TikTok Shop has announced stringent penalties for channels posting repetitive and unengaging short videos. The harshest penalty involves revoking e-commerce access, while moderate measures include permanently blocking traffic, and the lightest sanction is a temporary traffic block.
According to TikTok Shop, such content degrades platform quality, negatively impacting user trust and engagement. The platform defines “unengaging and repetitive content” as product videos that are nearly identical, with minor changes that add no informational or entertainment value.
Examples include: posting a large number of nearly identical videos with minimal creativity; videos showing only products or hands without faces, voices, or personal context; overusing text-to-speech tools or basic text overlays without personal commentary from creators; or posting the same content across multiple accounts.
TikTok Shop’s example of unengaging, repetitive content – Screenshot
In an interview with Người Lao Động newspaper, Mr. Nguyễn Lâm Thanh, representative of TikTok Vietnam, confirmed that these regulations have long been in place, with low-quality or non-copyrighted content considered violations.
Mr. Thanh stated that the platform clearly communicates policy changes and sends warnings to accounts upon detecting violations. However, many users ignore these warnings, accumulating hundreds of violations unknowingly. “The most important thing is for account owners to carefully read notifications to avoid this situation,” he emphasized.
From an e-commerce perspective, Master Đỗ Quang Huy views this as a necessary “bug fix” to eliminate content clutter. He analyzed that many creators and sellers exploit loopholes, mass-producing nearly identical videos with minimal content or context changes, prioritizing quantity over quality. This “instant noodle” approach not only diminishes the value of well-crafted videos but also reduces user interest over time.
Experts believe that tightening content standards will make TikTok healthier, compelling creators to focus on quality rather than quantity. This is seen as an essential step to protect user experience and ensure the platform’s sustainable growth.
“Sellers accustomed to this easy approach will feel impacted and complain as policies change. The overall trend is that platforms are increasingly tightening policies to enhance quality and user experience,” Mr. Huy noted.
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