Misleading Claims (Gold-Plated Products)

What are Gold-Plated Products?

Plated gold refers to any product made from a non-gold base material that has been coated with a thin layer of gold through an electroplating, chemical, or mechanical process. It is not solid gold.

What are Misleading Claims about Gold-Plated Products?

You must not describe, imply, or present a gold-plated product as authentic or solid gold in any spoken content, on-screen text, product title, or product description. We enforce this policy to protect consumers from deceptive marketing, maintain trust in TikTok Shop, and ensure compliance with legal requirements.

What's Allowed and What's Not?

What Do I Need to Do to Comply?

1. Audit your listings. Review all active product titles and descriptions containing the word "gold" and confirm "plated" is present and equally prominent.
2. Update your content. Edit any videos, livestream replays, or promotional materials that do not clearly identify the item as plated gold.
3. Script livestream disclosures. Build verbal reminders about the plated nature of the item into your livestream flow, particularly at the point of promotion and at checkout prompts.
4. Check on-screen text sizing. If graphics or overlays display the word "gold," the word "plated" must appear in the same or larger font size alongside it.

Example:

What happens if I breach these guidelines?

If you are found to violate these guidelines, you may have enforcement actions taken against your account. You should note that repeated offenses will result in more significant penalties. Please see our Creator Enforcement Policy article and Creator Terms of Service for more information. If you think an enforcement action has been taken against you in error, appeal via the TikTok App. Please read our Creator Appeal Guidelines article for more information.
Please read our TikTok Shop Content Policy to learn more.

FAQs

Can I use the word "gold" at all when promoting plated jewelry?

Yes, but only when it is directly paired with the word "plated." Our policy requires the word "plated" to appear alongside "gold" and be at least as large as the word "gold" in any written or on-screen format. Using "gold" in isolation to describe a coated product is not permitted.

What if the product packaging or the brand name already includes the word "gold"?

You must still ensure your own promotional content, ie. titles, descriptions, on-screen text, and spoken words etc., clearly identifies the item as plated gold. A brand name or packaging label does not replace your obligation to disclose the item's true nature in your content.

Am I allowed to say the item looks like real gold or compares to solid gold?

Comparisons that could cause a consumer to mistake a plated item for solid gold are not permitted. You may describe the aesthetic appeal of the finish, but must not frame it in a way that implies material equivalence to authentic gold.

What should I do if I have already published content that may not comply?

Review and update your existing listings, videos, and any available livestream replays as soon as possible. Proactive correction before enforcement action is always preferable. If you are unsure whether specific content is compliant, contact TikTok Shop Creator Support for guidance before publishing.

Does this policy apply only to jewelry?

This policy specifically applies to gold-plated jewelry products. If you sell other plated metal products, such as homeware or accessories, apply the same disclosure principles as a best practice and refer to TikTok Shop's broader product listing guidelines.