TikTokers are discovering that mentioning a certain shopping website may get them permanently banned from the website. As a result they’ve come up with a crafty method to swerve the detection algorithm by using coded speak.
You may have heard of some of the phrases: The Fence, The Gate, Fence Finds, Gate Finds.
The meaning of ‘The Fence’ on TikTok is to discuss the website ‘DHGate’ without being automatically detected by the TikTok algorithm. But why are users having to resort to using coded speak when discussing the website, and why is there so much buzz around the website?
Fashion Replica TikTok
Fashion replica’s are products that are mass produced in factories without a brands permission but appear authentic. The main difference being that they’re sold for a fraction of the price with undetermined quality. Historically, you could find knock-off clothing in local marketplaces or concealed areas if you were to research where to find them. However, with the rise of the internet and social media marketing, replicas are being pushed ever-further to the forefront of money-conscious consumers.
People are quick to showcase their purchases online, with many reaching millions of views.
![Tiktok users showcasing their replica fashion brands from 'the gate' also known as DHgate.](https://megasplain.com/wp-content/uploads/2024/01/dhgate.png)
Why are TikTokers using code-words such as ‘The gate’?
The sale of replicas are technically not legal. This is due to unethical manufacturers skirting trademarking and intellectual property laws in order to sell counterfeit goods for sometimes magnitudes less than the asking price of fashion house brands. TikTok have made their stance clear for advertisers when promoting or endorsing counterfeit goods. Their policy reads:
“The promotion, sale, solicitation of, or facilitation of access to counterfeit products, replicas, and imitations including pirated digital products without authorization of the brand owner or trademark owner. This includes:
- Non-genuine products pass off as genuine goods of the brand owner or trademark owner.
- Products described as replicas, imitations, or any of such. “
TikTok creators sharing their counterfeit purchases may be considered advertising by proxy as despite not being paid to talk about their ‘fence finds’, they are in-effect still advertising fashion replicas. Oftentimes the videos include instructions on how viewers can procure the items themselves. Every viral ‘gate finds’ haul will bring further attention to the sale of counterfeit goods. Consequently, TikTok may be liable to potential lawsuits should they not moderate the spread of counterfeit content.
TikTok users noticed the inevitable restrictions and removal of numerous accounts advocating for fashion replica’s. The end result is code-word phrasing being used to refer to replica distributors without explicitly having to mention them.
The rise of Replica’s on TikTok
With all the glamour and glowing endorsements of counterfeits, it’s easy to forget that it’s technically illegal to endorse replica goods. In an increasingly money-conscious, fashion-conscious and savvy-conscious world, it’s easy to see why replica’s are a hot ticket.
Fashion houses spend billions of dollars in order to raise the profile of their products. Astonishingly, Louis Vuitton holding company LVHM, spent $30 Billion dollars on marketing in 2023 alone, per LVMH
An inevitable consequence of getting so many eyeballs onto exorbitantly expensive products is that some will want to acquire them even if they don’t have the financial means to do so. Counterfeit manufacturers are pouncing at the chance to profit off these insane marketing budgets that create massive demand for these products, by manufacturing and selling them for pennies on the dollar. The issue being that the end product is unregulated, dubious quality, and extremely dubious legality.
The amount of grey-area ethical concerns, and downright illegal nature of counterfeit goods makes discussing replica’s on TikTok a minefield. Bypassing the automatic detection algorithms by using alternate phrases like “fence finds” may not protect you from future account action. My personal opinion is to steer clear of making DHGate content. Buyer, beware!
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