Insider Spotlight
The session convened brand owners, rights holders, and platform partners to discuss enforcement trends, platform tools, and how intellectual property (IP) protection supports business growth in e-commerce.
It coincided with National Intellectual Property Month, reinforcing the role of IP in building trust in digital marketplaces.
Why it matters
Stronger IP enforcement is central to e-commerce growth as platforms battle counterfeit goods that can erode consumer trust and brand value. TikTok Shop is positioning safety and authenticity as core to its marketplace model.
“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.”
By the numbers
Globally, TikTok Shop said it rejected more than 40 million product listings for IP violations and removed over two million listings already on the platform between January and June 2025.
The company attributes this to ongoing investments in detection systems and enforcement processes.
The platform’s Intellectual Property Protection Center allows brands to register, monitor, and report violations more efficiently, streamlining enforcement actions and enabling faster response times, according to details shared in a company release highlighted as part of broader ecosystem efforts.
What brands are saying
“Protecting intellectual property is essential to maintaining the integrity of our brand and the trust we've built with Filipino customers over time,” said Cristina Montinola, franchise & export manager, Bench.
“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,” Montinola said.
“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,” said Javier Sabarre, SEA marketplace manager, PUMA.
The bottom line
As counterfeit risks rise with e-commerce growth, TikTok Shop is betting that tighter IP enforcement and closer government ties will be key to winning brand trust—and sustaining long-term marketplace credibility. —Princess Daisy C. Ominga | Ed: Corrie S. Narisma
