Overview

• This TikTok Shop UK Customer Service Policy (hereafter referred to as "this Policy") contains the rules that Sellers must comply with when communicating with a Customer on TikTok Shop.
• This Policy applies to all communications sent by a Seller to a Customer via the Buyer Messages Feature in the Seller Center, or any other communication channel available to Sellers on TikTok Shop.
• This Policy applies to Sellers.
• All references to TikTok Shop in this Policy are references to TikTok Shop UK.
• This Policy is not exhaustive, and Sellers are solely responsible for ensuring they comply with all applicable laws and regulations, all TikTok Shop UK Policies, the TikTok Shop UK Seller Terms of Service, the TikTok Shop UK Terms of Use, the TikTok Shop UK Seller Terms of Sale, and the TikTok Community Guidelines. Sellers may wish to seek independent legal advice if they have questions about the laws and regulations concerning their practices.
• Our TikTok Shop policies are updated periodically. We will generally notify you in advance of any changes to this Policy. Please see the TikTok Shop UK Seller Terms of Service for details of how we may make changes to our terms and policies. Sellers are responsible for checking this page regularly to ensure they comply with our Policy.
• TikTok Shop reserves the right to take enforcement action as set out in the TikTok Shop UK Seller Performance Evaluation Policy and TikTok Shop UK Seller Terms of Service against Sellers who breach this Policy.

Definitions

Defined terms in this Policy have the following meaning:

• 24-Hour Response Rate refers to the percentage of messages received by the Seller on the Buyer Messages Feature , which the Seller responded to within 24 hours. Auto-reply responses and FAQ responses will not be considered responses impacting the 24-Hour Response Rate. If TikTok Shop's customer service team assists the Seller by first responding to a Customer's query, this will also not impact the 24-Hour Response Rate. Only Customer-initiated conversations will be included in the response rate calculation. More information on the 24-Hour Response Rate can be found here.
• Buyer Messages Feature refers to the dedicated TikTok Shop messaging system in the Seller Center through which Customers and Sellers can communicate. This is also known as the Customer Service Chat feature.
• Customer refers to an individual who has purchased a product from a Seller on TikTok Shop.
• Seller refers to a third-party trader on TikTok Shop.
• Seller's Customer Service Performance refers to the 24-Hour Response Rate and any behaviour that is not in line with Section 5 below (Communication Guidelines) in the messages sent by the Seller via the Buyer Messages Feature.

General Guidelines

• Sellers must comply with the following rules regarding customer service provided to Customers on TikTok Shop:
  • Sellers must respond to Customer enquiries within 24 hours of the Customer message being sent. This will affect the 24-Hour Response Rate;
  • Sellers must reply to all Customer enquiries received through the Buyer Messages Feature;
  • Sellers must include their shop's customer service operation hours in the Seller Center. Operation hours will be displayed to a Customer who messages a Seller through the Buyer Messages Feature; and
  • Sellers must avoid causing Customer confusion and should not share unclear, incomplete, or inaccurate information with Customers.
• For Sellers that use customer service agents or teams, the following rules apply:
  • Sellers must proactively manage their customer service team or personnel at all times when using these services;
  • Sellers must manage their customer service team's account access and permissions responsibly and in line with TikTok Shop's terms and policies; and
  • Sellers are responsible for all activities and communications sent by customer service agents or teams using their account.
• For queries raised after an order has been placed, TikTok Shop's customer service team may provide initial assistance by responding to a customer's query. However, in all cases, sellers will remain solely responsible for resolving all remaining customer queries.
• In order to provide transparent and efficient customer service, Sellers must use the Buyer Messages Feature to engage with Customers.
• Sellers are solely responsible for any Customer confusion or dispute arising due to unclear, incomplete, or inaccurate information provided by the Seller.
• Types of customer service include, but are not limited to, responding to enquiries about product listings, order shipping, complaints handling, and any other product-related communications.

Customer Service Performance

• All messages that Sellers send to Customers via the Buyer Messages Feature must comply with the minimum rates set out in this Policy.
• TikTok Shop will measure a Seller's Customer Service Performance on a rolling basis to be included in the Seller's Shop Health, unless the Seller has received fewer Customer Messages 5 Customer messages in the last 7 days via the Buyer Messages Feature.
• TikTok Shop will measure a Seller's Customer Service Performance across the last 30 calendar days to determine the Seller's Shop Performance Score (SPS).
• Sellers must at least have a 24-Hour Response Rate of more than 90%. If a Seller fails to this minimum rate, TikTok Shop may take enforcement action in accordance with the TikTok Shop UK Seller Performance Evaluation Policy.
• If a Seller will be temporarily unable to monitor the Buyer Messages Feature, (for example, during public holidays), they must use the Holiday Mode feature on the Seller Center. This will temporarily close the Seller's shop and inform Customers of their absence.
• The Seller's Customer Service Performance will not be measured when Holiday Mode is switched on.
• Should a Seller experience harmful, offensive, or abusive behavior from a Customer, they must report the message via the "report message" feature in the Buyer Messages Feature. The TikTok Shop customer service team will review the chat history and contact the Seller regarding next steps. Any messages from a Customer to a Seller that the Seller has reported and that have been deemed harmful by TikTok Shop will not be considered when evaluating the Seller's Customer Service Performance.

Communication Guidelines

• Sellers must use appropriate language and act professionally when communicating with Customers. TikTok Shop prohibits the behaviour included in this section 5.
• If a Seller violates any of these Communication Guidelines, TikTok Shop may take enforcement action, including point deduction from your Account Health Score (AHR).

Harassment and Bullying

• TikTok Shop prohibits any harassment, slanderous, or bullying behaviour. This includes, but is not limited to, any form of communication or message intended to threaten, intimidate, disrespect, abuse, harass, belittle, humiliate, discriminate, cause emotional or physical harm or defame the customer or any other person.

Diverting Traffic Off-Platform

• TikTok Shop prohibits any attempt to circumvent the established TikTok Shop sales process or divert TikTok Shop users to third-party websites or sales processes. This includes, but is not limited to:
  • Sending any third-party information to a Customer (e.g. third-party links, QR codes, offline store addresses or contact information);
  • Diverting transactions away from TikTok Shop and/or offering Customers an off-platform return and/or refund. All return and refund requests must be carried out through TikTok Shop. Please refer to our TikTok Shop UK Customer Order Cancellation, Return and Refund Policy for more details;
  • Asking a Customer to cancel an order;
  • Requesting a Customer's personal information;
  • Prompting a Customer to purchase product listings through external links or websites; or
  • Sharing promotions (such as discounts, free shipping or wholesale prices) that do not apply to the TikTok Shop product listing.
• Learn more about Redirecting Traffic here.

Spamming and/or Marketing Messages

• TikTok Shop prohibits Sellers sending any unsolicited marketing or promotional messages to Customers. This includes but is not limited to sending spam messages.

Illegal Activities and Promoting Prohibited Products

• TikTok Shop prohibits Sellers sharing content that involves illegal activities and/or the promotion of prohibited product listings. Please see the TikTok Shop UK Prohibited Products Policy for more details.
• This includes, but is not limited to, incentivising a Customer to engage in gambling, frauds and scams; sending viruses to Customers; or any action that could potentially deceive a Customer.

Data Privacy and Customer Information

• Sellers must keep all records of consumer communications confidential in accordance with our TikTok Shop Privacy Policy.
• Unless authorised by TikTok Shop or required by applicable laws or regulations, Sellers are strictly prohibited from disclosing Customer information to any party under any circumstances.
• Sellers are prohibited from using Customer information for any purpose other than to fulfil orders placed on TikTok Shop.

Intellectual Property

• Sellers are prohibited from infringing, encouraging, or enabling the infringement of intellectual property or personal rights of others, and from breaching unfair competition rules.
• This includes but is not limited to, transmitting text, images, photos, software, or other materials protected by intellectual property rights.
• For more information, please see the TikTok Shop UK Intellectual Property Policy.

Pornography, Adult/Minor Nudity and Sexual Content

• Sellers are prohibited from communicating or sending messages to a Customer that contain or allude to pornography, sexual behaviour, or any nudity.
• Sellers are prohibited from sharing content with a Customer that contains or alludes to sexual abuse, grooming, sextortion, sexual solicitation, paedophilia, and physical or psychological abuse of young people.

Communication with Minors

• Sellers are prohibited from communicating with minors.

Soliciting Feedback and Tampering

• Sellers must not use the Buyer Messages Feature to solicit, incentivise or offer Customers any form of monetary or other reward or benefit in exchange for a positive review or for the Customer to amend their review.
• This includes but is not limited to offering money, gift cards, free/discounted product listings, refunds, rebates, or reimbursements in return for a positive or amended review.
• Sellers are prohibited from engaging in abusive, threatening or inappropriate behaviour with the intention of causing the Customer to act in the interest of the Seller or prevent them from giving honest feedback.
• All communication with Customers regarding customer reviews must adhere to our TikTok Shop UK Customer Review Policy.
• Sellers are prohibited from tampering with the Buyer Messages Feature or using plug-ins or unauthorized third-party tools or services to access TikTok Shop.

False, Misleading, Inaccurate or Irrelevant Information

• TikTok Shop prohibits Sellers from providing false, misleading, fraudulent or inaccurate information regarding promotions, product listing features, pricing, and availability.
• Sellers must ensure that the information in messages sent to the Customer is accurate and consistent with the information provided on the product detail page.

Return and Refund Requests

• When providing aftersales services, Sellers must strictly follow the order cancellation, returns, and refund information displayed on the product detail page.
• Sellers must not change the conditions for aftersales services to less-preferential conditions after a Customer has placed their order.
• Sellers must ensure that their cancellation, return, and refund policies adhere to the TikTok Shop UK Customer Order Cancellation, Return and Refund Policy for Sellers and Refund Without Return Program articles.
• Sellers must swiftly and appropriately handle any Customer enquiry, request, or complaint.

Privacy

• For more information about how TikTok processes your information, such as for the purposes of registration, please see the TikTok Partner Privacy Policy.