TikTok Shop 美国站开展广告合规整治，查处数百名跨境卖家投放信息流短视频广告时，擅自使用竞品品牌商标作为封面、标题关键词，引导用户跳转自家平价替代商品店铺。
平台判定该行为属于商标混淆不正当竞争，一次性永久封禁所有违规商家全站广告投放权限，下架全部相关短视频商品链接，同步将侵权信息移交品牌方发起民事诉讼。
跨境运营从业者提醒，欧美短视频信息流广告商标管控远严于国内，不可借用竞品品牌商标蹭流量，广告素材只能使用自有注册商标。
TikTok Shop's US site has launched a campaign to rectify advertising compliance issues, investigating hundreds of cross-border sellers who used competitors' trademarks as cover and title keywords in their in-feed short video ads, directing users to their own stores selling affordable alternatives.
The platform determined this behavior constituted unfair competition through trademark confusion and permanently banned all offending sellers from running ads across the entire site, removed all related short video product links, and simultaneously transferred the infringement information to the brand owners for civil litigation.
Cross-border e-commerce operators remind sellers that trademark controls for short video in-feed ads in Europe and the US are far stricter than in China. Using competitors' trademarks to gain traffic is strictly prohibited; ad creatives must use only the seller's own registered trademarks.