Pretty much since TikTok has become a popular social media platform, there have been talks about a shutdown of the app. Government officials have consistently aimed to limit TikTok’s reach over the main concern that TikTok’s parent company ByteDance is a Chinese company, and therefore might be forced by the Chinese government to share sensitive data. Things have become even more serious recently: the U.S. House of Congress passed a new bill that could lead to a ban of TikTok in the country (if passed by the Senate and President). For brands, an important question arises: where will they get young consumers’ attention if not TikTok?! While the prospect of a TikTok ban is looking more likely in the U.S. than in Europe, governments there are still severely threatening the ByteDance-owned platform. Just last month, the Italian government fined TikTok €10M for not taking enough steps to protect young users from harmful content. The European Union and the U.K. have asked their officials to stop using TikTok on their...
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