By Nicolas Waldmann, Global TikTok Shop Governance and Experience

TikTok is dedicated to creating a joyful shopping experience where our community can discover and buy merchandise they love with the confidence that they are getting an authentic product. As part of this ongoing commitment, we're proud to join the International Trademark Association's (INTA) Unreal campaign, an initiative raising shopper awareness about counterfeits for over a decade. By leveraging TikTok and its community, Unreal will drive awareness of the negative impacts of counterfeiting and the importance of trademarking and brands.

Education through engagement

In May 2025, TikTok and INTA launched a year-long campaign to empower young shoppers with the knowledge they need to make mindful purchasing decisions and understand the serious risks linked to counterfeit goods. Through a series of engaging TikTok videos and articles released throughout the year, the campaign will shed light on the wide ranging risks of counterfeit products.

We are taking a stand to protect intellectual property rights by educating consumers. Through the Unreal campaign, we are raising awareness about the risks of buying fake goods. Informed choices help protect individuals and communities and strengthen the fight against the global counterfeit trade.

TikTok Shop and INTA

TikTok Shop's support of Unreal deepens our partnership with INTA. Together, we have created programs to help protect brands and related rights through education and training around the world.

  • In the US, TikTok Shop's IPR Brand Relations team provided an Online Takedown Procedures Certificate Program for more than 150 INTA members comprised of brands, law firms, and legal and brand protection subject matter experts. The program focused on account creation on TikTok's Intellectual Property Protection Center, establishing IP assets, and submitting notice and takedown procedures.
  • In Singapore, TikTok co-hosted an event for more than 70 INTA members and participated in a panel discussion about the risks associated with counterfeits and piracy with students from the Singapore University of Technology and Design.
  • In Vietnam, TikTok participated in a two-hour in-person seminar, Trademark Treasures: Maximising Value and Defending Rights, hosted by INTA, the Vietnam Chambers of Commerce and the Industry and the Vietnam IP Association.

"INTA is excited to welcome TikTok as an Unreal Campaign sponsor. Their collaboration and involvement will support and continue our long term effort to raise awareness about the dangers of counterfeiting and helps us reach new audiences through positive and engaging video content." Alastair Gray, Director of Anticounterfeiting at INTA

 Our global commitment to brand protection

Beyond our work with INTA, IPR is at the heart of TikTok Shop's commitment to ensure a safe and reliable shopping experience. We work diligently to educate and help protect the safety of our buyers, sellers, and creators, which resulted in:

  • Taking down more than 450K products for IPR violations between July and December 2024.
  • Publishing our Safety and Intellectual Property Rights (IPR) Reports to ensure the safety of our growing marketplace, curb the proliferation of counterfeit products worldwide, and support brand owners seeking to protect trademark rights and their consumers.
  • Promoting IPR policy education to creators and sellers via our TikTok Shop Academies.
  • Ensuring our users receive insights, information, and materials specific to regional-specific laws and regulations.

"Our engagement with TikTok Shop and the Brand & Industry Relations team in 2024 has helped to safeguard our brand and intellectual property assets. We look forward to building on this success and further collaborating in 2025 as we continue to strengthen and protect our brands together." Danielle Prince, Brand Protection Manager EMEA at Lululemon

There is no finish line when it comes to creating a trustworthy and secure environment for our community. Our work with INTA and the Unreal campaign underscores our continued efforts to keep counterfeits off the platform, educate shoppers about the power of their purchasing decisions, and provide a safe shopping experience for all.