Permitted Marketing Practices

Summary

TikTok removed six permitted marketing practices for collectibles (factual descriptions, randomization explanations, item checklists, pool quantity references, enthusiasm statements, and rarity/age discussion) and replaced them with stricter requirements: mandatory Certificate of Authenticity (COA) from approved third-party authenticators, clear product images, accurate condition documentation, Shop Performance Score (SPS) minimum of 2.5, and proof of authenticity plus condition clarity in listings. Permitted marketing guidance has been eliminated entirely in favor of compliance-focused documentation requirements.

Why it matters

Sellers previously had explicit marketing permission for six standard collectibles practices; removal of this guidance combined with new mandatory COA, third-party authentication, and SPS floor creates enforcement ambiguity and operational friction. Sellers must now obtain expensive third-party certification and maintain strict performance metrics to list collectibles—failure to provide COA or maintain SPS 2.5 could trigger delisting or account restrictions. The loss of permitted marketing language increases risk that normal product descriptions could be misclassified as prohibited claims if they touch on rarity or condition nuance.

Recommended action

Audit all active collectibles listings for COA documentation status; identify non-compliant items and either obtain approved third-party authentication or delist. Review current Shop Performance Score and establish monitoring to maintain SPS ≥ 2.5. Revise collectibles product descriptions to remove enthusiasm, rarity discussion, and edition references; limit descriptions to factual condition and authentication proof. Document all authenticity certifications from approved agencies to evidence compliance before policy enforcement begins.

Affects: Seller, Listing