- TikTok Shop published a new Seller Enforcement Policy on October 6, 2026.
- Further enforcement can follow as Account Health Rating drops to 150, 100, 50 and 0 points.
- Funds can be withheld for 45, 90 or 365 days depending on severity.
- Shops can be linked through shared contacts, payments, devices or operators, and sellers answer for third parties running their shop.
- Off-platform redirects and asking buyers for personal data in inserts or messages are prohibited.
On October 6, 2026, TikTok Shop added a new Seller Enforcement Policy to Seller University. It pulls together how the platform punishes violations, and for US brands it raises the cost of getting account health wrong. Platform rules change often, so confirm the current version in Seller Center before you act on any number here.
What changed
- Account Health Rating thresholds. Further enforcement can follow as your AHR drops to 150, 100, 50 and 0 points.
- Fund withholding. Funds can be held for 45, 90 or 365 days depending on severity, and permanently for deceptive, fraudulent or illegal activity.
- Connected accounts. Shops can be treated as connected through shared contacts, payment details, operators, devices or business operations.
- Third parties. You are responsible for shops run on your behalf, including by agencies.
- Creator accounts. If a shop is deactivated or its order limit hits zero, linked Official and Marketing creator accounts lose e-commerce permissions too.
- Buyer data. Off-platform redirects and asking for personal data in inserts or follow-up messages are prohibited.
- Appeals. Two appeals per violation: the first within 30 days, the second within 15 days of rejection.
Source: Seller University policy summary, October 7, 2026.
What it means for your profit
A 90-day fund hold on a $100K month means $100K of working capital you cannot use for stock, samples or ads. For most private label brands that is more damaging than the violation itself. Account health is now a cash flow question, not just a compliance one.
What to do this month
- Check your Account Health Rating every week and know which threshold you are closest to.
- Audit package inserts and post-purchase messages for anything that sends buyers off TikTok.
- Make sure your shop does not share devices, payment details or logins with any other shop.
- If an agency runs your shop, ask how they separate client accounts.
- Review creator videos for risky claims, since they can count against your shop.
Want a second pair of eyes on your account health? Our free profit check includes an account risk review, or work through the TikTok Shop profit checklist yourself.
Want to know how this affects your shop specifically?
Get a free profit checkFrequently asked questions
What is the TikTok Shop Seller Enforcement Policy?+
A policy published on October 6, 2026 that sets out how TikTok Shop enforces violations, including Account Health Rating thresholds, fund withholding, connected-account rules and appeals.
How long can TikTok Shop hold my funds?+
Under the October 2026 policy, funds can be withheld for 45, 90 or 365 days depending on severity, and permanently in cases of fraud or illegal activity.
Can an agency running my shop get me penalised?+
Yes. The policy makes sellers responsible for shops run by third parties on their behalf, so choose partners with clean account practices.
