TikTok Shop 东南亚区域发布全新直播合规规则，启动短视频、直播间画面全天候 AI 商标抽检，只要直播背景、主播手持道具、口播话术出现未授权注册商标，直播间立即断播，扣除店铺合规分。
平台重点筛查服饰、美妆、潮玩、运动四大类目直播间，不少主播仅为装饰背景摆放品牌海报、LOGO 摆件，未售卖对应商品，仍被判定商标性使用，触发违规处罚。
平台合规团队解释，直播间属于公开商业宣传场景，任何形式展示他人注册商标用于引流，均构成商标侵权，无论是否售卖对应商品。
TikTok Shop Southeast Asia has released new compliance rules for live streaming, launching 24/7 AI-powered random checks on short videos and live stream footage for trademark infringement. If any unauthorized registered trademarks appear in the live stream background, props held by the streamer, or in their spoken word, the live stream will be immediately cut off, and the store's compliance score will be deducted.
The platform is focusing its screening on live streams in four main categories: apparel, beauty, trendy toys, and sports. Many streamers were found to have used brand posters and logos merely as decorative backgrounds, without selling any corresponding products, yet were still deemed to have used trademarks improperly, triggering penalties.
The platform's compliance team explained that live streams are public commercial promotional spaces, and displaying others' registered trademarks in any form for traffic generation constitutes trademark infringement, regardless of whether corresponding products are sold.