TikTok Shop UK/EU Customer Review Policy

Last updated: 9 December 2024
1. Overview
The TikTok Shop Customer Review Policy applies to all TikTok Shop customers in the UK and EU.
At TikTok Shop, we strive to ensure that all reviews are genuine, relevant, lawful and not misleading.
We know that customer reviews are important for the following reasons:

• Customers can use reviews to learn more about a shop, Seller or product based on the experience of others.
• Customers can assess whether a product fits their needs to make an informed purchase.
• Sellers can use customer reviews to improve their products, product information, and overall shop services (such as delivery experience and customer service).

TikTok Shop does not tolerate reviews that are fake or misleading, for example because they have been provided dishonestly or because they are not reflective of a genuine customer experience.
After purchasing an item, you may leave reviews for any product you have purchased.
When submitting/editing any review on TikTok Shop, you must comply with the requirements in this policy and the TikTok Community Guidelines. To help ensure a safe and trustworthy experience, reviews that do not meet the requirements in this policy are not permitted on the platform. TikTok Shop encourages all compliant reviews, whether they are positive or negative.
If you have any queries about this policy, you can contact us via http://tiktok.com/feedback/email.
2. Customer Reviews
Below is our guidance on how you can submit and edit your own reviews on TikTok Shop.

• You have 60 days from the date your order has been received to leave your review.
• One review can be posted on each product ordered. Reviews cannot be posted for a group of orders.
• Customer reviews must include a rating. You may also choose to add text and media (such as videos or images). Only the rating field is mandatory.
• Customer reviews will remain visible where the product has been returned and refunded.

2.1 How to submit reviews
To submit reviews:

1. After receiving your order, navigate to the orders page.
2. Write your review for each product in the review form which can be found in the order centre and order detail page.

Remember that all reviews must be genuine, relevant, lawful and not misleading. If you are unsure what this means, please see Section 3 of this policy for examples of reviews that are prohibited on TikTok Shop.
2.2 How to edit reviews
To edit your review:

1. Navigate to the "orders" page
2. Click on "view review"
3. Click the three dots ("...") appearing next to the review to display the "edit review" option
4. Edit and re-submit your review when finished

You can edit each component of the product review including the product rating, text, images and videos at any time.
We provide the ability for you to edit your review so you can correct any errors. However, you should never be asked to edit your review by a Seller or anyone else to make your experience sound more positive than it was.
2.3 Reviews and complaints
Reviews and complaints have different purposes, so you can raise a complaint and write a review about your experience.
The main purpose of customer reviews is to share your feedback on products you have purchased from Sellers on TikTok Shop. The main purpose of a complaint is to raise an issue with TikTok Shop or a Seller, so that they can look to address the issue for you.
If you want to raise a complaint about your experience, you can do so in the normal way through contacting us via http://tiktok.com/feedback/email.
3. What Kind of Reviews are Prohibited on our Platform?
All reviews that comply with this policy will be publicly available until the Seller of the reviewed product removes that product from their store or TikTok Shop.
3.1 Prohibited reviews
Below is a list of reviews that are prohibited on the platform:

• Reviews that are not genuine. Reviews must be authentic and honest. For example, a review that does not relate to a real purchase is not genuine.
• Reviews that have been written by a person pretending to be a genuine customer or by a person who is connected to a Seller (for example a review by the manufacturer of the product being sold, or by the spouse of a Seller).
• Where a reviewer has been given a reward (for example, a gift) in return for writing a positive review.
• Reviews that do not relate to the exact product purchased on TikTok Shop.
• Reviews that include information that identifies a person. This includes but is not limited to the customer's full name and any photos that may include their image.
• Reviews that may mislead or manipulate other customers (for example by being dishonest).
• Fraudulent or malicious negative reviews (for example, where a Seller posts an unjustly negative review about a product purchased from a competing Seller).
• Reviews that contain offensive or rude language or media (for example, a review which includes racist language or swear words).
• Reviews that contain irrelevant information, such as gibberish (for example, "hfjkdhkdf!"), which results in the review (or a large part of it) being unintelligible.
• Any content (including text, emojis, images) that is sexual in nature or shows harassment or bullying intent.
• Reviews that are defamatory in nature.
• Reviews that include content that the reviewer does not have the right to use (for example images that belong to someone else).
• Reviews that do not otherwise adhere to the TikTok Community Guidelines, Terms of Service | TikTok, TikTok Shop Terms of Use and Seller Terms of Sale.
• Reviews that unfairly distort a customer's perception of a product or a Seller.
• Reviews that otherwise break the law.
• Although not prohibited, reviews written in a language other than the local language of the TikTok Shop you used to make your purchase may not be published where they cannot be translated by TikTok Shop.

3.2 Other prohibited actions
In addition to the types of prohibited reviews outlined above, you must not engage in, promote, encourage, facilitate or trade in fake and/or misleading reviews or ratings.
You should also be aware that if you write or commission reviews that mislead customers, you may be breaking the law.
3.3 Review moderation
Before a review becomes visible to all customers, TikTok Shop uses an automatic system to check that the review is compliant with this policy. If the automatic system is unsure whether a review is compliant, the review will be sent to a human for them to check whether the review complies with this policy. This same process applies to any existing review that has been edited.
Any review that TikTok Shop reasonably considers does not comply with this policy will be removed, so that it is not visible to other customers.
We may remove or restrict access to any content, including yours, if we reasonably believe (i) it is in breach of these Terms or our Community Guidelines; or (ii) it causes harm to us, affiliates, our users or other third parties. Our Community Guidelines set out how content might be removed or restricted on the Platform.
If we remove or restrict access to your content, we will notify you without undue delay and state the reasons for our decision, unless it is not appropriate for us to do so (for example, we are legally prevented from doing so) or if we do not have your contact details.
3.4 How to report reviews
If you believe a review is in breach of this policy, the TikTok Community Guidelines, Terms of Service | TikTok, TikTok Shop Terms of Use and Seller Terms of Sale or any of TikTok Shop's other policies, you may report the review by following the steps below:

1. Click on "..." beside each review and then click "Report".
2. Select the specific reason for your report.
3. Click "Submit" to submit your report.

3.5 How are reported and prohibited reviews handled by TikTok Shop?
TikTok Shop has a zero-tolerance approach towards any violation of this policy. If TikTok Shop receives reports of reviews made in breach of this policy, we will assess such reviews for any non-compliance with this policy and remove them if necessary. Reported reviews are reviewed by human moderators, rather than by an automatic process. If TikTok Shop has reasonable grounds to suspect that a customer review breaches this policy, actions that TikTok Shop may take are:

• Removal of the relevant customer review so that it is no longer visible to other customers.
• Suspending or banning from TikTok Shop any user that TikTok Shop considers has been involved in the provision of the relevant customer review.
• Any actions set out in the Content violations and bans | TikTok Help Center.

In addition to the above, TikTok Shop will remove any reviews where it has reason to believe that reviews do not comply with this policy, the TikTok Community Guidelines, Terms of Service | TikTok, TikTok Shop Terms of Use and Seller Terms of Sale or any of TikTok Shop's other policies.
4. Customer Reviews from TikTok Shop in Other Countries
TikTok Shop may show you customer reviews submitted by customers who have made purchases on TikTok Shop in other countries. Where this is the case, TikTok Shop will provide information about the source of the review.
Although these reviews will relate to the same product, it is important to remember that a customer's purchasing experience in another country could be affected by factors that may be different in the UK and EU (for example, delivery times may vary between countries).
Reviews from other countries will go through the same moderation process, as described in Section 3.3, above.
5. What are "Imported Customer Reviews"?
In order to provide TikTok Shop customers with more reviews to help them make informed decisions, reviews may be imported from third party platforms.

• Imported reviews will be clearly indicated as originating from a third party website. This means that the person leaving the review did not buy the applicable product from TikTok Shop and left their review on a third party website.
• Imported reviews are included in the overall product star rating calculation.
• TikTok Shop moderates imported customer reviews from third party platforms in accordance with this policy. However, we rely on third-party platforms to verify whether the review is genuine.
• Further information about imported customer reviews on TikTok Shop is available in TikTok Shop UK/EU: Imported customer reviews.

6. What are "Incentivised Reviews"?
TikTok Shop may offer small rewards (e.g. vouchers) to encourage customers who have made a purchase on TikTok Shop to leave genuine reviews, which can be helpful for other customers to read, to help them decide whether or not to make a purchase.
If you are offered a reward by TikTok Shop and you choose to leave a review, TikTok Shop wants you to give your honest opinion of your purchase, whether it is positive or not. As long as your review complies with the above and with our Community Guidelines, you will receive the reward and your review will be published regardless of the rating applied to the purchase (e.g., whether it is a 1 star review or a 5 star review) or whether your comments are positive or negative.
Reviews which have been left by customers who received a reward will be labelled to make clear that the review was incentivised, and they will not be ranked above reviews which have not been incentivised.
7. Frequently Asked Questions
7.1 How is the product star rating calculated?
The product star rating is the average of all review ratings (note, imported customer reviews are included in this calculation) for each product.
7.2 How are reviews ranked?
By default, reviews are ranked automatically, based on certain parameters. However, you can choose to see the reviews in chronological order instead by using the sort function on the product display page.
The default parameters are (listed from highest to lowest importance):

• How long the review is (the longer the review is, the higher the review will be ranked).
• How many images are included in the review (the greater number of images, the higher the review will be ranked).
• How useful the images are (for example, if the review is commenting on a t-shirt, a photograph of a shoe will not be deemed relevant)

TikTok Shop does not rank reviews based on whether they are positive or negative.