TikTok launched its shopping feature in the first EU countries at the end of 2024. Since February 2025, it has been available in Germany, allowing users to purchase products directly through the app. For TikTok, the app’s shopping feature means increased brand growth and revenue.
However, monetizing content raises specific legal questions: For example, who is liable when illegal products, such as T-shirts bearing the imperial eagle, are sold?
In Deutschlandfunk’s “mediasres” podcast, media law expert Prof. Dr. Matthias C. Kettemann explains that TikTok bears much of the responsibility. While the providers are also liable, much of the content is AI-generated, making prosecution difficult. TikTok is a better point of contact because the app provides access to this illegal content and thus bears legal responsibility. Kettemann emphasizes: “It’s not a question of whether it’s illegal or not. It’s clearly illegal, and it’s also clearly a problem that TikTok is profiting from it.” He adds that TikTok is obligated to swiftly remove illegal content. The EU Commission has already initiated proceedings against TikTok.
Click here for the interview. The interview is only available in German.
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