TikTok's May 2025 Seller Policy Guide

As TikTok's global e-commerce layout deepens, the platform policy will undergo key adjustments in May , and the costs, operating thresholds and compliance requirements for cross-border sellers will be comprehensively upgraded. This article deeply analyzes the logic of the new regulations in the US and European markets, and provides feasible response strategies to help you avoid risks in advance and seize traffic dividends.

1. Content creation: Tightening of original review and marketing rules

1. Enhanced AI originality recognition

(1) rule:

The video must contain ≥ 30% original material (such as real product shots / real people appearing in the video). Repeated content or secondary editing will result in direct traffic restriction.

(2) New restrictions:

1) It is a violation if AI recognizes sensitive marketing words (free / limited time discount) in subtitles or brand logos occupy more than 5% of the screen .

2) Commercial music requires the purchase of a license from TikTok's commercial music library. Videos using unauthorized material will be muted or removed.

2. Joint Credit Mechanism

Rules: The TikTok platform will include the stores, live broadcast records, etc. associated with the account as a whole in risk assessment. Not only may a single video violation involve other content, bound stores and live broadcast records within the account, but a single account content violation may also cause all other accounts in the store to be restricted.

2. E-commerce sector: threshold increase and cost transfer

1. Soaring costs in the US market

(1) tariff:

Starting from May 2 , a 30% ad valorem tax will be levied on the value of the goods, plus a piece tax ( rising to US$ 50 per piece after June ).

(2) Margin system:

Logistics carriers are required to prepay international transportation deposits. Violators will have their deposits directly deducted and their qualifications suspended.

2. Tightened qualification review

(1) Enterprise Qualification:

Only enterprises from mainland China / Hong Kong (established ≥ 60 days) are allowed to settle in, and individual industrial and commercial households are prohibited.

(2) Category Special Rules:

Health products, e-cigarettes, etc. require proof of shipment from a domestic warehouse in the United States ( FBA/ third-party warehouse).

3. One store in five countries in Europe

(1) Invitation-only:

Sellers on the Spanish site (monthly GMV ≥ 10,000 Euros) can simultaneously sell to Germany, France, Italy, and Ireland.

(2) Logistics restrictions:

Mandatory use of China-Europe air freight (cost is 40% lower than air freight ).

3. Live broadcast section: real-time supervision and behavior restrictions

1. Live broadcast real-name system and content control

(1) Real-name authentication:

The anchor needs to bind the company's business license, and personal accounts are prohibited from promoting cross-border products.

(2) Sensitive behavior monitoring:

If "off-site traffic diversion" (such as displaying a WhatsApp number) appears in the live broadcast room, the live broadcast will be interrupted directly.

2. Standardization of product explanation

(1) Restrictions on speech:

It is prohibited to use absolute expressions such as "best-selling" or "lowest price on the entire network", and the data source must be provided (such as " xx -day repurchase rate xx % ").

(2) Lens requirements:

The close-up image of the product must last ≥ 5 seconds. Rapid switching will result in a judgment of "false advertising".

3. Live broadcast room traffic classification

Violation classification system:

The first violation will result in a 50% demotion , the second violation will result in a 7- day ban on live streaming, and the third violation will result in the store being closed.

IV. Reminder for efficient and compliant operations

1. Account side:

(1) Original content of the account :

Newbies can consider using " real shots + free materials " to pass the review at a low cost, giving priority to categories that are easy to display differentiation (such as custom accessories and handicrafts);

Veterans can use AI tools + personal IP (creating a brand virtual image throughout all videos and live broadcasts) to reduce original production costs and seize the original traffic dividend.

(2) Multi-account anti-association isolation:  

In addition to improving the originality of the content, preventing traffic restrictions also depends on the network to a large extent. It is recommended that account operators use exclusive native IP resources to avoid multiple accounts sharing IP and computer room IP , which can easily lead to account bans. I personally recommend IPFoxy residential proxy, which has enough national native proxy IP options and is suitable for multi-account IP isolation , which can effectively avoid the risk of overall account traffic restrictions or even bans caused by an account operation error.

2. E-commerce side:

(1) Supply Chain Localization :  

(1) Option 1 : Use U.S. overseas warehouses (such as Oriental Global and FBA ) to reduce tariffs and shorten delivery time ( 3-5 days).

(2) Option 2 : Build factories in low-tariff regions such as Vietnam and Mexico, or cooperate with local suppliers.

(2) Category Adjustment :  

Avoid high-tariff-sensitive categories and turn to high-premium goods. 

3. Live broadcast:

(1) Account entity compliance :

Personal accounts need to be upgraded to corporate accounts (submit business license + legal person ID card in the background, review takes 1-3 days).

Live broadcast room real-name authentication: bind the legal person or authorized employee of the enterprise entity (passport / driver's license + face recognition required)

(2) Scripting of the conversation:

Review the live broadcast script in advance, replace the illegal words with actual data and avoid illegal words.

(3) Traffic classification system should address :

Remember to keep the live broadcast recording + script + product qualification file for easy use in violation appeals. It is recommended to use IPFoxy pure residential proxy IP , which can not only prevent live broadcast flow restrictions caused by IP pollution, but also isolate the IPs of multiple live broadcast accounts .

TikTok 's policy adjustment is both a challenge and an opportunity. Compliance, localization, and branding will become the core of future competition. Sellers need to quickly optimize their supply chain and operating model, pay attention to the incremental market in Europe, and establish long-term barriers in the dynamic changes. Only by taking immediate action can sustainable growth be achieved under the compliance framework.