What Brands Need to Know About TikTok and Brand Protection Software
TikTok has transformed how brands connect with audiences—quickly, creatively, and often through viral trends. With just a few seconds of video, companies can spark conversation, generate engagement, and reach millions. But in this rush to stay relevant, many are overlooking a critical risk: music licensing.
Brands assume that popular TikTok audio tracks are fair game—but that’s far from the truth. Without proper rights, using trending audio in brand campaigns can lead to copyright takedowns, reputational damage, or worse. That’s where brand protection software becomes essential.
The Myth of “Free” Sounds
There’s a dangerous misconception on TikTok: if a sound is available, it must be free to use. In reality, TikTok offers a Commercial Music Library (CML) specifically for businesses to use royalty-free music in promotional content. The problem? The viral sounds and trending tracks that boost engagement most often don’t fall under this category.
When brands mistakenly use unlicensed music in ads or promotional videos, they’re crossing into copyright infringement territory. In one high-profile example, Sony Music filed a lawsuit against OFRA Cosmetics, alleging unauthorized use of its music in over 300 TikTok and Instagram videos—some created by the brand, others by influencers. The suit names artists like Mariah Carey and Britney Spears and highlights how even influencer-generated content can put a brand at risk if music licensing isn’t clear.
When Speed Becomes a Risk
TikTok thrives on momentum. Videos go from obscure to viral in minutes, and marketers are trained to move fast. But rapid production cycles leave little time to check for music rights.
Here’s the reality:
- A 15-second TikTok ad could include three different types of IP: audio, logos, and celebrity likeness.
- Licensing all three properly takes time.
- Many brands cut corners, hoping they won’t get caught.
The faster content moves, the easier it is for licensing mistakes to slip through. That’s why proactive brand protection software is critical—it scans campaigns in real time, flags unlicensed elements, and prevents risks before they go live.
Don’t Fall Into the TikTok Trap
You might have heard this from interns, social teams, or creators: “Everyone’s using that sound—it’s fine!” But that’s not how music licensing works. Just because a track is trending doesn’t mean your brand has rights to use it.
The legal precedent is growing: from Sony’s suit against Gymshark in 2021 to Universal Music Group’s case against Bang Energy for using unlicensed music in 140 TikTok videos, it’s clear the courts are watching. Even influencers promoting your brand are considered commercial use cases—so the licensing burden still falls on you.
- Distinguish between what’s safe and what’s risky. Know instantly which assets—including music—are cleared for use.
- Identify TikTok sounds in the Commercial Music Library. Avoid copyright issues by ensuring content uses only licensed audio.
- Flag rights issues before they go live. Scan campaigns in real time and catch potential violations early.
This kind of clarity lets marketers stay agile without compromising on compliance, and brand protection software Brand Vision has a specific content tracking feature to help keep your brand safe.
AI, Remixes, and the Rise of Licensing Confusion
It’s not just trending songs that pose risks. With the rise of AI-generated content and audio remixes, identifying who owns what is more complicated than ever.
Here’s where things get tricky:
- AI tools can generate music that mimics existing songs
- Creators remix commercial tracks without clearance
- Audio mashups often contain multiple layers of IP
Without centralized rights visibility, even the savviest marketers can get caught in legal gray areas. That’s where brand protection software steps in—by offering a single source of truth for what your brand can (and cannot) use across platforms.
How to Stay Compliant Without Slowing Down
Marketers need speed. Legal teams need control. Brand protection software bridges the gap.
With the right platform, brands can:
- Automatically check their TikTok videos for music usage violations
- Get alerts when content includes unlicensed material
- Keep a centralized record of approved, rights-cleared assets
Platforms like FADEL’s Brand Protection Software, Brand Vision, empower marketers to create content freely—without exposing the company to compliance failures.
Why This Matters More Than Ever
Social media content is fast, dynamic, and high-volume. The pace isn’t slowing down—and neither are the risks. Music remains a cornerstone of digital storytelling, but the line between creative and careless is thinner than ever.
As TikTok continues to shape brand engagement strategies, marketers must be proactive. By investing in brand protection software, companies can:
- Avoid takedowns and IP disputes
- Safeguard their reputation
- Focus on storytelling—not legal cleanups
Want to ensure your TikTok campaigns stay compliant? Let’s talk.
About FADEL
FADEL’s software is designed to support the full lifecycle of brand protection, from asset usage to compliance.
Brand Vision, FADEL’s brand protection platform, gives teams full visibility into rights, usage terms, and talent agreements—ensuring that content used across campaigns and product development complies with contractual and regulatory requirements. It helps safeguard brand integrity by automatically flagging unauthorized usage, enforcing brand guidelines, and streamlining rights management across departments.
Other services include:
- PictureDesk – A media asset management system focused on image licensing and rights control. It ensures that all visual content is approved, consistent, and compliant with brand standards across departments.
- LicenSee – A royalty management solution tailored for licensees. LicenSee streamlines reporting, automates royalty calculations, and simplifies audit preparation—ensuring accuracy, transparency, and stronger licensor relationships.
- IPM Suite – An enterprise licensing platform used by global licensors to manage complex deals, rights, royalty structures, and compliance at scale. It supports everything from contract management to royalty validation and product approvals.
Across industries, global brands trust FADEL to protect their IP, enforce brand compliance, and accelerate content workflows with confidence.
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