TikTok Shop bans chance-based sales methods

TikTok has clarified its rules. Under them, sellers and content creators may not promote betting, raffles, lotteries and other chance-based sales mechanisms on TikTok Shop through videos or live streams. Apps that ask users to pay without knowing which product or prize they will receive are also banned. Approved unboxing of collection boxes and some promotional formats are among the limited exceptions.

Under the rules, the definition of gambling is broad. Any activity that gives money or something of value in exchange for a chance to win a prize falls within this scope. Casino-style games, bets, lotteries, and mechanisms offering the chance to win items by spinning a wheel are examples. A ban on interacting with viewers or explicitly promising a prize does not remove the prohibition. Selling gambling-related products, services and accessories on the platform is also prohibited.

Free raffles must be run through TikTok's LIVE Giveaway tool. Entry cannot be tied to a purchase, and wheels, raffles or chance games cannot be used to determine winners. Purchase-linked campaigns such as buy one, get one free must be clearly explained in the product listing. On the language side, phrases such as "place your bet" or "zero-risk investment" are also banned. Sellers who violate the rules may face Account Health Score deductions, listing removal, refunds to customers, and restriction or removal of selling privileges.