LONDON – Along with makeup, clothes and electronics, you may soon be able to buy alcohol on TikTok Shop. The popular Chinese app is trialing alcohol sales in the United Kingdom.
According to a report from The Times, TikTok says it is working with a small group of licensed alcohol sellers and has introduced strict safeguards aimed at preventing underage purchases.
The company says it is using a three-step age verification process. Users’ ages are checked when they create an account, again at checkout, and a third time upon delivery, when drivers must verify a valid ID before handing over alcohol.
The trial currently includes a select group of well-known brands, such as Johnnie Walker Black Label Scotch whisky, AU Vodka and Inedit Beer. TikTok says participation is invite-only and limited to a small number of approved vendors.
Still, the move is raising concerns among consumer advocates and regulators. TikTok is especially popular among younger audiences, and questions about how effectively the platform verifies users’ ages have persisted.
Earlier this summer, the BBC reported that the U.K.’s media regulator, Ofcom, had opened an investigation into whether TikTok is doing enough to keep children off its platform. The move followed a May review that criticized the app for not being “safe enough” for younger users and called for stronger protections around children’s online safety.
While that probe is not directly tied to alcohol sales, it highlights broader concerns about age verification and youth safety on the platform.
TikTok is also facing legal challenges in the United States over allegations related to youth-focused design and child privacy protections.
