This guide explains what Brand Authorisation is, how to apply for it, and how to prevent and respond to related violations. Please note that the policies and examples provided here are not exhaustive. TikTok Shop's policies may change periodically. For the latest updates, please visit TikTok Shop Policy Center.

What Is Brand Authorisation and Why Do You Need It?

Brand Authorisation is the process through which sellers request permission to list products from a specific, authorised brand. To qualify, sellers are required to provide proof of ownership or official permission to use the brand's trademark. Products from the brand can only be listed once the seller has received TikTok's formal approval.
This process ensures that:

• Products are authentic
• You, as the seller, are legally allowed to sell the brand
• Trademark rights are protected

All applications are verified against Intellectual Property Organisation Databases including but not limited to the WIPO and UKIPO.

Which Brand Authorisation Applies to You?

When applying for Brand Authorisation, you must choose the correct type of authorisation.
There are four possible options:

1. Trademark Owner
2. 1st Level Authorised Seller (L1 Seller)
3. 2nd Level Authorised Seller (L2 Seller)
4. Proof of Purchase Seller (Selected Sellers Only)

Unsure which applies to you? Use this quick guide:

• Did you create and officially register the trademark yourself? → Trademark Owner
• Did the trademark owner give you direct authorisation? → 1st Level Authorised Seller
  • E.g. Stanley gives your company a Letter of Authorisation directly to sell Stanley tumblers and use the logo
• Did an authorised distributor (L1) give you direct permission (not the trademark owner directly)? → 2nd Level Authorised Seller
  • E.g. An official Stanley distributor gives your company permission to sell Stanley tumblers, but you do not have direct authorisation from Stanley itself
• Did you purchase genuine stock and are reselling it? → Proof of Purchase Seller (Only available to selected sellers)
  

If You’re a Trademark Owner

Select Trademark Owner if:

• You officially registered the trademark
• You hold a valid Trademark Registration Certificate

Required Document

• A copy of your official Trademark Registration Certificate

Important Note

• Each trademark registration can only be used for one Trademark Owner application

Trademark Information You Must Provide

You must enter the details exactly as they appear on your certificate:

• Trademark owner name (exactly as shown)
• Trademark name (exact spelling, spacing, special characters and symbols)
  • If your trademark is only a logo, enter the brand name
• Registration number (this must be the registration number, not the application number)
• Brand name (Must match the brand’s official website, registered trademark, or product packaging; cannot include symbols, URLS, special characters, etc)
• Country/Region of registration
• Registration (filing) date
• Expiry date (usually 10 years from registration date)
• NICE Classification (NCL) category

What Is NICE Classification (NCL)?

NCL is the official category system used to classify goods and services under trademark law. TikTok Shop accepts Classes 1–35. The NCL category can be found in any database (i.e. WIPO) that your trademark is registered in.

If You’re a 1st Level Authorised Seller (L1 Seller)

Select this option if:

• You do not own the trademark
• You were authorised directly by the Trademark Owner

Required Document

• A signed Letter of Authorisation (LOA) or Distribution Letter issued directly by the Trademark Owner

The Letter Must Clearly Show:

• Expiry date of your authorisation
• Trademark name (exactly as registered including numbers, letters, spacing & special characters)
• Trademark registration number
• Country of registration
• Addressed to your Company or Individual Name (as shown in your Seller > Seller Profile > Business Information)
• Signed or endorsed by the brand owner or their proxy, including their first name, last name, and job title

The letter must be true and authentic.

If You’re a 2nd Level Authorised Seller (L2 Seller)

Select this option if:

• You were authorised by a 1st Level Authorised Seller
• You were NOT authorised directly by the Trademark Owner

Required Documents

You must provide BOTH:

1. A signed LOA issued directly from the Trademark Owner to the 1st Level Seller
2. A signed LOA issued directly from the 1st Level Seller to you (the 2nd Level Seller)

Both letters must include:

• Expiry date
• Trademark name (exactly as registered including numbers, letters, spacing & special characters)
• Trademark registration number
• Country of registration
• Signed or endorsed by the brand owner or their proxy, including their first name, last name, and job title
• Addressed to your Company or Individual Name (as shown in your Seller > Seller Profile > Business Information)

Both letters must be true and authentic.

If You’re a Proof of Purchase Seller (Selected Sellers Only)

This option is available only to selected sellers and is determined at the discretion of TikTok Shop.

Required Information

You must provide:

• Registered country/region
• Brand name used to identify the product

(This can differ from the trademark. TikTok Shop accepts proof of purchase only for brands available in the drop-down list.)

• Purchase quantity shown on the submitted proof of purchase
• Purchase date
• Product category
• Invoice or receipt (Proof of Purchase)
• Image of actual product stock that matches the proof of purchase
• 6 clear product images (front, back, top, bottom, left, right)
  • Images must be clear
  • Must be self-taken
  • Must show the actual product
• Supporting documentation (if needed)
  • For example: documents or screenshots from the official website (including the URL) showing that your supplier is an authorised distributor, if the proof of purchase was not issued directly by the brand owner

How to Submit Brand Authorisation

Follow these steps:

1. Log in to Seller Center
2. Go to the Qualification Centre
3. Click Brand Authorisation
4. Select Add Brand Authorisation
5. Choose your correct authorisation type
6. Upload the required documents
7. Complete all trademark details accurately
   
   
   

Frequently Asked Questions (FAQ):

Where to search for trademark information?

Sellers can search for trademark information by accessing UKIPO Database:

• Search through key works (brand name, trademark, or trademark registration Number, etc.)
• Through advanced search and selecting relevant filters
  • Status: Registered
  • Destination Country
  • NICE Classification: Select the category matching your product

Why Was My Brand Authorisation Rejected?

Your application may be rejected if:

• The submitted trademark information does not match WIPO records
• The information does not match your uploaded documents
• The document you've uploaded has expired
• You entered an application number instead of a registration number
• The uploaded document is not an acceptable authorisation document or not correct for the brand authorisation type you're applying for
• You have selected the incorrect level of brand authorisation that applies to you
  • E.g. You have selected an L1 seller but you provide direct registration of the trademark in your name
• Required details are missing (expiry date, registration number, etc.)

To avoid rejection:

• Double-check all spelling, numbers, and dates
• Ensure documents are clear and complete
• Make sure registration numbers match official records exactly

Can I change my brand name after my brand authorisation is approved?

No. Once your application is approved, the brand name is final and cannot be changed.

What Happens If I Receive a Brand Authorisation Violation?

If your application or listings do not comply, you may receive a violation ticket labelled “Brand Authorisation” in Seller Center. You can find this under: Shop Health → Violation Records
If you believe the violation was incorrect, you may appeal the violation by clicking the “Appeal” button.