TikTok Shop and IIPPF swap notes on counterfeits: test purchases on behalf of rights holders, AI-image labelling

The International Intellectual Property Protection Forum (IIPPF), whose secretariat is run by JETRO, met TikTok Shop in Tokyo on 8 October 2026 to discuss IP protection. TikTok Shop described measures such as test purchases made on rights holders' behalf and rules for labelling AI-generated content. It matters both to brands that are copied and to sellers on TikTok Shop.

Key points

The meeting was held in Tokyo on 8 October with 33 attendees from IIPPF member companies and groups; TikTok Shop launched in Japan on 30 June 2025 and signed a cooperation MOU with IIPPF's internet project team on 14 Jul
TikTok Shop said look-alikes and character goods with many designs are hard for the platform to judge alone, and that reports via its IP protection centre help improve monitoring; it also described making test purchases
Participants reported genuine-product listings using apparently AI-generated package images; TikTok Shop outlined required labelling of AI content in LIVE and short videos, a ban on expressions that mislead about product

Background

IIPPF was set up in April 2002 as a cross-industry platform of companies and groups working to resolve counterfeiting and piracy problems overseas; the Japan Patent Office supports it and JETRO is the secretariat. Its internet project works against online counterfeits through exchanges with domestic and overseas e-commerce operators.

This article is based on JETRO's report and mainly presents TikTok Shop's own measures; it gives no figures on their effect.

What it means for shops

Brands and designers get a clearer picture of reporting routes and evidence-gathering on TikTok Shop. Sellers on the platform should also know that AI-generated images or misleading expressions can lead to removal of product links.

What shops should do

Check platforms such as TikTok Shop regularly for copies of your brand, product names or characters

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Original releaseJETRO ビジネス短信jetro.go.jp ↗

Summaries are written by Seiichi Studio based on the original releases. Always check the source for the exact details.

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