Do you often go LIVE on TikTok to promote your business and host giveaways, lucky dips and spin to win? If so… you need to stop!
TikTok have announced a ban on all Gamification and Gambling actions for TikTok users, especially those with a TikTok shop. This decision has raised concerns for businesses relying on promotional features like spin to win and lucky draws. Here’s everything you need to know, and some alternative ideas for TikTok LIVE shopping.
Why Did TikTok Ban Spin to Win, Lucky Dips and Lucky Scoops?
TikTok Shop are cracking down on their gambling, gifting and surprise-based product guidelines to ensure safety and authenticity across the platform, whilst complying with gambling laws. As TikTok Shop and LIVE shopping are on the rise, it is important to understand the rules and regulations in place as a business owner.
What is the Difference Between Gambling and Gamification?
Gambling is referred to as “the carrying out and or promotion of all gambling activities is strictly prohibited on Livestreams and Videos on TikTok Shop UK. Gambling-related products, services and paraphernalia are also not allowed to be sold on TikTok Shop UK.” (TikTok Shop Academy, 2023) These include, but are not limited to:
- Roulette and Roulette Game Entry
- Lottery / Raffle Tickets
- Sweepstakes
- Claw Machine and Claw Machine Entry
Whereas, gamification refers to “a game that has an element of chance determines item(s) a buyer will receive. This can be in instances where the buyer pays or does not pay to participate.” (TikTok Shop Academy, 2023)
These include, but are not limited to:
- Lucky spin / lucky wheel
- Giveaway entry
- Lucky scoop / lucky draw
What Does this Mean for Businesses Relying on Gamification Activities?
For businesses who rely on activities like spin to win, giveaways and lucky draws, this may seem like a setback. However, this provides an opportunity to rethink and improve their marketing strategies, especially on TikTok LIVE.
However, TikTok Shop does allow surprise-based products like mystery boxes, although you must be invited by TikTok Shop to have this option, and supports free giveaways and purchase-based incentives like buy one get one free!
What Can I Do Instead: Free Giveaways and Purchase-Based Incentives
Businesses can continue to host free giveaways and purchase-based incentives through TikTok Shop’s Gift Tool. You cannot host a giveaway using any of the mentioned Gambling or Gamification activities, however TikTok shop does support ‘Join to win’ and ‘comment to win’ scenarios.
Join to win countdown giveaways refer to a method of entering a brands giveaway by joining their LIVE. The user will enter the live and click the Giveaway icon, selecting to join and enter the giveaway. Users can then watch the LIVE until the end of the giveaway countdown. Once the countdown ends, the giveaway results will be automatically generated and displayed on the livestream. The user will then receive a TikTok shop inbox notification inviting them to fill out their details and redeem the gift. Alternatively, comment to win follows the same method, but users comment instead of tapping the giveaway icon, they can simply comment to be entered.
For those without the Gift Tool, giveaways are still supported, however it must be free for the user to join, the maximum value of the product can be no more than £20, the giveaway cannot be cash, and the terms of the giveaway must be stated; we recommend pinning the rules as the top comment on the LIVE.
Buy one get one free, or buy one get several free, is supported on TikTok Shop, as long as it meets the following criteria:
- The gift or incentive must be listed in the product title at the listing stage
- Terms of the incentive must be stated on LIVEs and videos
- The maximum value of the free item is £20
- The free item cannot be cash
What Will Happen if I Continue to Host Spin to Win and Lucky Draws?
TikTok Shop regularly monitors product listings, livestreams and content. If creators violate these guidelines, there are a range of actions they may take, such as removal of the product from the platform, removing or blocking content, warning messages, suspension, withdrawal of TikTok Shop, and ultimately reporting the creator to authorities.
TikTok LIVE Shopping
TikTok LIVE shopping is shaping the world of E-Commerce, so make sure to comply with the rules and regulations to make the most out of it! If you’re looking for TikTok help, be sure to follow our TikTok @MorganBranding for daily tips, updates and information on all things TikTok for Business!
