TikTok Shop Philippines said brand integrity remains essential to sustaining the digital economy’s growth as more consumers and businesses increasingly rely on online marketplaces amid the ongoing fuel crisis.
While the platform has opened new opportunities for entrepreneurs and provided consumers with a wider range of products, it has also exposed buyers and sellers to risks posed by counterfeit and illegally manufactured goods.
“To the buyers, it's important for us that consumers are able to transact with confidence and feel that this is a safe place to do transactions,” said Yves Gonzalez, head of public policy for TikTok Shop Philippines, during a panel discussion held at the TikTok Shop Summit.
“And for brands and sellers, it's important that they know they are in a platform where intellectual property is respected and authenticity is valued,” he added.
Strengthening platform safeguards
To strengthen its “safety-by-design” approach, TikTok Shop said it has partnered with the Intellectual Property Office of the Philippines (IPOPHL) and the Department of Trade and Industry (DTI) to improve enforcement and educate sellers on compliance with intellectual property and e-commerce regulations.
According to TikTok Shop’s latest safety report, the platform rejected 1.4 million seller registration applications between January and June 2025 for failing to meet its standards.
The global discovery platform also said more than 70 million counterfeit or unsafe products were blocked during the same period while around 200,000 prohibited or restricted products were removed after being listed.
The platform requires prospective sellers to undergo a verification process that includes the submission of identity and business documents as well as compliance checks with applicable laws and regulations.
New sellers are also placed under a probationary period with limits on orders and product listings until they demonstrate compliance with marketplace rules.
AI flags suspicious listings
TikTok Shop added that artificial intelligence has helped accelerate the detection and removal of counterfeit products by flagging suspicious listings for review by human moderators.
To support enforcement efforts, the company also introduced its IP Protection Platform Center, which allows brands to upload intellectual property assets and report counterfeit or trademark-infringing listings for review and takedown.
Government agencies reinforce oversight
Meanwhile, government agencies acknowledged the challenges of regulating online commerce as more businesses shift to digital platforms.
“It's very hard to monitor sellers in the online space because it doesn't follow the traditional borders that we have,” said Christine Pangilinan-Canlapan, director of IPOPHL’s Bureau of Legal Affairs.
IPOPHL emphasized that protecting intellectual property requires a “whole-of-society” approach, with cooperation among the government, private sector and brand owners.
Also, the agency encouraged businesses to register their trademarks and work with authorities to report counterfeit products and intellectual property violations online.
Collaboration key to digital economy growth
The DTI’s mandate has also expanded to include e-commerce regulation, reinforcing efforts to ensure a safer and more reliable digital marketplace.
Lorenzo Martin Hautea of the DTI’s E-Commerce Bureau said the Internet Transactions Act outlines responsibilities for online merchants and digital platforms. This includes registration, verification, accountability, data privacy and dispute resolution mechanisms.
The DTI also promotes consumer trust through initiatives such as the E-Commerce Philippine Trustmark, a digital badge awarded to businesses that comply with legal and ethical e-commerce standards.
Hautea noted that TikTok Shop was the first e-marketplace to receive the trustmark.
Both TikTok Shop and government agencies underscored the importance of collaboration in protecting consumers, supporting micro, small and medium enterprises and sustaining the growth of the country’s digital economy.
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