- TikTok Shop has joined INTA’s Unreal Campaign to fight counterfeit products through education and awareness.
- The initiative targets younger shoppers, aiming to empower them with knowledge about the risks of counterfeit goods.
- TikTok has already removed 450,000 counterfeit product listings in late 2024, signaling active enforcement.
- The partnership strengthens brand trust by combining consumer education with IP protection training and global outreach.
- This move positions TikTok Shop as a marketplace seeking long-term credibility in Western markets.
The collaboration adds consumer education and IP enforcement to strengthen trust in TikTok’s e-commerce ecosystem.
TikTok Shop’s decision to join the International Trademark Association’s (INTA) Unreal Campaign marks a pivotal move in its evolution from an emerging shopping platform into a marketplace seeking credibility.
The Unreal Campaign, running for over a decade, is designed to raise awareness among younger shoppers about the risks and consequences of counterfeit goods. By becoming an active partner, TikTok Shop positions itself as not only a sales platform but also an advocate for intellectual property rights and safe digital commerce.
Why Counterfeit Crackdowns Matter for TikTok Shop
Counterfeit goods have long plagued online marketplaces, eroding consumer trust and undermining brand partnerships. TikTok Shop’s adoption of the Unreal Campaign responds directly to this challenge.
The initiative aims to safeguard shoppers through education, raising awareness about the personal, financial, and health risks tied to counterfeit products. For TikTok, this is both a reputational move and a commercial necessity: without meaningful trust-building, its Western expansion risks stalling in the same way other platforms have faced resistance over counterfeit issues.
Education as a Frontline Defense
The partnership’s cornerstone lies in educational outreach. Over the next year, TikTok Shop and INTA will produce content designed to inform younger users about the dangers of fakes, relying on TikTok’s own short-form video strengths to distribute the message.
The content is intended to bridge knowledge gaps around trademarks, brand value, and the hidden risks of counterfeit goods. Unlike regulatory crackdowns alone, this strategy aims to empower consumers to make more informed decisions, placing responsibility and awareness directly into the hands of shoppers.
Reinforcing Trust with Sellers and Brands
Beyond consumer education, the partnership strengthens TikTok’s relationships with global brands that have been cautious about embracing its commerce ecosystem. Between July and December 2024, TikTok Shop removed more than 450,000 counterfeit product listings, a figure that underscores both the scale of the challenge and the platform’s willingness to act.
Complementing these enforcement efforts with INTA’s programs—such as takedown training, IP protection workshops, and global awareness campaigns—helps TikTok Shop present itself as a proactive partner to rights holders.
@unrealcampaign Do you know what IP really means? 👀 Spoiler: it’s not your internet address. Watch as @genzagainstfakes_ breaks down what Intellectual Property actually is—and why it matters more than you think. #IntellectualProperty #KnowYourIP #UnrealCampaign
As Danielle Prince, Brand Protection Manager EMEA at Lululemon, noted:
"Our engagement with TikTok Shop and the Brand & Industry Relations team in 2024 has helped to safeguard our brand and intellectual property assets. We look forward to building on this success and further collaborating in 2025 as we continue to strengthen and protect our brands together."
Implications for the Future of TikTok Commerce
This collaboration signals that TikTok Shop is investing in long-term credibility, not just short-term growth. By embedding IP protection into its marketplace narrative, TikTok aims to separate itself from the reputation of being a risky space for brands.
The integration of education, enforcement, and brand engagement creates a framework that could help TikTok Shop replicate some of the trust infrastructure that platforms like Amazon and Alibaba have spent years refining.
Whether this will be enough to overcome broader skepticism in Western markets remains to be seen, but it clearly demonstrates a shift toward maturity in TikTok’s commerce strategy.
