TikTok enhances brand protection with tools against counterfeit listings | Retail Asia

News Technology Staff Reporter , All countries Published: 23 hours ago Photo by Alexander Shatov via Unsplash TikTok enhances brand protection with tools against counterfeit listings The tools will help brands track sentiment and report IP violations. TikTok has introduced new brand protection tools to help retailers monitor consumer sentiment, identify suspicious product listings, and report counterfeit goods on TikTok Shop. The tools, announced at TikTok’s APAC Responsible Media Forum in Singapore on 27 October, help brands track conversations about their products, escalate intellectual property concerns, and review seller authorisations. TikTok Market Scope Brand Perception, available through Business Center, shows how much people are talking about a brand, their sentiment, and the topics they discuss. Brands can report suspected copyright and trademark infringements through TikTok’s reporting channels or their account teams. TikTok Shop’s Intellectual Property Protection Center allows brands and rights holders to report infringing listings. Confirmed violations result in listing removals and seller strikes. Meanwhile, TikTok Real enables brands selling on TikTok Shop to review seller authorisations, receive alerts about suspicious listings, and remove confirmed counterfeit products. The tools form part of TikTok’s broader approach to brand safety, which extends beyond controlling where advertisements appear to helping brands identify potential risks and protect their reputations. The platform also offers advertising controls such as inventory filters, category exclusions, vertical sensitivity settings, and exclusion lists. Independent verification partners, including DoubleVerify, Integral Ad Science, and Zefr, provide additional checks. TikTok also introduced its Brand Safety Center and Brand Protection Playbook at the forum, alongside AI Safety Essentials, a guide to responsible artificial intelligence (AI)-powered creativity in advertising developed with independent marketing consultancy Responsible Marketing Advisory. The announcements came as TikTok outlined its existing content moderation measures. Between April and June, it removed more than 30 million videos across 10 Asia-Pacific markets for violating its Community Guidelines, equivalent to around 0.3% of all videos published in the region during the period. According to TikTok’s latest Community Guidelines Enforcement Report, 99.5% of the videos were removed proactively, whilst 91% were removed within 24 hours. Globally, automated systems, including AI moderation, accounted for 97.4% of video removals during the quarter. TikTok also highlighted its measures to promote transparency in AI-generated content. “We've labelled over [three] billion videos as [AI-generated content] using a combination of Content Credentials, creator labelling tools and our invisible watermarking technology,” said Francis Stones, head of global responsible media and brand safety at TikTok Global Business Solutions. Stones added that the platform was expanding its labelling technologies and partnerships to support responsible AI use as more creators explore the technology.