TikTok Shop has taken a significant step forward in its commitment to brand protection by joining the International Trademark Association’s (INTA) Unreal campaign. This initiative, which has been raising awareness about the dangers of counterfeit goods for over a decade, aims to educate shoppers—particularly younger audiences—about the risks associated with counterfeit products and the importance of intellectual property rights.
Takeaways 🚀
✅TikTok joins INTA’s Unreal campaign.
✅Educates shoppers on counterfeit risks.
✅Promotes intellectual property rights globally.
✅Collaborates on brand protection initiatives.
✅Ensures safe, authentic shopping experiences.
A Collaborative Effort to Educate and Protect
In May 2025, TikTok and INTA launched a year-long collaboration to empower consumers with the knowledge they need to make informed purchasing decisions. By leveraging TikTok’s global reach and engaging platform, the campaign seeks to highlight the wide-ranging risks of counterfeit goods. For instance, it addresses safety concerns, economic impacts, and the erosion of trust in brands. Through a series of TikTok videos and articles, the campaign ensures that these critical messages reach a broad audience.
Moreover, Alastair Gray, Director of Anticounterfeiting at INTA, expressed enthusiasm about the partnership, stating, “INTA is excited to welcome TikTok as an Unreal Campaign sponsor. Their collaboration and involvement will support and continue our long-term effort to raise awareness about the dangers of counterfeiting and help us reach new audiences through positive and engaging video content.”
TikTok Shop’s Role in Brand Protection
In addition to its involvement in the Unreal campaign, TikTok Shop has implemented robust measures to create a safe and reliable shopping environment. For example, between July and December 2024, TikTok Shop removed over 450,000 products for intellectual property rights (IPR) violations. Furthermore, the platform has published Safety and Intellectual Property Rights Reports to promote transparency and educate its community about the importance of brand protection.
To strengthen its efforts, TikTok Shop has collaborated with INTA on various educational initiatives worldwide. For instance:
- In the United States, TikTok’s IPR Brand Relations team conducted an Online Takedown Procedures Certificate Program for over 150 INTA members. This program provided training on account creation, IP asset management, and takedown procedures.
- In Singapore, TikTok co-hosted an event for more than 70 INTA members. Additionally, the platform participated in a panel discussion with students from the Singapore University of Technology and Design, focusing on the risks of counterfeits and piracy.
- In Vietnam, TikTok participated in a seminar titled “Trademark Treasures: Maximising Value and Defending Rights.” This event, hosted by INTA and local organizations, explored strategies for brand protection.
A Global Commitment to Intellectual Property Rights
Beyond its partnership with INTA, TikTok Shop has made intellectual property rights a cornerstone of its operations. For example, the platform actively educates creators and sellers through TikTok Shop Academies. Additionally, it provides region-specific insights and resources to ensure compliance with local laws and regulations.
Danielle Prince, Brand Protection Manager EMEA at Lululemon, praised TikTok Shop’s efforts, saying, “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.”
The Road Ahead
In conclusion, TikTok Shop’s partnership with INTA and its support of the Unreal campaign underscore its dedication to fostering a trustworthy and secure shopping environment. By educating consumers about the risks of counterfeit goods and the importance of intellectual property rights, TikTok Shop is not only protecting brands but also empowering its community to make informed purchasing decisions.
As TikTok Shop continues to innovate and expand, its commitment to brand protection remains unwavering. Ultimately, this collaboration with INTA is a testament to the platform’s proactive approach to combating counterfeits and ensuring a safe, authentic shopping experience for all.
