As a part of its ongoing efforts to enhance its in-app purchasing expertise, TikTok has joined the Worldwide Trademark Affiliation’s (INTA) “Unreal” marketing campaign, which goals to lift consciousness about counterfeits, and deter folks from being duped by faux listings.
The Unreal marketing campaign, which has already been operating for over a decade, goals to educate younger shoppers concerning the significance of mental property, logos and types, and the hazards of buying counterfeit merchandise. The initiative is accessible to all INTA members, throughout 181 international locations, offering capability for particular person periods and instruments to assist increase consciousness of associated issues.
And now, TikTok will even be seeking to assist amplify this system’s messging.
As defined by TikTok:
“In Could 2025, TikTok and INTA launched a year-long marketing campaign to empower younger customers with the data they should make aware buying selections and perceive the intense dangers linked to counterfeit items. By means of a sequence of participating TikTok movies and articles launched all year long, the marketing campaign will make clear the huge ranging dangers of counterfeit merchandise.”
TikTok says that that is a part of its broader effort to take a stand to guard mental property rights, and make sure that TikTok customers aren’t being manipulated within the app, which may result in a nasty purchasing expertise.
TikTok has been pushing its in-stream purchasing choices as exhausting as it might probably, with a spread of promotions of live-stream purchasing occasions, specifically, because it seeks to duplicate the success it noticed with the identical in China.
The Chinese language model of TikTok, known as Douyin, now generates the overwhelming majority of its income from in-stream purchasing, and it’s seen astronomical progress in dwell purchasing, which TikTok has sought to additionally enhance in its app.
However Western audiences to this point haven’t been as , which has put a dampener on TikTok’s earnings potential. However it’s nonetheless making an attempt, and it’s seemingly nonetheless assured that it might probably make TikTok purchasing a major aspect, and convey extra alternatives for the platform and companies alike.
Defending IP is one other piece of this puzzle, enabling TikTok to place extra emphasis on shopping for from permitted sellers, versus undercutting them by showcasing fakes.
Which is difficult to police, however ideally, this new partnership will develop TikTok’s capability by serving to customers perceive what to search for in product listings.
For its half, TikTok says that it eliminated greater than 450k merchandise for mental property violations between July and December 2024, and the job of imposing its guidelines on this entrance is increasing with its broader purchasing push. So TikTok can also be working to actively implement the identical, however ideally, extra customers elevating extra consciousness will even help.
You possibly can be taught extra about TikTok’s partnership with INTA right here.
