TikTok Shop东南亚电商宣布自2026年5月28日起更新《品牌规避政策》，在原有制止现实及数字对抗手段的基础上，明确将文字关注的行为规避行为侵犯全局——包括故意用错别字、插入符号或数字、增减空格等方式品牌伪装名称（如用“Nik3”“N!ke”“N ik） e“替代Nike、“Addidas”替代Adidas）此类，伪装出现在商品、详情页、直播话术或短视频中均会被判定为品牌规避，相关商品信息或将被删除，情节严重者店铺面临处罚甚至立即封号；平台提醒所有跨境卖家自查在商品列表及已发布音视频，确保品牌名称与内容注册商标完全一致，不得做任何变体改写，以符合知识产权合规要求。
TikTok Shop, the Southeast Asian e-commerce platform, announced an update to its Brand Avoidance Policy starting May 28, 2026. Building upon existing measures to prevent real-world and digital counter-measures, the policy explicitly addresses text-based brand avoidance behaviors that infringe on the platform's overall brand image. These include deliberately using misspellings, inserted symbols or numbers, or adding/removing spaces to disguise brand names (such as using "Nik3," "N!ke," or "Nike" instead of Nike, or "Addidas" instead of Adidas). Such misrepresentation appearing in product listings, product detail pages, livestream scripts, or short videos will be considered brand avoidance, potentially leading to the removal of related product information. In severe cases, stores may face penalties or even immediate account suspension. The platform reminds all cross-border sellers to self-check their product listings and published audio/video content to ensure that brand names are completely consistent with registered trademarks and that no variations or alterations are permitted, in order to comply with intellectual property compliance requirements.