TikTok has barred sellers from listing iPhones, iPads, televisions, diamonds, gift cards, and precious metals as prizes in its “Surprise Set” livestream auctions, following complaints from users who bid high expecting to win Apple devices but instead received cheap items like teddy bears and charging cords.
The “Surprise Set” feature, added to TikTok late last year, allows auction hosts to create buckets of up to 500 products. The highest bidder wins a random item from that pool. Hosts had been displaying stacks of expensive electronics — iPhones, iPads, and MacBooks — on camera to drive up bids, while the majority of available prizes were low-cost goods. Viewers could check live win probabilities through a small button on the screen, but many appeared unaware of their slim odds of landing a high-value item.
Frustration played out publicly in stream chatlogs. One bidder who paid $147 wrote, “That’s a scam. Please return my money,” after a digital prize wheel landed on a Labubu-style plushie retailing for around $20. Another, who paid $55 and received a charger, wrote, “This is false advertising. Calling my bank now.”
WIRED contacted TikTok for comment on a Wednesday in June 2026, sharing examples of the complaints. The following day, TikTok announced the policy change — which the company said was already in development. After the update, WIRED observed hosts complying with the new rules, with no iPhones appearing in Surprise Set streams.
“TikTok Shop requires all sellers, including those running Surprise Sets, to accurately present what is being offered. We will take enforcement action on violations of our policies, including removing products and suspending accounts,” TikTok spokesperson Ben Rathe said. Buyers who feel misled can contact TikTok customer support to review their purchase.
Gambling experts have raised concerns about the potential for harm from Surprise Set-style mechanics, which mirror broader gambling-like trends now common across online platforms, including prediction markets and sports betting.
Source: WIRED