TikTok Shop bans chance-based sales tactics in gambling rules
Creators and sellers cannot ask users to pay before finding out which product or prize they will receive, with limited exceptions for approved formats.
Key takeaways:
- TikTok Shop has reinforced its restrictions on gambling-related activities, banning sellers and creators from promoting betting, raffles, lotteries and other chance-based sales mechanisms in videos or livestreams.
- The policy defines gambling as any activity in which users provide money or something of value for the chance to win a prize, including paying to spin a wheel for a possible item.
- Prohibited formats include blind grabs, lucky scoops, spin wheels, scratch cards, secret mystery prizes, oyster openings and sweepstakes entries.
- Free giveaways must use TikTok Shop’s designated LIVE Giveaway tool, and entry cannot depend on a purchase.
- Gambling-related language and claims that present products as betting opportunities or financial investments, such as “place your bets”, are also prohibited.
TikTok has clarified that its restrictions on gambling-related activities prohibit sellers and creators from using videos or livestreams to promote betting, raffles, lotteries and other sales mechanisms based on chance via the TikTok Shop. The policy also bans users from paying for an opportunity to receive an unknown product or prize, while establishing limited exceptions for approved collectable breaks and certain promotional formats.
Under the rules, the definition of gambling includes any activity in which users provide money or something of value in exchange for the chance to win a prize. That includes casino-style games, wagers and lotteries, as well as mechanics such as paying to spin a wheel for the possibility of receiving an item.
The restrictions apply even when creators do not interact with viewers or explicitly offer a prize. TikTok Shop also prohibits the sale of gambling-related products, services and accessories through the platform. Sellers and creators cannot require customers to pay before discovering which product or gift they will receive through a randomised process.
Prohibited formats include:
- Blind grabs
- Lucky scoops
- Spin wheels
- Scratch cards
- Secret mystery prizes
- Oyster openings
- Sweepstakes entries
Lucky draws and other games used to determine giveaway winners or the products customers receive are also prohibited. However, the rules distinguish these activities from compliant blind box products sold through standard listings, as well as TikTok Shop’s official LIVE Giveaway feature.
Free giveaways must use the platform’s designated LIVE Giveaway tool. Entry cannot depend on a purchase, and sellers cannot use spins, wheels, draws or other games of chance to select winners or determine gifts. Purchase-based promotions, such as buy-one-get-one offers, must be clearly described in the product listing.
TikTok also prohibits gambling-related language and promotional claims that present products as betting opportunities or financial investments. Expressions such as “place your bets”, “strike it rich” and “zero-risk investment”, as well as activities such as playing claw machines or bingo on behalf of viewers, are among the examples identified in the policy.
TikTok Shop can impose enforcement measures when sellers or creators violate its gambling rules. These include deductions from a seller’s Account Health Rating, removal of product listings, refunds to customers and restrictions or withdrawal of access to selling permissions and platform features.
Frequently asked questions (FAQs)
- What does TikTok Shop consider gambling? TikTok Shop defines gambling as any activity in which users provide money or something of value in exchange for the chance to win a prize. This covers casino-style games, wagers and lotteries, as well as mechanics such as paying to spin a wheel for the possibility of receiving an item.
- Which sales formats are banned on TikTok Shop? Prohibited formats include blind grabs, lucky scoops, spin wheels, scratch cards, secret mystery prizes, oyster openings and sweepstakes entries. Lucky draws and other games used to determine giveaway winners or the products customers receive are also banned, even if creators do not explicitly offer a prize.
- How can sellers run giveaways on TikTok Shop? Free giveaways must use the platform’s designated LIVE Giveaway tool. Entry cannot depend on a purchase, and sellers cannot use spins, wheels, draws or other games of chance to select winners or determine gifts. Purchase-based promotions, such as buy-one-get-one offers, must be clearly described in the product listing.
