TikTok launched TikTok Real, a new counterfeit protection program for TikTok Shop that draws on insights from more than 300 intellectual property experts worldwide to develop better detection methods. The program adds tools to TikTok Shop’s Intellectual Property Protection Center, including a brand verification process that lets brands review and approve authorizations submitted by sellers, and streamlines the flow from Notice and Takedown requests to infringement removal, currently covering around 100 brands with more added on a rolling basis. Global trade in counterfeit goods reached $467B annually in 2025, and TikTok removed more than 143M videos in the first half of last year for community guidelines violations including counterfeit activity, plus over 530,000 videos and livestreams from TikTok Shop creators for IP infringement.
