In some cases, fans bought gifts worth hundreds of pounds – which could be swapped back for cash – in exchange for phone numbers and private messages.
TikTok said it is now limiting the activity to those aged 18 and above.
The move will restrict a revenue stream for the Chinese-owned company, which profited from the transactions. But it should also help it to address parents’ concerns about whether its platform is a safe place for youngsters.
“Our updated policy will only allow those aged 18 and over to purchase, send, or receive virtual gifts,” said TikTok in a statement.
“We are making these changes to foster a safe environment where users of all ages can enjoy a live-stream without encountering misuse, such as any pressure to send virtual gifts.”
The company said the changes would be rolled out globally over the next three weeks.
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