TikTok Invests $1 Billion in Shopping Safety and IP Protection
TikTok is strengthening its commitment to brand protection and shopping safety as it expands its e-commerce offerings. The platform has invested nearly $1 billion in personnel, technology, and tools to combat counterfeit goods and intellectual property (IP) infringement.
Increased IP Enforcement Efforts
TikTok has significantly expanded its IP team, with 1,800 dedicated staff now focused on IP enforcement. This investment has led to a dramatic increase in proactive measures to protect both brands and consumers.
Between July and December 2024 (H2 2024), TikTok achieved significant results:
- Proactively rejected over 7.5 million products for IP violations.
- Detected and removed over 750,000 products for IP violations after listing.
- Proactively stopped over 125,000 livestreams and 550,000 short-form videos globally due to IP infringement concerns.
- Permanently revoked selling privileges for over 16,000 creators due to IP violations.
Additionally, TikTok deactivated 900 stores and removed 90,000 restricted or prohibited product listings in H2 2024.
Global Expansion of TikTok Shop
While the US remains a key market, TikTok is expanding its shopping features to other regions, including Mexico, South America, Europe, and Asia. This expansion aims to diversify its e-commerce reach and mitigate potential impacts from ongoing trade disputes.
TikTok's commitment to brand protection and consumer safety is crucial for building trust and fostering a sustainable e-commerce ecosystem. These ongoing investments demonstrate the platform's dedication to creating a secure and reliable shopping experience for all users.
