TikTok Shop launches new perks for sellers with trademark registrations
If you sell products on TikTok Shop, or you're planning to, your trademark registration may be worth more than you think. TikTok has been building out an infrastructure of perks and protections for brand owners with verified trademark rights, and last month it took that a step further with the launch of a brand new program. Here's what's changed and what it means for your brand.
Entertainment purposes aside, TikTok is no longer a mere content platform - it’s now a powerhouse of a shopping platform, bringing in $Billions of dollars for brand owners who sell their products through TikTok shop. But with so many brands now selling on TikTok Shop and rampant counterfeit concerns from imposter brands, the app in recent weeks has tightened up its approach to help TikTok Shop brand owners protect their brand from counterfeit sellers.
Last month, TikTok launched TikTok Real a global intellectual property protection program within TikTok Shop's Intellectual Property Protection Center (IPPC). The program is designed to help brand owners who sell on their platform verify their trademark rights, monitor suspicious listings, and streamline the removal of infringing or counterfeit products sold on the platform.
To put the problem in perspective, TikTok has reportedly rejected or removed over 70 million product listings for intellectual property violations in recent reporting periods. There was also a recently publicized arrest of counterfeit brand sellers on TikTok Shop. Given the scale of the problem, stronger brand protection tools were inevitable.
TikTok Real sits on top of a broader infrastructure that brand owners can access on the platform today. The common thread across these programs is trademark ownership. TikTok is increasingly relying on trademark verified Sellers when determining who can represent a brand that sells products through TikTok shop, and who can get access to different Seller perks.
To achieve official brand recognition on the platform, TikTok typically requires submission of a registered trademark certificate, or documentation showing that you're an authorized seller of the trademark owner. Once a brand achieves official recognition on TikTok Shop they get a range of great perks:
Their TikTok Shop listings will be more stable Authorized brand sellers are less likely to have products removed or restricted due to enforcement issues tied to unauthorized selling.
They get an Official Shop identification Verified brand stores can receive an official badge that helps customers distinguish between the brand and third party resellers. This improves trust and visibility within search and recommendations.
They get Seller authorization control Trademark owners are placed in a position where they can approve or revoke which sellers are allowed to distribute their products on the platform. This helps maintain consistency across listings.
They can fast-track their onboarding New sellers normally go through a probation period before gaining full platform access. Brands that provide trademark documentation may be able to move through this process more quickly.
Stronger Counterfeit Enforcement Rights Registered trademark owners have clearer standing to report infringing listings and request removal of counterfeit products through TikTok's enforcement channels. What this shows is that the value of owning a trademark registration today extends beyond traditional legal protection.
Legally, trademark ownership defines the rights to a brand.
Practically, digital platforms like TikTok are increasingly adapting how those rights are applied at scale, including who is recognized as the official brand, who can sell under that name, and how enforcement is handled within their ecosystem. TikTok is one example within a broader shift in how social commerce is being structured to optimize for brands with registered trademarks.
If you're building a brand or preparing to launch one, securing trademark protection early can save you significant headaches and put you in a stronger position as new opportunities emerge across social commerce platforms. For more than 15 years our law firm has helped founders, emerging brands and growing businesses secure and protect their trademarks. If you need help with filing a trademark or want to better understand how the process works, we'd be happy to support.
Contact us to schedule a free trademark consultation