeper than obvious counterfeits. Even implying that your product is a “dupe” or “fake” can get your listing taken down. The platform forbids using words like “inspired by,” “replica,” or “knockoff” anywhere in your product title, description, or visuals.
TikTok also detects subtle evasion attempts. For example, blurring or hiding logos in product photos signals that the seller might be covering up an infringement risk. This behavior can lead to high-severity penalties because it’s treated as an attempt to deceive the system rather than a simple mistake.
Here’s a quick summary of the IP risk landscape:
| Violation Type | Definition/Scope | Policy Severity | How to Stay Safe |
| Counterfeit | Using a registered trademark or logo without authorization | Zero tolerance, immediate removal, and heavy penalties | Always have brand authorization and keep invoices |
| Knockoff / Copycat | Mimicking logo or product design | Strictly prohibited; product removal | Create original products and branding |
| Unauthorized Use | Showing brand names or logos in content | Content takedown and enforcement points | Avoid words like “dupe” or “fake” |
| Evasion Tactics | Blurring logos or hiding branding | High-severity penalties | Be transparent and accurate in your listings |
Listing Accuracy Matters More Than Ever
TikTok expects your listings to be clear, detailed, and truthful. Even small mistakes in descriptions or missing details can count as policy violations.
Every product page must include:
- A precise title and description
- The correct brand name
- Clear images and variations (like size or color)
- Any legal warnings such as California’s Proposition 65
Read our detailed how to write TikTok Shop Product Listing Title To Get Sales
Visual Content Rules You Can’t Ignore
TikTok enforces strict image standards to keep the marketplace consistent and easy to moderate:
- Pure White Background: Your main product image must be on a clean white background.
- High Resolution: Minimum size is 600×600 pixels, and images must clearly show the real item.
- No Overlays or Logos: Don’t add watermarks, text, or graphics to your product photos.
These visual rules are designed to promote transparency and protect buyers from misleading visuals. Instead of relying on flashy images, TikTok wants sellers to focus on accurate written descriptions that tell the full story of the product.
What You Can (and Can’t) Sell on TikTok Shop
If you’re selling on TikTok Shop, knowing what you can and can’t list is one of the most important parts of staying compliant. Many sellers get flagged or suspended not because they mean to break the rules, but because they don’t fully understand the difference between prohibited and restricted products.
Prohibited products are completely banned from the platform. Restricted products, on the other hand, can be sold only under strict conditions or with special approval. Mixing up the two can cost you your account health or worse, get your shop suspended.
Products That Are Always Off-Limits
TikTok keeps a hard line when it comes to public safety and legal compliance. The following items are never allowed:
- Alcohol, tobacco, e-cigarettes, or drug-related items
- Weapons such as firearms, ammunition, or explosives
- Counterfeit or fake goods
- Hazardous materials and human body parts
- Tools used for theft or lock picking
- Certain financial products or homemade food items
If you’re unsure about a product’s status, always check TikTok’s latest Prohibited Products Policy before uploading it. Even one listing in a banned category can trigger serious penalties.
The Risk Zones: Wellness, Beauty, and Food
Some industries face tighter regulations because they deal with people’s health and safety. Sellers in these areas need to be especially careful.
Beauty and Personal Care
TikTok has strict limits on what beauty products can be sold.
- Medical-use cosmetics (like those meant only for professional use) are prohibited unless you have special authorization.
- Any items under FDA recall or alert are banned.
- Products that bleach, lighten, or whiten skin are not allowed at all, but items that even skin tone or enhance brightness are fine.
- CBD-based topicals, such as creams or serums, are banned on the U.S. version of TikTok Shop.
Supplements and Wellness Products
This is one of the most heavily monitored categories. TikTok removes anything that makes unverified or misleading health claims, including:
- Steroids or testosterone boosters
- Herbal or homeopathic medicines without licensing
- Any supplement claiming to “cure,” “treat,” or “heal” a condition
If you mention health benefits in your listings, they must be factual and backed by credible sources. Overpromising results or using medical language without approval can lead to instant takedowns.
Health Claims and Responsible Marketing
TikTok takes a strong stance on responsible advertising, especially when it comes to body image and health. Sellers cannot:
- Post before-and-after photos for weight loss
- Use personal weight-loss testimonials
- Claim a product treats obesity or causes rapid fat loss
- Promote unhealthy body standards
This rule isn’t just about compliance, it’s about protecting users from misleading or harmful content. If your product touches on health or beauty, your content should be honest, factual, and sensitive to the audience.
Food and Consumables
TikTok applies U.S. food safety standards strictly. The following are not allowed:
- Baby formula or any prepackaged food for children under 3
- Unlabeled or homemade food products
- Imported foods not properly packaged or compliant with U.S. labeling laws
Every food listing must clearly display ingredients, usage instructions, and allergies or warnings. Incomplete or inaccurate labeling counts as a violation, even if unintentional.
Why It Matters
Restricted categories can feel like a minefield, but understanding them is the key to keeping your business stable. Every compliant product listing builds trust, both with TikTok’s algorithm and your customers. Staying proactive with regular audits and policy checks helps you avoid unnecessary penalties and ensures your shop stays visible and operational.
How to Stay Safe from Fulfillment-Related Penalties
Even if your listings are perfect and your products follow every rule, poor fulfillment performance can still hurt your TikTok Shop account. The platform keeps a close eye on how sellers handle orders, and those numbers directly affect your Account Health Rating (AHR).
If your performance drops too low, TikTok doesn’t just send a warning, it deducts points, restricts visibility, and may even suspend your account. That’s why meeting your fulfillment KPIs isn’t optional; it’s what keeps your business running.
The Four Metrics That Can Make or Break Your Account
TikTok Shop measures seller performance using four key metrics. Each one has a strict threshold, and missing them triggers penalties fast.
| Metric | Full Name | Required Target | If You Miss the Target |
| LDR | Late Dispatch Rate | ≤ 4% | Violation points, lower visibility, and possible account restrictions |
| SFCR | Seller Fault Cancellation Rate | ≤ 2.5% | Penalties, inventory loss, and suspension risk |
| VTR | Valid Tracking Rate (Seller Shipping) | ≥ 95% | Enforcement actions and reduced visibility |
| SPS | Shop Performance Score | Keep above 2.5 (Aim for 4.0+) | Impacts visibility, AHR score, and eligibility for seller programs |
Let’s break down what each one really means for your shop.
1. Late Dispatch Rate (LDR)
This measures how often your orders are shipped after the expected dispatch time. If your LDR exceeds 4%, TikTok will start deducting points. Even small delays add up quickly. Always upload a valid tracking number before your dispatch Service Level Agreement (SLA) ends to stay compliant.
2. Seller Fault Cancellation Rate (SFCR)
This one’s tough, and it’s where many sellers slip up. Your SFCR must stay under 2.5%, meaning only a tiny fraction of your orders can be canceled due to your own errors. Cancellations caused by stockouts, fulfillment mistakes, or miscommunication count against you. If you’re running a high-volume store, even a few missed orders can push you into the penalty range fast.
3. Valid Tracking Rate (VTR)
If you handle your own shipping, TikTok expects you to provide accurate tracking numbers for at least 95% of orders. This ensures customers can see where their packages are, and that your shop maintains transparency. Most violations here happen due to data entry errors, like missing courier names or wrong tracking IDs in Seller Center.
4. Shop Performance Score (SPS)
Your SPS is your overall performance rating. Keep it above 2.5 to stay safe, but top sellers aim for 4.0 or higher to unlock better visibility, faster payouts, and access to promotional programs.
Smart Solution: Use Fulfilled by TikTok (FBT)
If you’re struggling to meet those tough shipping metrics, Fulfilled by TikTok (FBT) can be a game-changer. When TikTok handles your storage, packing, and delivery, your orders are exempt from LDR and VTR calculations.
That means fewer risks, fewer penalties, and more time to focus on growing your business instead of fighting logistics fires. Many successful sellers switch to FBT once their order volume starts increasing, it’s a simple way to stay compliant and protect your account health.
Once you’ve stabilized your fulfillment performance, the next step is to make sure every part of your workflow is consistent and documented. That’s where SOPs come in.
How SOPs and Checklists Keep Your Brand Safe
If you’re running a growing TikTok Shop, you already know things move fast. When sales increase, mistakes become easier to make, and those small errors can quickly lead to compliance violations. That’s why depending on memory or ad-hoc routines isn’t enough. You need clear, written systems that guide every part of your shop’s operations.
Why You Need Standard Operating Procedures (SOPs)
Think of SOPs as your team’s instruction manual. They document every recurring process, from uploading listings to order fulfillment, so tasks are done the same way every time — no confusion, no shortcuts. A solid SOP helps you:
- Train new team members quickly
- Keep your listings and logistics consistent
- Avoid repetitive mistakes that trigger violations
A good SOP should outline the purpose of each task, use simple step-by-step instructions, include visuals where needed, and get reviewed often to stay relevant.
But here’s the hidden benefit many sellers overlook: SOPs can protect you during violation appeals. For instance, if your listing gets flagged for missing documentation, your SOP might already include a step that saves brand authorization letters or product test reports. That means you’ll have solid proof ready when you need to appeal an enforcement error.
Turning SOPs Into Action: Use Compliance Checklists
Documentation is great, but what really keeps your brand safe is turning it into daily habits. That’s where compliance checklists come in. These quick, repeatable lists help your team double-check everything before it causes a policy issue.
Pre-Listing Policy Compliance Checklist
Before hitting “Publish,” make sure every product passes these checks:
- Trademark or IP documentation is secured for all branded items
- Main image meets TikTok standards: white background, at least 600×600 pixels, no text or logos
- All legal warnings and disclosures (like California Prop 65) are included
- Product doesn’t belong to restricted categories such as CBD, skin bleaching items, or unlicensed supplements
- Claims are realistic, no medical, health, or weight loss promises without proper approval
Daily Fulfillment Operations Checklist
Once your listings are live, consistency keeps your Account Health Rating (AHR) high:
- Reconcile inventory daily to prevent overselling
- Process all new orders immediately to meet dispatch timelines
- Double-check that tracking IDs and shipping details are accurate for VTR compliance
- Monitor your Shop Health page every day for violation alerts so you can respond fast
How TikTok Shop Agency Partnerships Help You Stay Compliant
As your TikTok Shop grows, staying compliant becomes more than a checklist, it’s a full-time job. Policies change, enforcement gets stricter, and one missed update can lead to costly suspensions. That’s why many sellers turn to TikTok Shop Partner Agencies like Tiksly.
We help brands shift from reacting to violations to proactively managing compliance, freeing your team to focus on growth instead of dealing with penalties. Here’s how we help you succeed:
1. Policy Monitoring and Expert Consultation
We stay in constant contact with TikTok’s Legal, Compliance, and Category Specialists, to keep you ahead of every policy change. Instead of scrambling after an update, your brand gets early guidance and the right actions to take before new rules roll out.
2. System Audits for Better Sync
Technical misalignments between your Seller Center, warehouse, or 3PL systems can quietly damage your account health. Our audits catch these issues early, making sure your backend operations and fulfillment are fully in sync with TikTok’s requirements.
For sellers using our consignment service, we also help manage stock flow, tracking, and timely dispatch to maintain smooth order fulfillment and compliance accuracy.
3. Operational Optimization and Real ROI
At Tiksly, we don’t just fix compliance issues, we turn them into growth opportunities. Our consignment service plays a key role here, helping sellers streamline inventory and fulfillment while staying fully aligned with TikTok’s logistics standards.
In one case, we helped a near-closed TikTok Shop recover its account health and generate $8,000 in sales within a month through improved operations and compliance management. Read the full case study here.
What to Do If You Get a Violation on TikTok Shop
Even with careful planning, violations can happen. What matters is how fast and effectively you respond. The TikTok Shop appeal process is strict and time-sensitive, so you need a clear plan to follow.
Step 1: Act Fast and Stay Within the Timeline
Once you receive a violation notice, head straight to your Account Health Rating page in the Seller Center.
- Click View & Appeal to start your case.
- Submit your appeal within 30 calendar days of the notice.
- If your first appeal is denied, you can submit a second one within 15 days after the initial decision.
Step 2: Back Your Appeal with Strong Evidence
TikTok reviews appeals based entirely on proof, not opinion. That means simply saying “this is a mistake” won’t work. Your goal is to show clear evidence that the enforcement was incorrect.
Prepare the following:
- A detailed explanation of why the action was wrong (keep it factual and concise)
- Supporting evidence like brand authorization letters, invoices, fulfillment records, or lab test reports
- Any extra documents TikTok specifically requests during the review
Having these ready is much easier when your team already follows documented SOPs. Every file, every proof you save daily becomes your defense when an unexpected violation appears.
Compliance might sound complex, but every strong TikTok brand shares one pattern: they manage risk before it turns into penalties. Whether it’s through smart systems or expert partnerships, consistency is what keeps them growing
Wrapping Up
Compliance isn’t only about avoiding penalties. It’s about running your TikTok Shop like a business that’s built to last. Keeping your Late Dispatch Rate under 4%, your Seller Fault Cancellation Rate below 2.5%, and protecting your IP builds trust and signals professionalism.
Long-term success comes from proactive habits, clear SOPs, daily compliance checks, and staying updated on policies. These simple steps turn compliance into an advantage, leading to faster approvals, higher ad performance, and stronger customer trust.
Your Account Health Rating (AHR) is more than a number, it’s the heartbeat of your TikTok Shop. The higher it stays, the stronger your visibility, sales, and brand credibility.
Tiksly offers complete TikTok Shop management and compliance services to help sellers stay protected, compliant, and ready to grow.
Ready to take control of your account health?
Book a free 1:1 consultation with our experts and start turning compliance into growth.
