英国知识产权局联合伦敦警方、TikTok 英国平台开展跨境直播售假专项整治行动，查获华人运营的数十个 TikTok 英国直播账号，直播间长期低价售卖仿冒耐克、阿迪达斯运动服饰，涉案货值超 120 万英镑，运营团队已被警方抓捕，案件移送刑事立案。
执法调查显示，运营团队搭建标准化仿品直播场景，直播间背景墙、主播服装、口播话术完整复刻品牌官方直播间，以 9.9 英镑低价引流，海外消费者下单后通过国际快递配送仿冒服饰至全英各地。主播全程引导粉丝下单，团队分工负责货源、直播、物流、售后全流程，规模化开展商标侵权经营。
TikTok 平台配合执法行动，永久封禁全部关联直播账号，冻结账户内全部经营资金，平台仓库扣押上万件侵权服饰。英国警方表示，大批量制造、跨境销售假冒注册商标商品，突破民事侵权范畴，构成假冒注册商标刑事犯罪，相关责任人将面临有期徒刑与高额罚金。
平台官方发布合规公告，要求所有 TikTok Shop 跨境主播、达人自查直播画面、商品素材，无品牌授权不得在直播间展示、提及品牌商标，仅引流不发货的达人、团购团长同样构成帮助侵权，需承担法律责任。
The UK Intellectual Property Office, in conjunction with London police and TikTok UK, conducted a crackdown on cross-border livestreaming counterfeit goods sales. They uncovered dozens of TikTok UK accounts operated by Chinese individuals, which were selling counterfeit Nike and Adidas sportswear at low prices for an extended period. The total value of the counterfeit goods exceeded £1.2 million. The operating team has been arrested, and the case has been transferred to criminal proceedings.
The investigation revealed that the team created standardized livestreaming scenarios, perfectly replicating the official brand livestreams in terms of background, host attire, and scripts. They attracted viewers with prices as low as £9.90, and after overseas consumers placed orders, the counterfeit clothing was shipped to various parts of the UK via international courier. The hosts guided viewers through the entire process, with the team responsible for sourcing, livestreaming, logistics, and after-sales service, operating a large-scale trademark infringement business.
TikTok cooperated with the enforcement action, permanently banning all associated livestreaming accounts, freezing all operating funds in the accounts, and seizing tens of thousands of counterfeit clothing items from its warehouse. British police stated that the large-scale manufacturing and cross-border sale of counterfeit trademarked goods transcends the scope of civil infringement and constitutes a criminal offense of trademark infringement. Those responsible will face imprisonment and hefty fines.
The platform has issued a compliance notice requiring all TikTok Shop cross-border livestreamers and influencers to self-check their livestream footage and product materials. They are prohibited from displaying or mentioning brand trademarks in their livestreams without brand authorization. Influencers and group-buying leaders who only drive traffic but do not deliver goods are also considered contributory infringement and will be held legally responsible.