TikTok Takes a Stand Against Sell-off Bill with Bold Ad Campaign
Discover how TikTok, under ByteDance's ownership, is using its vast audience to address worries about its impact and defend its position in the market.
"Sociable" is a new blog by industry expert Andrew Hutchinson from Social Media Today.
TikTok is making every effort to fight against the proposed sell-off bill in the U.S. This bill would require ByteDance, the owner of TikTok, to sell the app to a U.S. company to address possible national security issues.
TikTok is launching a new ad campaign worth $2.1 million to highlight the advantages it offers to American users. The campaign will be shown on television in the U.S., targeting states with competitive elections ahead.
According to CNBC, the company has secured TV ad slots in key states like Nevada, Montana, Wisconsin, Pennsylvania, and Ohio. These states are home to Senate Democrats facing tough reelection campaigns.
This will make these senators feel more pressure to go against the TikTok bill. This is part of TikTok's strategy to show how the app benefits U.S. businesses.
Though the premise of these ads is misleading, in that they amplify the suggestion that TikTok would be banned as a result of the under consideration bill.
Which isn’t what the bill states.
The proposal suggests that TikTok may need to be owned by a U.S. entity to address concerns about foreign adversaries potentially influencing the American public. The escalating tensions between the U.S. and China have raised fears that TikTok could be used as a tool for propaganda to sway U.S. voters, given China's history of influence operations and TikTok's connections to the C.C.P.
ByteDance, the company behind TikTok, collaborates closely with the Chinese Government in managing content regulations within China. It is important to note that these regulations do not extend to TikTok, as the app operates independently outside of China. However, considering China's track record of influence operations in other countries, there is a possibility that TikTok could be vulnerable to similar tactics.
In 2022, Google disrupted over 50,000 instances of a Chinese influence program called “Dragonbridge” across YouTube, Blogger, and AdSense. Meta has also detected many instances of Chinese influence operations, removing almost 5,000 Facebook profiles linked to one such program in Q3 alone last year.
A Chinese-owned app appears to be a potential vector for similar activities. Previous reports have suggested that Chinese officials have made attempts to influence trends on TikTok, aiming to present a more favorable view of CCP policies.
Investigations have shown that many employees currently working at ByteDance and TikTok have previously worked for Chinese state media.
Considering all the factors at play, it does appear that there may be a valid argument for pushing for a sell-off of TikTok. Additionally, ongoing conflicts between the U.S. Government and China over various issues like the war in Ukraine, control of the South China Sea, and Taiwan continue to create tension.
Cybersecurity experts are pushing for a new sell-off of TikTok for various reasons. It's important to note that this is not a ban, despite what TikTok suggests.
The C.C.P. has indicated that they will not force a sell-off of the app, which could potentially lead to a complete ban. However, the actual proposal does not call for a ban, and TikTok's misleading statements on this issue have reportedly upset some senators.
TikTok remains determined to oppose the bill, believing it is the best course of action. However, trying to oppose a bill based on their perceived influence may not be beneficial for the app.
It may take some time for the bill to progress to the next stage, but TikTok will likely continue to advocate for maintaining its ownership structure.
Editor's P/S:
The proposed sell-off bill of TikTok, owned by ByteDance, raises valid concerns regarding national security. The bill aims to address potential foreign influence on the American public through the app, considering China's history of influence operations and TikTok's connections to the Chinese government. However, it's crucial to clarify that the bill does not propose an outright ban, as TikTok has misleadingly suggested in its ad campaign. Instead, it advocates for TikTok to be owned by a U.S. entity to mitigate potential risks.
TikTok's opposition to the bill and its misleading messaging have raised concerns among some senators. Cybersecurity experts emphasize the need for a sell-off to safeguard against foreign influence, given the heightened tensions between the U.S. and China. The bill's progress remains uncertain, but TikTok's efforts to portray it as a ban and its reliance on perceived influence may not be beneficial in the long run.
