As a part of its ongoing efforts to enhance its in-app buying expertise, TikTok has joined the Worldwide Trademark Affiliation’s (INTA) “Unreal” marketing campaign, which goals to lift consciousness about counterfeits, and deter individuals from being duped by faux listings.
The Unreal marketing campaign, which has already been operating for over a decade, goals to educate younger customers concerning the significance of mental property, emblems 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 classes and instruments to assist elevate consciousness of associated issues.
And now, TikTok may 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 choices and perceive the intense dangers linked to counterfeit items. By a collection of participating TikTok movies and articles launched all year long, the marketing campaign will make clear the broad 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 might result in a nasty buying expertise.
TikTok has been pushing its in-stream buying choices as onerous as it may possibly, with a spread of promotions of live-stream buying occasions, particularly, because it seeks to duplicate the success it noticed with the identical in China.
The Chinese language model of TikTok, referred to as Douyin, now generates the vast majority of its income from in-stream buying, and it’s seen astronomical development in reside buying, which TikTok has sought to additionally increase in its app.
However Western audiences to date haven’t been as , which has put a dampener on TikTok’s earnings potential. However it’s nonetheless attempting, and it’s seemingly nonetheless assured that it may possibly make TikTok buying a major ingredient, and produce 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 accredited sellers, versus undercutting them by showcasing fakes.
Which is tough 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 buying push. So TikTok can also be working to actively implement the identical, however ideally, extra customers elevating extra consciousness may even help.
You possibly can study extra about TikTok’s partnership with INTA right here.
