TikTok Teams Up with INTA to Tackle Counterfeit Goods Online

Adshine.pro08/22/202510 views
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In a bid to strengthen its in-app shopping ecosystem, TikTok has partnered with the International Trademark Association’s (INTA) long-running “Unreal” campaign, an initiative designed to combat counterfeits and help consumers avoid being tricked by fake product listings.

 

The Unreal campaign, now more than a decade old, was created to educate younger audiences on the importance of intellectual property rights, trademarks, and brand authenticity, while also highlighting the risks of buying counterfeit goods. The program spans 181 countries, offering member organizations resources, sessions, and tools to support awareness efforts.

 

TikTok will now leverage its reach to amplify the campaign’s message.

 

As TikTok explained:

“In May 2025, TikTok and INTA launched a year-long campaign to empower young shoppers with the knowledge they need to make mindful purchasing decisions and understand the serious risks linked to counterfeit goods. Through a series of engaging TikTok videos and articles released throughout the year, the campaign will shed light on the wide ranging risks of counterfeit products.”

 

This collaboration forms part of TikTok’s broader strategy to safeguard intellectual property within the app and ensure that shopping on the platform remains trustworthy, as counterfeit products can not only erode consumer trust but also create negative buying experiences.

 

TikTok has been investing heavily in its shopping features, particularly live-stream commerce, as it seeks to replicate the staggering success of its Chinese sister app, Douyin. In China, in-app shopping now represents the lion’s share of Douyin’s revenue, fueled by explosive growth in live shopping. TikTok has been trying to recreate that model in Western markets, though uptake has been slower, dampening immediate revenue prospects.

 

Still, TikTok remains determined. Protecting intellectual property is seen as a crucial step, helping the platform build a more credible marketplace where official sellers are prioritized over counterfeit operators.

 

Enforcing that standard is not easy. Yet TikTok hopes that by combining stricter policing with greater public awareness through this campaign, it can make meaningful progress.

 

The platform has already shown signs of tightening control. Between July and December 2024, TikTok says it removed more than 450,000 products for violating intellectual property rights. As the company continues to push shopping as a core feature, its enforcement efforts will only need to grow. With more informed users and strengthened safeguards, TikTok believes this partnership with INTA will be an important step toward a safer, more reliable shopping environment inside the app.

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