TikTok Shop Updates AIGC Usage Rules, Tightens Oversight of AI-Generated Product Images in Philippines and Vietnam

On September 17, it was reported that TikTok Shop recently rolled out updated guidelines for sellers on the use of generative AI, rolling out stricter rules governing how merchants create or modify product images with AI tools across Southeast Asian markets including the Philippines and Vietnam.

The updated policy explicitly requires that all AI-generated content must accurately depict the actual product for sale. Sellers are strictly prohibited from using technical tools to fabricate non-existent product features, materials, quantities, colors, or usage effects, nor are they allowed to over-edit visuals to the point of misleading consumers. The platform has also released category-specific risk examples for high-risk verticals including beauty, food and beverage, and apparel, marking an expansion of its product governance framework from verifying the authenticity of physical goods to also policing the authenticity of product presentations.

For cross-border sellers, significant discrepancies between AI-generated main product images, AI-rendered model shots, AI-created lifestyle scene visuals and the actual physical products will lead to penalties ranging from product delisting and content traffic throttling to full account restrictions. While AI image generation remains permitted as an efficiency-boosting tool, sellers must ensure the technology does not alter the core factual attributes of products, and are required to complete a physical product verification check before publishing any AI-assisted visuals.

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