Safety concerns on social commerce rise

A Welsh haircare brand pulls its products from TikTok Shop after fake listings raise safety concerns and draw regulatory attention.

TikTok Shop Fakes Prompt Welsh Hair Syrup Brand to Pull Products

Lucie MaCleod, 25, founder of Hair Syrup and a Pembrokeshire native, says she was earning millions of pounds on TikTok Shop before counterfeit listings surfaced and forced her to pull products. The episode highlights how quickly a growing social marketplace can derail a small business when knock-offs appear.

City of London Trading Standards said it has serious concerns about TikTok Shop regarding the sale of unsafe products advertised on this platform, underscoring regulatory interest in how marketplaces police listings. TikTok Shop has been asked to comment.

The case reveals a tension at the heart of social commerce: rapid reach versus robust safeguards. Small brands rely on marketplaces to access wider audiences, but counterfeit and unsafe items can hollow out margins and damage trust. Regulators are paying closer attention to how platforms verify sellers and remove risky listings, which could lead to tougher rules and higher compliance costs for e commerce players.

This incident could push platforms to invest more in vetting, quality control, and transparent communication with brands and buyers. It also raises questions about who bears the cost of risk when a marketplace becomes a de facto storefront for fakes and unsafe goods.

Highlights

Regulators will watch how platforms police listings as e commerce evolves.