TikTok Shop is now selling alcohol in the UK through a pilot limited to a handful of approved, licensed retailers, with buyers screened three separate times before a bottle reaches them. Account creation, checkout, and delivery each trigger a check, the last of which requires drivers to verify a government-issued ID at the door. Nothing alcoholic surfaces in For You feeds organically, so buyers have to go searching inside the TikTok Shop tab to find it. Products in the pilot reportedly include Johnnie Walker Black Label, AU Vodka, and Estrella Damm's Inedit, joining a UK lineup that already carries Marks & Spencer and John Lewis. TikTok's move arrives a week after Ofcom launched a probe into whether its age-inference technology satisfies Online Safety Act obligations on shielding children from harmful content.
