TikTok Shop pilots alcohol sales with three-stage age checks

TikTok Shop has begun trialling alcohol sales in the UK, introducing a three-stage age-verification process.
The pilot is limited to a small group of approved, licensed retailers, with products reportedly including Johnnie Walker Black Label whisky, AU Vodka and Estrella Damm’s Inedit beer.
Alcohol products will not appear organically in users’ ‘For You’ feeds, and can only be found by searching within the TikTok Shop tab.
Shoppers will face age checks when setting up an