TikTok Shop UK Gambling, Gifting and Surprise-based Product Guidelines
1. Overview
1.1 Introduction
These TikTok Shop Gambling, Gifting and Surprise-based Product Guidelines have been formulated with the express purpose of:- Building a positive shopping environment on TikTok Shop; and
- Providing users with a confident shopping experience.
1.2 Scope
These TikTok Shop Gambling, Gifting and Surprise-based Product Guidelines cover all content and product listings on TikTok Shop UK. They are not exhaustive or intended to act as legal advice. Sellers/creators are responsible for ensuring that the listing, sale and provision of products on TikTok Shop comply at all times with applicable laws and regulations. Sellers/creators must seek independent legal advice if they have questions about any applicable laws and regulations concerning their listings and products.Our TikTok Shop policies and guidelines are updated periodically. Sellers/creators are responsible for checking this page regularly to ensure that they comply with our current policies and guidelines.
2. Gambling (Prohibited)
The conduct and promotion of gambling activities is strictly prohibited on TikTok Shop UK, including on Livestreams and Videos. Gambling-related products, services and paraphernalia are also not allowed to be sold on TikTok Shop UK. These include, but are not limited to:- Roulette and Roulette Game Entry
- Slots/bandits/fruit machines
- Lottery Tickets
- Raffle Tickets
- Sweepstakes
- Claw Machine and Claw Machine Entry
- Oyster Opening Entry
- Betting or pool betting
3. Gamification (Prohibited)
Gamification behaviour typically occurs when the seller utilises elements of gameplay or chance as a buyer engagement technique. Gamification can occur regardless of whether a buyer pays or does not pay to participate in the relevant event. Gamification is strictly prohibited on TikTok Shop UK.Gamification services, behaviours and related activities are not allowed on TikTok Shop UK. Additionally, the use of gamification and games of chance on Livestreams/Short Videos is also prohibited.
These include but are not limited to:
- Lucky Spin
- Lucky Wheel
- Giveaway Entry
- Lucky Scoop
- Lucky Draw
4. Surprise-Based Products (Restricted)
TikTok Shop considers products to be surprise-based if an element of mystery or surprise is an integral part of the product the user is purchasing (i.e. the customer is not certain of the contents of the product until they receive it). Examples include, but are not limited to, Mystery Boxes, Advent Calendars or Golden Eggs.To promote customer safety and better-informed purchases, surprise-based products are restricted on TikTok Shop. Sellers/creators who wish to list Surprise-Based products must comply with the following requirements:
- Surprise-Based Products should not be sold to people under 18.
- Ensure that Surprise-Based Products are not advertised or presented in a way that associates them with gambling, for example by using gambling terminology or imagery (e.g. dice, roulette wheels, playing cards or use of language such as “bet”, “chance” or “lottery”).
- The items within the packaging must comply with the TikTok Shop Restricted and Unsupported Products Guidelines. Certifications, testing reports, product/package images, or other necessary regulatory documents or qualifications required by the platform should be present for each product.
- The seller must include the following information clearly in their listing description:
- Include the nature of surprise-based products in the product title, such as mystery boxes, advent calendars, etc.
- Visual image(s) and written descriptions showing the product(s) the buyer may receive in the surprise-based product including the quantity, category, and description of products the buyer may receive when purchasing the surprise-based product.
- Include details of all the variations (e.g. colours, tastes, flavours, scents, models) of the potential products buyers may receive.
- Written disclosure must indicate the quantity of items the buyer will receive and the overall quantity of different potential items. For instance, buyers will receive a set of 5 products, randomly chosen from a pool of 10 items. It's important to note that this exact quantity should be fixed (in units, pieces, or fixed weight), rather than presented as a range such as 'receive a set of 5 to 8 products'.
- In the case of mystery boxes or bundles, it's important to highlight that the product selection is entirely random and make buyers aware they might receive duplicates either within the same order or across multiple orders.
- The seller must not refer to the items in the Surprise-Based Product either in the listing description or elsewhere as prizes (or a similar term) or suggest that they can be “won”.
- The offered product must also meet the following pricing requirement:
- All surprise-based product(s) must be less than £100.
- The seller must indicate the overall value of the product. Example, all items offered add up to a total value of £100.
- The surprise-based product's listed price must be less than or equal to the current retail price of all items included in the product (i.e. sellers/creators can price a mystery box at £90; however, the total value of the products included inside must be equal to or exceed £90).
Note: Please refer to this article on Surprise-Based Products for further details on the best practices for listing surprise-based products.
5. Free Giveaways
- Sellers/creators may request users to "join their free giveaway" to receive a gift without requiring the user to purchase a product (i.e. "join to win"). Sellers/creators can request users send emojis or raise their hands virtually to participate.
- Sellers/creators may request users to "comment" to receive a gift without requiring the user to purchase a product (i.e. "comment to win").
- Note: Free giveaways must not require the use of gamification. This includes, but is not limited to, wheel spins. These are prohibited under the gamification guidelines under section 3.
5.1 Mandatory Use of TikTok Shop's Gift Tool For Free Giveaways
Where available, sellers/creators must use TikTok Shop's Gift Tool For Free Giveaways. The Gift Tool is a platform function that facilitates free giveaways between sellers/creators and users. It also assists with the tracking the distribution of free gift(s) that are sent to users.The Gift Tool has the following features:
- Sellers/creators can pre-set the number of winners and how many items each user can win.
- Sellers/creators can list a maximum of 100 items per Stock Keeping Unit (SKU).
- Sellers/creators can pre-set the comment that needs to be entered by the user to participate in giveaways.
5.1.1 Use of TikTok Shop's Gift Tool
There are two main types of giveaway scenarios that are currently supported on the Gift Tool. "Join to Win" Countdown Giveaways and "Comment to Win" Countdown free giveaways.- "Join to Win" Countdown Free Giveaways
- "Join to Win" Countdown Giveaways refers to a method of entering a seller/creator's giveaway by joining their Livestream. The Gift Tool enables sellers/creators who offer "Join to Win" Countdown Giveaways to users to set a fixed time period or "countdown" before the tool automatically and randomly selects the winner(s).
- For "Join to Win" Countdown Giveaways, the tool operates as follows:
- Users enter the Live room and click on the Giveaway Icon.
- Users may then select "Join" to enter the giveaway.
- Users are then able to watch the Livestream until the end of the countdown.
- After the countdown finishes, the giveaway results will appear through a pop-up window in the Livestream.
- Users who win will receive a TikTok Shop Inbox Notification and an in-app Push Notification, inviting them to fill out their addresses to redeem the free gift.
- Winners can check the shipping status of their free gift under "Giveaway winnings" in the "Order Centre" section of their TikTok app.
- "Comment to Win" Countdown Free Giveaways
- "Comment to Win" Countdown Giveaways refer to a method of entering a seller/creator's giveaway by commenting on their Livestream. The Gift Tool enables sellers/creators who offer "Comment to Win" Countdown Giveaways to users to set a fixed period or "countdown" before the tool automatically and randomly selects the winner(s).
- For "Join to Win" Countdown Giveaways, the tool operates as follows:
- Users enter the Live room and click on the Giveaway Icon.
- Users may then select "Comment to Join" to enter the giveaway.
- Users are then able to watch the Livestream until the end of the countdown.
- After the countdown finishes, the giveaway results will appear through a pop-up window in the Livestream.
- Users who win will receive a TikTok Shop Inbox Notification and an in-app Push Notification, inviting them to fill out their addresses to redeem the free gift.
- Winners can check the shipping status of their free gift under "Giveaway winnings" in the "Order Centre" section of their TikTok app.
5.1.2 Revocation of Gift Tool Use
Sellers/creators who do not dispatch giveaway gifts to winners according to the standard Service Level Agreement (SLA) outlined in our Customer Order Shipping Guidelines will have their access to the Gift Tool removed.5.2 Instances where the Gift Tool is not available
If a seller or creator is unable to access the Gift Tool, they must abide by all applicable laws and regulations, and the requirements stipulated in this policy when providing giveaways to users. They must also meet all the following criteria:- The product or item in the giveaway must be free to users
.(i.e.,it must be explicitly stated that there is no financial cost for the user to participate.) and must be awarded within 30 days of the giveaway. - The giveaway must be conducted fairly, responsibly and promptly.
- Sellers/creators must avoid unnecessarily disappointing entrants or potential entrants, and they must be honest when advertising the giveaway (i.e. they should not imply consumers have reached an advanced stage of the contest if they haven’t).
- Where the winner is chosen by random selection, sellers/creators must ensure that gifts/prizes are awarded in accordance with the laws of chance and, unless winners are selected by a computer process that produces verifiably random results, by an independent person, or under the supervision of an independent person.
- The giveaway item's maximum value must be less than or equal to £20.
- Where the winner is chosen based on subjective interpretation (e.g. the funniest joke wins), sellers/creators must choose the winner(s) using an independent judge, or a panel that includes one independent member.
- The giveaway can not be cash or alcohol.
- The terms of giveaway must be explicitly stated in the product listing or content. These include:
- The number of winners and gifts/prizes
- A description of the gifts/prizes
- Any restrictions to entry (e.g. 18+, UK resident)
- Seller/creator’s name and address
- The method to claim the giveaway
- How the selection of winners is to be made
- Start and closing dates and times
- Anything else that might affect a consumer’s decision to enter (or not)
- Sellers must take care over communicating the distinction between prizes and gifts. If the item is to be offered to a significant proportion of participants, it must be described as a ‘gift’. If an item is only offered to a small minority of participants, it must be described as a ‘prize’. If both gifts and prizes are involved, the distinction must be made clearly.
6. Purchase-Based Incentives
Purchase-based incentives include instances when the user is eligible for a free gift(s) as a result of purchasing a product, but there is no gamification or elements of gambling involved (such as a wheel spin or a lucky draw).TikTok Shop UK allows purchase-based incentives in the following scenarios:
- Buy one, get one free (i.e. users can purchase an item and receive the same additional item for free)
- Buy one, get one or several item(s) free (i.e. users can purchase an item and receive different item(s) for free)
6.1 Mandatory Use of TikTok Shop's Gift with Purchase Tool for Purchase-based Incentives
Where available, sellers/creators must use TikTok Shop's Gift with Purchase Tool for purchase-based incentives. The Gift with Purchase Tool is a platform function that facilitates purchase-based incentives for sellers/creators. It also assists with the traceability of incentive(s) that are offered to users.Important Note: The Gift with Purchase Tool currently only supports the "Buy one, get one of several items(s) free" scenario. It also requires that the total value of the free item(s) does not exceed the price of the purchased product.
6.2 Instances Where The Gift With Purchase Tool Does Not Apply
Where a seller or creator is unable to access the Gift with Purchase Tool or intends to use "Buy one, get one free", they must abide by all applicable local laws and regulations, and all the requirements stipulated in this policy when providing purchase-based incentives to users. They must also ensure that:- The incentive(s) is listed in either product title, product image or product description
- Sellers/creators must avoid unnecessarily disappointing entrants or potential entrants, and they must be honest when advertising the promotion.
- In particular, sellers/creators must ensure they have considered the likely response to the promotion, and that they have adequate stocks available.
- The promotion must be conducted fairly, responsibly and promptly.
- Terms of the purchase-based incentive must be explicitly stated on Livestreams and videos, and must include:
- How to obtain the free item
- Confirmation that the free item will be the same as the purchased item
- Any restrictions to entry (e.g. 18+, UK resident)
- Seller/creator’s name and address
- Start and closing dates and times
- Anything else that might affect a consumer’s decision to enter (or not)
- The incentive can not be cash, gift cards or alcohol.
- The gift or free item should not be referred to as a prize.
7. Surprise Sets
A Surprise Set is a type of auction product offering where the exact item(s) a customer purchases are revealed after the auction ends. Accessing this feature is limited to eligible sellers.7.1 Seller Requirements
Sellers must ensure the following:- Products must be listed under the Collectibles category. Only sealed trading cards are allowed, and products within the set must be from the same brand.
- All items in a set are:
- Manufacturer-sealed
- In original packaging
- Unmodified
- From the same collectibles sub-category (for example, sport trading cards and non-sport trading cards may not be mixed)
- Each set has a maximum bidding cap of £500.
- Within each surprise set, the value ratio between the lowest-value and highest-value items must not exceed 1:10 (minimum value : maximum value).
- Pricing Limits:
- Collectibles: Maximum bidding price £500 of per set
- All items in the set have similar reasonably equivalent and predisclosed retail or market value to ensure fairness
- Surprise Sets must not include disproportionate value variance which create a prize-oriented or jackpot-style experience. For example, collectibles which have a significantly different rarity and value.
- Every set must contain items worth at least the specified minimum value based on the buy-in price or the entry-bid
7.2 Listing and LIVE Display Requirements
When creating and promoting a Surprise Set, sellers must:- Use a clear and accurate product title that explains what customers may receive
- List the probability of each possible item included in the set
- Sellers must clearly display the probability or quantity distribution of each item in the listing and throughout the LIVE session
- Select the correct Collectibles category and sub-category
- Provide accurate product dimensions, where applicable
- Use the official TikTok randomization tool for all Surprise Set reveals
- Sellers must display all items in inventory on camera before and during Surprise Sets and and must not swap or remove items off-camera.
- Sellers must clearly disclose that every successful purchase will mean the customer will receive a product from the disclosed item list.
- TikTok Shop reserves the right to remove seller or creator access based on risk, compliance, or safety signals
7.3 Prohibited Claims
For product listings and LIVE content, sellers must not use misleading, prize-like, or value-based claims when offering Surprise Sets. This includes, but is not limited to: Monetary value claims- Any guaranteed, implied, or comparative value, including:
- Minimum or maximum values (for example, “floor of £X,” “ceiling of £X”)
- Value ranges or averages (for example, “between £X and £X,” “average value £X”)
- Upside framing (for example, “worth up to £X”)
- References to external pricing or valuation, including:
- Market prices or recent sales (for example, “market price is £X,” “last sold for £X,” “based on comps”)
- Grading- or authentication-based value (for example, “PSA 10 chase,” “certified worth £X”)
- Framing that suggests winnings or chance-based rewards, such as:
- “Grand prize,” “jackpot,” “golden ticket”
- Claims or implications that items:
- Will increase in value
- Will retain value
- Should be treated as an investment
- Exaggerated or unverifiable rarity or urgency, including:
- “Once-in-a-lifetime,” “you’ll never see this again”
7.4 Permitted Marketing Practices
Sellers are recommended to:- Describe items factually (for example, brand, type, condition, features)
- Explain the randomization and reveal process
- Show the physical checklist of items included in the Surprise Set
- Reference the total quantity of items in the pool
- Express general enthusiasm about variety or selection
- Discuss non-monetary attributes such as production rarity, age, or edition information
7.5 Customer Purchase Limits
- All customers must be over 18.
- Customers with fewer than 25 lifetime orders may purchase up to 8 Card Break items per day.
- Customers who purchase 20 or more Card Break items in a day will have a 15-minute cool-off period before they can make additional purchases.
7.6 Where to Access Surprise Sets
Sellers have a couple of pathways to access this feature: From Seller Center- Go to Manage Products
- Click Add New Product
- Select Create Surprise Set
- Schedule an event and select Go LIVE
- Go to the Surprise Set tab, or
- Select Auctions, then click Create Surprise Set
7.7 Prohibited Marketing Claims for Breaks
- Floor and Ceiling Value Claims
- Minimum values (e.g., “floor of £50,” “nothing less than…,” “minimum value guaranteed,” “there are no duds in this set”)
- Maximum values (e.g., “ceiling of £100,” “worth up to…,” “potential value of…”)
- Average or expected values (e.g., “average value £50,” “typical outcome is…”)
- Value ranges (e.g., “£10–£100 range,” “between X and Y”)
- Scarcity and Opportunity Framing
- Extremely rare or once-in-a-lifetime opportunities (e.g., “you’ll never see this again,” “rarest item available,” “one-of-a-kind chance,” “golden ticket”)
- Prize-like acquisitions (e.g., “win the prize,” “grand prize item,” “jackpot card”)
- Investment opportunities (e.g., “investment piece,” “will appreciate,” “hold value”)
- Limited-availability claims that exaggerate rarity or exclusivity
7.8 Requirements for Breaks
These requirements apply to break listings, specifically those sold through live auctions or streaming events. Each listing must meet the following requirements to be eligible for sale.- Product Category
- Product Title
- Allowed Examples:
- Live Auction Sports Trading Cards
- Cards on the Screen – Mystery Pack Break
- Product Description
- You must include:
- The card type or category
- Examples: sports, non-sport
- A general explanation of how the break works
- Example: “Participants will receive cards pulled live based on selected energy type.”
- The card type or category
- Optional, but encouraged:
- Mention general contents if known (teams, players, themes, styles, certification info)
- Example: “This autographed bat is certified by Beckett, Fanatics, or JSA.”
- Example: “Cards may include rookies and legends from major sports leagues.”
- Mention general contents if known (teams, players, themes, styles, certification info)
- Product Images
- You may include:
- Company or brand logos
- Images of sealed products or break formats
- Themed graphics that represent the type of break
- You do not need to include:
- Photos of each individual card or item shown during the break
- Full inventory breakdowns
- Break Fulfillment Requirements
- Every customer must receive at least one product for every break purchase.
8. Enforcement Actions and Appeal
TikTok Shop periodically reviews the content and product listings of all sellers and creators on our platform. Sellers/creators or creators who are deemed to have violated these guidelines will have enforcement actions taken against them in accordance with our TikTok Shop Seller Performance Evaluation Policy, Creator Performance Evaluation Policy and Merchant Terms of Service. Sellers/creators should note that repeated offences will result in increased enforcement actions.A non-exhaustive list of the actions we may take are as follows:
- Removing the product from the platform
- Removing or blocking content
- Formal warning messages
- Suspension of creator/seller privileges
- Temporary or permanent withdrawal of creator/seller benefits
- Reporting the creator/seller to the relevant regulatory authorities for prosecution
- Seller Centre > Account Health > Shop Health > Violation Records.