TikTok Shop ramps up authenticity drive with the Philippines' IP regulator

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TikTok Shop and the intellectual property office of the Philippines (IPOPHL) have reinforced their joint commitment to IP protection, positioning stronger safeguards as a cornerstone for trust, brand growth, and a healthier eCommerce ecosystem.

The renewed focus was highlighted through TikTok Shop’s latest IP Bootcamp, which convened brand owners, rights holders, and platform partners for practical discussions on tackling infringement in the digital marketplace.

Held in line with National Intellectual Property Month, the initiative underscored the growing importance of IP protection in sustaining consumer confidence and enabling businesses to scale in increasingly competitive online environments.

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For TikTok Shop, IP protection is framed not just as compliance, but as a critical trust mechanism underpinning the entire marketplace experience.

“Safety is at the core of how we operate on TikTok Shop, as a marketplace only thrives when it is built on authenticity,” said Yves Gonzalez, head of public policy for the Philippines at TikTok Shop. “When a consumer clicks ‘buy’ on the platform, they are also buying into the promise of a brand. Our responsibility is to help ensure that promise is protected through strong policies, proactive enforcement, and tools that empower rights holders to act in real time.”

Globally, TikTok Shop reported that between January and June 2025, more than 40 million products were proactively rejected for IP violations, with over 2 million additional listings removed after going live. The figures point to growing investment in detection systems and enforcement processes aimed at limiting counterfeit goods.

Central to this effort is TikTok Shop’s intellectual property protection centre (IPPC), a dedicated platform enabling rights holders to register, monitor, and report infringements more efficiently. The company said the tool is designed to reduce response times while allowing brands to focus on growth and customer engagement.

Beyond enforcement, the bootcamp highlighted how IP protection is increasingly tied to commercial outcomes, particularly within TikTok Shop Mall – the platform’s curated environment offering verified, authentic products from local and international brands.

Panel discussions with brand partners illustrated how stronger safeguards can translate into tangible business benefits, from protecting brand equity to reducing counterfeit-related risks and improving consumer confidence.

“Protecting intellectual property is essential to maintaining the integrity of our brand and the trust we’ve built with Filipino customers over time. TikTok Shop Mall allows us to engage with consumers in a more meaningful and confident way, knowing that there are strong safeguards in place that help us protect our products while we grow in a fast-moving digital space,” said Cristina Montinola, franchise and export manager at Bench.

“For a global brand like PUMA, maintaining brand integrity across every market is critical. TikTok Shop Mall’s commitment to authenticity and its IP protection measures give us added confidence that our brand is properly represented online, while also enabling us to connect with highly engaged communities through content-driven discovery in a way that supports both trust and growth,” added Javier Sabarre, SEA marketplace manager at PUMA.

The partnership between TikTok Shop and IPOPHL extends beyond enforcement into education, notably through the #TikTokShopSmart initiative. The programme focuses on equipping both consumers and sellers with practical knowledge to identify counterfeit goods and protect intellectual property.

For consumers, this includes guidance on spotting fake products and making informed purchasing decisions. For sellers and rights holders, it highlights tools such as the IPPC and best practices for safeguarding brands on the platform.

“Intellectual property protection is essential to fostering innovation, fair competition, and consumer trust in today’s digital economy. Our continued partnership with TikTok Shop reflects a shared commitment to equipping businesses, rights holders, and consumers with the knowledge and tools they need to help build a safer and more accountable eCommerce environment,” said Christine V. Pangilinan-Canlapan, director of the bureau of legal affairs and supervising director of the IP rights enforcement office at IPOPHL.

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