The Unreal campaign has operated for over a decade to educate young consumers on intellectual property, trademarks, brands and the dangers of counterfeit products. The initiative is available to all INTA members across 181 countries and provides capacity for individual sessions and tools to raise awareness. In May 2025 TikTok and INTA launched a year-long campaign to empower young shoppers to make mindful purchasing decisions and recognize the serious risks of counterfeit goods through a series of engaging materials and articles. TikTok removed more than 450,000 products for IP violations between July and December 2024 and is expanding enforcement alongside its shopping push; increased user awareness is expected to aid those efforts.
The Unreal campaign, which has already been running for over a decade, aims to educate young consumers about the importance of intellectual property, trademarks and brands, and the dangers of purchasing counterfeit products. The initiative is available to all INTA members, across 181 countries, providing capacity for individual sessions and tools to help raise awareness of related concerns. In May 2025, TikTok and INTA launched a year-long campaign to empower young shoppers with the knowledge they need to make mindful purchasing decisions and understand the serious risks linked to counterfeit goods.
Through a series of engaging and articles released throughout the year, the campaign will shed light on the wide ranging risks of counterfeit products. For its part, TikTok says that it removed more than 450k products for intellectual property violations between July and December 2024, and the job of enforcing its rules on this front is expanding with its broader shopping push. So TikTok is also working to actively enforce the same, but ideally, more users raising more awareness will also assist.
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