Dupes, copies and "inspired by": TikTok Shop UK's trademark rules explained

TikTok Shop guide · October 2026

By Cam Burns, founder of Sweet Gen Media, a TikTok Shop agency in Bournemouth

TikTok Shop UK's policy on counterfeits, knockoffs and trademark infringements, dated 23 March 2026, leaves little room for doubt: infringing knockoffs, which it says include dupes, are strictly prohibited, promoting anything as a dupe is banned, and phrases like "inspired by", "similar to" and "like [brand]" count as trademark infringement. It isn't written for any one category (the example in its do's and don'ts is a phone case), and it covers the product, the listing and the promotional content, for sellers and creators alike. Here's what it says.

The three kinds of infringement

TikTok's policy describes three types. It says counterfeits and infringing knockoffs are strictly prohibited, and lists a third group of other trademark infringements.

1. Counterfeits

Products deliberately made to imitate a genuine one, usually carrying a famous logo or name, often to pass themselves off as the real thing. TikTok says they may copy exact trademarks without permission and sell well below the price of the authentic version.

2. Knockoffs, including dupes

TikTok's policy names knockoffs as lookalikes, dupes or copycats: products that resemble a branded product without being identical. They might avoid the exact trademark but use similar logos, colours, packaging or patterns, or copy the product's design and features. TikTok also says they can be spotted through customer experiences or reviews.

The key line for sellers: TikTok says a product can still infringe without the logo if it's too similar to the original, and infringing knockoffs are strictly prohibited.

3. Other trademark infringements

This is where wording comes in. TikTok's examples include:

• Using a brand's name, logo or design without the owner's permission, including misspelt or altered versions.
• Phrases such as "Smells like", "Similar to", "Like [brand]" and "Inspired by".
• Using another company's well-known trademark on different products in a way that takes unfair advantage of it.

TikTok says an infringement can appear on the product itself, in the listing description and images, or in promotional content.

Do's and don'ts for sellers and creators

TikTok addresses these rules to sellers and creators alike.

TikTok also bans any behaviour that gets round its policies.

What happens if you break the rules

TikTok says breaking these rules, or local laws, can lead to products being removed, violation tickets or account restrictions. Violations show up in your Shop Health Violation Records in Seller Center.

If you think a decision is wrong, you can appeal through Seller Center, and TikTok says you must submit all your brand authorisation documents with the appeal.

Brand authorisation has come up repeatedly in TikTok's monthly Seller Policy Pulse. March 2026 updated the guidance on brand authorisation and on counterfeits, knockoffs and trademarks. July 2026 asked sellers to upload brand authorisation documents before being prompted. August 2026 reminded sellers that the brand field must show the real brand on the product.

What it means for your brand, whatever you sell

This is our advice, based on the policy above. Whether you sell fashion, homeware, tech accessories, beauty or anything else, the policy rules out the most common shortcut for a product sold as an alternative to a well-known one: naming the product you're compared to.

Here's how wording the policy covers can turn up in different categories, and how to describe the same product on its own terms. These are our own illustrations, apart from the phone case, which is TikTok's own example from the policy.

1. Sell on your own name and story. Describe your product on its own terms, such as what it's made of, its size, its features or how it works, and only make performance claims you can prove. Our guide to TikTok Shop's product claims rules covers what proof you need.
2. Put the wording rules in every creator brief. The policy covers promotional content, so captions, hashtags, voiceovers and on-screen text all count. No other brands' names, no "dupe", and none of the phrases TikTok lists.
3. Keep other brands out of shot. Don't show another brand's products, packaging or logo in your images or videos.
4. Audit what's already live. Search your titles, descriptions and existing videos for the phrases TikTok lists and fix them before they're flagged.
5. Have your paperwork ready. Keep supplier invoices and any brand authorisation documents together, so you can respond quickly to a request or an appeal.

Setting up your listings? Watch our short video answer to How do I list products on TikTok Shop?