Introduction

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In our next webinar of the February series, "Navigating IP and Brand Strategy with TikTok Shop," we explored one of the fastest-growing players in e-commerce: TikTok Shop. This innovative marketplace blends online shopping with social media, using personalized recommendations to drive sales. However, as its influence grows, so do concerns around intellectual property (IP) infringements, including counterfeit goods, unauthorized sales, and brand impersonation. 

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This guide will provide an in-depth look at common IP infringements on TikTok Shop, as well as equip brands with actionable steps to safeguard their reputation and revenue on one of the fastest growing social commerce platforms in the world. For the full recording, please sign up here.

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Counterfeit Products & Fake Listings

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What Are Counterfeit Listings?

Counterfeit listings occur when illegal sellers market fake versions of legitimate products, often using stolen images, misleading descriptions, and deceptive reviews to appear authentic. These counterfeit products not only damage a brand’s reputation but can also pose serious safety risks to consumers, particularly in industries like beauty, wellness, and electronics, where product quality is critical. Because TikTok Shop’s algorithm thrives on personalized recommendations, counterfeit sellers exploit viral trends to push fake goods at scale, using paid promotions and influencer partnerships to make their listings appear more credible and making it increasingly difficult for consumers to distinguish authentic products from fakes. The speed at which new products gain traction on TikTok means that brands often struggle to detect and remove counterfeits before they spread widely.

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To combat counterfeits effectively, brands must be proactive in monitoring, identifying, and reporting suspicious listings. Some key warning signs include unusually low prices, inconsistent seller information, stock images that don’t match the product, and an influx of overly positive or generic reviews. Conducting regular searches for these red flags allows brands to detect counterfeiters early and take action before these fake goods can gain significant exposure.

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How to Stop Infringers

Step-by-Step Guide to Using TikTok’s IP Protection Center (IPPC)

The TikTok IP Protection Center (IPPC) is a critical tool for brand owners to monitor and report intellectual property infringements on TikTok Shop. Because TikTok Shop operates across multiple jurisdictions, brands may not even be aware their products are being counterfeited in other markets. The IPPC allows them to monitor sales beyond their geographic reach, making it an essential tool for global brand protection. By actively using IPPC and submitting infringement reports, brands can not only remove counterfeit listings but also contribute to improving TikTok’s enforcement models over time -- ensuring a safer marketplace for all sellers and consumers.

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How to Register Your Brand in IPPC

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To gain access to the IPPC, brand owners must sign up and register their trademarks, copyrights, or patents. This helps TikTok’s automated systems learn and proactively detect violations before they escalate. The process to sign up is quite simple, and takes four easy steps:

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1. Visit the IPPC Portal: TikTok’s IP Protection Center.
2. Create an Account: Provide your company information, trademarks, and relevant IP documentation.

3. Submit IP Ownership Proof: This may include trademark certificates, copyright registrations, or other legal documents.
4. Begin Monitoring & Enforcement: Once registered, brands can search for potential infringements and file takedown requests.

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How to Use the Notice & Takedown Tool

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Once inside IPPC, brand owners can submit infringement reports for various types of violations.

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Steps to File a Takedown Request:

1. Log in to IPPC and navigate to the “Report Infringement” section.
2. Enter the infringing content details (product listing URLs, seller profiles, livestream videos, etc.).

3. Attach supporting evidence (trademark registration, comparison images of real vs. counterfeit products).
4. Submit for review. TikTok Shop will investigate and remove infringing content if verified.

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TikTok encourages consistent reporting to help refine its proactive detection models. The more brands engage, the better the system becomes at identifying and removing IP violations automatically.

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The Role of Test Purchases in Identifying Counterfeits

A test purchase is a crucial method for verifying the authenticity of a product being sold on TikTok Shop. This process helps brand owners gather concrete evidence to report counterfeit goods and unauthorized sellers. Because TikTok Shop operates as a third-party marketplace, it can be difficult to determine whether a listing is infringing without physically inspecting the product.

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The test purchase process begins with ordering the item anonymously to avoid tipping off the seller. Upon receiving the product, the next step is to document the unboxing with clear video and photos, capturing packaging details, serial numbers, and any inconsistencies in branding. Once the item is unboxed, it should be compared to an authentic version to check for differences in material quality, labeling, logos, and other distinguishing features. If the product is confirmed to be counterfeit, this evidence can be submitted through the IPPC as part of a formal takedown request.

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Regular test purchases not only help brands remove counterfeit goods from TikTok Shop but also improve TikTok’s proactive enforcement models by providing real-world examples of infringement. This strengthens the platform’s ability to detect and prevent future violations automatically.

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At MarqVision, we offer fast, reliable 2-day test purchase services to help our customers take swift action against fakes and support stronger platform enforcement. 

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Best Practices For Brands

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To protect their brand on TikTok Shop, businesses must take proactive measures to prevent IP infringements and ensure a safe shopping experience for consumers. 

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1. Managing Trademarks in IPPC

One of the most important steps is to register and monitor trademarks within the IPPC: keeping trademarks up to date in the system allows TikTok’s enforcement tools to recognize and remove fake listings more effectively. By consistently monitoring listings, brands can detect and report counterfeit products, brand impersonation, and unauthorized resellers before they gain traction. 

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2. Investing in Consumer Education & Awareness

Educating consumers is equally important. Many shoppers unknowingly purchase counterfeit or unauthorized products, so brands should actively spread awareness about the risks of counterfeit goods through brand messaging, influencer partnerships, and educational content. This is especially critical for Gen Z, who are highly active on social media and often encounter dupes and knockoffs through trending content. By reaching this next wave of consumers with messaging around the real harms of counterfeiting – like its ties to organized crime, environmental impact, and use of harmful chemicals – brands can build trust and long-term loyalty.

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Automate Your IP Protection Online

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Removing fake products from TikTok Shop and the countless other online marketplaces plagued with criminal knock-off products is possible even for smaller brands. However, following this guide to remove fakes will reveal just how slow this process can be, and how much precious manpower it can take from smaller teams.

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There is an easier way. 

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MarqVision automates the protection of IP rights online. We work in all the biggest online marketplaces in Asia and across the world, and even fight against social media infringements and impersonating sites. 

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Get in touch with us to learn how MarqVision, the leading AI-native brand protection solution, can protect your brand in every corner of the internet, freeing your in-house team to focus on business growth and international expansion.

If you want to learn more about TikTok Shop and brand protection, sign up here to view the full recording.