It’s common for brands to refresh their product packaging from time to time. While these updates are exciting for brands, they can sometimes lead to confusion among customers if sellers continue using old product images or titles. To help you list these items accurately and maintain buyer trust, here are TikTok Shop’s latest Branded Product Listing Guidelines you should follow whenever packaging changes.

Product Image Guidelines

When a brand updates its packaging design, your product listing should reflect those updates as soon as possible. This helps maintain accuracy, builds customer trust, and ensures your shop stays compliant with TikTok Shop’s policies.

Let’s break down what the guidelines mean:

1. Update your main image

Your main product image is the first thing customers see when browsing TikTok Shop. It must always show the latest version of the product packaging that buyers will receive.

This is important because:

• It prevents misunderstandings where buyers think they’re getting the new version but receive the old one instead.

• It ensures your listing matches what’s actually shipped to the customer, which helps avoid refund requests or negative reviews.

• It strengthens your reputation as a transparent and trustworthy seller.

2. Include a comparison image

When a brand introduces a new packaging design, customers might still see both the old and new versions being sold online. To avoid confusion, upload an additional product image showing both designs side by side.

This comparison image helps customers:

• Recognise that both versions are genuine products.

• Understand that the change is part of the brand’s official refresh, not a sign of counterfeit goods.

• Feel confident about what they’re purchasing, regardless of which version they receive.

Product Title Guidelines

When a brand updates its packaging, customers might see both the old and new versions being sold at the same time. This can easily cause confusion, especially if the designs look different but the product itself hasn’t changed.

That’s why TikTok Shop encourages sellers to add a short note in the product title to make it easier for buyers to recognise which version they’re purchasing.

1. Add clear identifiers in your title

You can use short, direct notes like:

• “New Packaging”

• “Updated Label Design”

• “2025 Version”

These short phrases quickly tell customers that the product they’re looking at has a new look, not a different formula or fake version.

2. Example of a good title

Instead of listing your product as:

“ABC Skincare Whitening Lotion 200ml”

You can update it to:

“ABC Skincare Whitening Lotion 200ml (New Packaging)”

This makes it clear, professional, and buyer-friendly, helping customers feel confident that they’re purchasing the most current product version.

Product Description Guidelines

Your product description plays a key role in helping customers understand exactly what they’re buying. When a brand introduces new packaging, especially one that includes new security or verification features, your description should communicate those updates clearly but accurately.

1. Highlight new security or verification features

If the updated packaging comes with added authenticity elements such as a QR code, hologram sticker, or security label, you can mention these details in your product description.

For example:

“New packaging includes a security hologram for authenticity verification.”

This kind of information reassures customers that your product is genuine and that you’re selling the latest version from the brand. It’s also helpful for buyers who may notice these new elements for the first time.

2. Avoid misleading or false claims

While it’s important to explain packaging updates, you must never imply that older versions are fake, discontinued, or less authentic. Both the old and new packaging designs may still be distributed by the brand at the same time, so both are genuine.

Avoid statements such as:

• “Only this new design is 100% authentic.”

• “Old packaging has been discontinued. Only the new version is real.”

• “No hologram sticker = Not authentic!”

These claims are misleading and can violate TikTok Shop’s Branded Product Listing Guidelines, potentially leading to policy action or loss of customer trust.

3. Focus on clarity and transparency

The goal of your description is to inform customers, not to create unnecessary doubts about authenticity. Be clear, neutral, and factual.

For instance:

“The brand has updated its packaging design in 2025. You may receive either the old or new packaging, both are 100% genuine.”

This communicates the update honestly and prevents misunderstandings during the brand’s transition period.

Keep Your Listings Accurate and Efficient

Clear and accurate listings show professionalism and build trust especially when brands roll out new packaging. Following TikTok’s Branded Product Listing Guidelines helps you stay transparent, avoid confusion, and maintain a smooth buying experience for customers.

If you manage multiple stores or platforms, keeping product information consistent can be challenging. BigSeller simplifies that process with automated tools for bulk editing, inventory syncing, and order tracking, all in one place. It’s a free, reliable ERP designed for Southeast Asian sellers who value efficiency and accuracy.