Guide

What is GMV Max, and what does it do with creator videos?

Q: How do brands exclude creator videos from GMV Max ads?

TikTok’s help page says to open Manage creatives in a Product GMV Max campaign, turn on Exclude some videos, and apply bulk exclusion filters by caption keyword, posting date or affiliate handle. Excluded videos stay visible in video-level reporting with the status Excluded, and filters can be changed later through Edit campaign. TikTok lists no filter based on what is said or shown in a video.

Last checked against the sources below: October 20, 2026. Watchword re-checks these sources every week. This page summarizes TikTok’s public help pages and announcements. It is not legal advice.

The short answer. GMV Max is TikTok’s automated campaign type for TikTok Shop ads. TikTok says that starting July 2025 it is the default and only supported campaign type for TikTok Shop ads. When a campaign’s video source is set to Affiliate post, TikTok says GMV Max “automatically includes authorized affiliate videos that feature your selected products.” Brands can exclude up to 200 videos from paid traffic, but TikTok says excluded videos may still be shown in organic traffic.

What GMV Max is

Automated. TikTok describes Product GMV Max as an automation solution for TikTok Shop ads that optimizes for a shop’s total channel ROI. It uses all available creative assets to build ads and set campaign settings, and it optimizes both organic delivery and paid traffic.
For every Shop advertiser. TikTok says GMV Max is designed for all TikTok Shop advertisers, and that any product can be promoted regardless of its starting sales or how many videos it has.
Expanding to factor in affiliate costs. In an October 5, 2026 announcement, TikTok said it is expanding GMV Max to factor in key business costs, which it said include affiliate commissions, coupons and referral fees, so advertisers can optimize for a true return on investment.

Why it replaced the older Shop ad types

The only option for Shop campaigns. TikTok says that starting July 2025, GMV Max is the default and only supported campaign type for TikTok Shop ads.
What went away. Under the Sales objective with TikTok Shop as the destination, advertisers can no longer create, edit or duplicate LIVE Shopping Ads, Product Shopping Ads or Video Shopping Ads. Existing campaigns in those formats stay active.
The switch. TikTok says accounts update automatically, and existing campaigns can be moved over with the upgrade prompts in Ads Manager, with their past ROI becoming the target ROI.

Where GMV Max gets its videos

Affiliate videos are pulled in automatically. TikTok says GMV Max “automatically includes authorized affiliate videos that feature your selected products” when the video source is set to Affiliate post.
Missing videos. If a creator’s video does not appear, TikTok says to ask the creator for authorization, or to use the video’s code with the TikTok post source.
Labels. TikTok says affiliate videos that feature products in a GMV Max campaign will receive a commercial content label. For organic content, it says to apply a commercial content label by turning on the content disclosure setting, and that in the EU and UK the label is applied automatically when organic content is part of a GMV Max campaign.

How to set up a GMV Max campaign

TikTok’s Ads Manager help page (last updated June 2026) lists what a seller needs before starting:

A connected shop. The TikTok Shop has to be connected to the seller’s Business Center account.
Authorization. The ad account has to have GMV Max authorization for the shop. A separate TikTok help page on GMV Max authorization (last updated April 2025) says only one ad account can request GMV Max authorization for a shop at a time, and authorizing a different one ends the original account’s GMV Max campaigns.
Permission. The person setting it up needs Admin or Advertising Manager permission for the shop.
No overlap. Products already promoted in Video Shopping Ads, Product Shopping Ads or another GMV Max campaign have to be removed from those campaigns, or those campaigns closed, first.

The steps TikTok lists in Ads Manager:

Sign in to TikTok Ads Manager and click GMV Max at the top of the dashboard.
Choose the TikTok Shop to promote, click Next, then Create GMV Max ads.
Click Promote products, then choose Promote all products in TikTok Shop or add specific products.
Choose an ROI target, set a daily budget and choose a start date and time. TikTok says the campaign then runs continuously.
Click Publish.

TikTok’s Seller Center version starts from Shop Ads in the left-hand menu and follows the same product, ROI target, budget and schedule steps.

Where the video source is set. Neither June 2026 setup page covers videos. TikTok’s help page on creative assets lists five sources a Product GMV Max campaign uses: the shop’s official TikTok account, its business account, authorized TikTok accounts in its Business Center, authorized Spark Ads posts in the ad account, and Affiliate Creatives for Ads. A TikTok Shop Seller University page dated February 19, 2026 says the setting is under Ad creative, then Manage creatives, where “Authorized posts” and “Customized posts” are selected by default and cannot be deselected, and “Affiliate posts” can be turned on or off. TikTok’s screens may be labeled differently today. That same Manage creatives panel is where the exclusion filters below are found.

What brands can exclude, and what they cannot

Up to 200 videos. TikTok lets advertisers exclude up to 200 videos from the paid traffic of a Product GMV Max campaign that uses autoselect video mode. Exclusions apply to existing and future videos, and only to authorized and affiliate posts, not customized posts.
Three filters. Exclusions can filter by keywords in video captions, posting dates and affiliate handles.
Not a full stop. TikTok says excluded videos may still be shown in organic traffic. To fully remove a video, it says to delete it from the TikTok account or remove the account from the affiliate collaboration.
Trade-offs. TikTok says excluding videos may lower performance, turns off any Creative Boost using an excluded video, and that removing a filter does not guarantee an excluded video runs again.

How to exclude creator videos from GMV Max, step by step

TikTok’s help page on bulk creative exclusion filters (last updated June 2026) lists these steps for a Product GMV Max campaign:

Create or edit a Product GMV Max campaign.
Open Manage creatives.
Turn on Exclude some videos.
Apply the bulk exclusion filters: keywords in video captions, posting dates and affiliate handles. TikTok says the filters can be used in any combination.
Check the list of applied exclusion filters.

TikTok says excluded videos stay visible in video-level reporting with the status Excluded, and that after a campaign is published, filters are added or removed through Edit campaign. TikTok lists no filter based on what is said or shown in a video, so deciding which videos to exclude means knowing what is in them.

GMV Max during TikTok Shop sales events

Required to join. TikTok says GMV Max is a requirement for participating in platform campaigns. If a product is registered and approved for the campaign and does not already have a GMV Max campaign, TikTok automatically creates one 7 days before the campaign begins, and says creation takes 2 to 3 days to complete.
Paid by the seller. TikTok says sellers fully fund these automatically created ads. The platform does not cover the cost.
They keep running. TikTok says the GMV Max ads it creates will not stop automatically when the promotion ends, so the seller needs to manage or stop them on the ads side. Sellers can opt out at any time on the Shop Ads page, but TikTok says they then lose the campaign’s subsidies, such as coupons and direct discounts, and its visibility resources.
Scope. TikTok says this automation only applies to integrated registration links for platform campaigns. It does not cover flash sales or custom registration.
Black Friday and Cyber Monday 2026. TikTok’s seller guide says the 2026 campaign runs November 11 to November 30, Pacific Time. TikTok’s GMV Max registration page does not say which Black Friday and Cyber Monday registrations use integrated registration links, so sellers should check each registration page to see whether automatic GMV Max creation applies.

What this means for a brand team

Because GMV Max can automatically include authorized affiliate videos, a brand may pay to promote creator videos that no one on its team has watched. Watchword calls this exposure Dark Reach. The exclusion filters TikTok lists work on captions, posting dates and affiliate handles. None of them look at what is said or shown in the video itself, so a team that wants to keep a video out of paid traffic first has to know which videos to exclude.

Watchword is built to flag creator videos about your brand on TikTok Shop for your team to review, covering disclosures, product claims, and brand safety. Start with a free Dark Reach Check.

Get a free Dark Reach Check

For what the FTC and TikTok say about creator disclosures, see the TikTok Shop creator disclosure guide. For the wider picture, see Creator marketing risk: a guide for brands.

Common questions

What is GMV Max?

GMV Max is TikTok’s automated campaign type for TikTok Shop ads. TikTok describes Product GMV Max as an automation solution that optimizes for a shop’s total channel ROI, using all available creative assets to build ads and set campaign settings.

Is GMV Max required for TikTok Shop ads?

TikTok says that starting July 2025, GMV Max is the default and only supported campaign type for TikTok Shop ads. Advertisers can no longer create, edit or duplicate LIVE Shopping Ads, Product Shopping Ads or Video Shopping Ads with TikTok Shop as the destination. Existing campaigns in those formats stay active.

How do you set up a GMV Max campaign?

TikTok’s Ads Manager help page says to click GMV Max, choose the TikTok Shop, click Next and Create GMV Max ads, click Promote products, choose the products, set an ROI target, a daily budget and a start time, and click Publish. The shop must be connected to Business Center, the ad account needs GMV Max authorization for the shop, and the person needs Admin or Advertising Manager permission.

Does GMV Max use affiliate creator videos?

Yes. TikTok says GMV Max automatically includes authorized affiliate videos that feature the selected products, when the video source is set to Affiliate post.

Can a brand stop a creator video from running in GMV Max?

TikTok lets advertisers exclude up to 200 videos from the paid traffic of a Product GMV Max campaign that uses autoselect video mode. TikTok says excluded videos may still be shown in organic traffic, and that fully removing a video means deleting it from the TikTok account or removing the account from the affiliate collaboration.

How do brands exclude creator videos from GMV Max ads?

TikTok’s help page says to open Manage creatives in a Product GMV Max campaign, turn on Exclude some videos, and apply bulk exclusion filters by caption keyword, posting date or affiliate handle. Excluded videos stay visible in video-level reporting with the status Excluded, and filters can be changed later through Edit campaign. TikTok lists no filter based on what is said or shown in a video.

How many videos can you exclude from GMV Max?

Up to 200, according to TikTok. Exclusions can filter by keywords in video captions, posting dates and affiliate handles, and apply to authorized and affiliate posts, not customized posts.

Does TikTok create GMV Max ads automatically?

For platform campaigns registered through integrated registration links, yes, unless the seller opts out. TikTok says that if a product registered and approved for the campaign does not already have a GMV Max campaign, it creates one 7 days before the campaign begins. The seller fully funds these ads, and TikTok says they do not stop automatically when the promotion ends.

Sources

This guide summarizes TikTok’s public help pages and announcements. It is not legal advice.