Congress Raises Privacy Concerns Regarding TikTok
Once again, it appears that time could be running out for TikTok. Ahead of upcoming hearings, here are the concerns that have TikTok under the microscope for US officials. Data and privacy rank among the major points of contention. The reality is, TikTok
collects an abundance of data from its
150 million American users, and this data gives them great political and economic power. With court approval, the U.S. government can demand that American tech companies hand over the data they collect. The U.S. is one of fourteen countries included in the global intelligence alliance, “Fourteen Eyes,” which is known for sharing collected information with each other. However, this is not an option when it comes to TikTok, which is owned by the Chinese company ByteDance. There is a large
concern that American user data could fall into the hands of the Chinese government due to the fact that, similar to U.S. laws, there is a law in China that forces firms to hand over information to Beijing if they are asked to.
If the
balloon incident in February is any indication, Americans are concerned about Chinese surveillance. TikTok has become a major tastemaker in American culture and is particularly influential amongst its Gen Z users. American officials believe that TikTok could be used to surveil Americans and potentially manipulate their beliefs. Reports that
TikTok employees in China accessed American users’ private data give validity to anxieties that the app could be used for espionage. ByteDance has also admitted that TikTok employees had obtained
the data of American journalists that cover the technology industry. The company has since announced that all employees involved have been terminated, but there are fears that an incident such as this could happen again in the future.
US officials have called for the sale of the app and have also threatened to ban TikTok altogether. The
Biden administration has taken a hard stance against Chinese ownership of the app, citing its potential security risks. With all of this on lawmakers’ minds, TikTok’s CEO, Shou Zi Chew, was called to speak at a Congressional hearing. In this hearing, it’s imperative that Chew gain US officials’ trust to secure a future for TikTok in the United States. Chew is emphasizing that TikTok is a privately owned company with no ties to the Chinese government. Censorship, data, privacy, and the mental health of TikTok’s youngest users are all issues that have been raised by lawmakers in this hearing.
With all of this uncertainty, it’s hard to visualize TikTok’s future in the United States. Its reach and influence are undeniable, but the government is fearful of the app’s intentions. As marketers, it’s tempting to use such a powerful app to reach consumers. But is it wise to spend advertising dollars on such a tumultuous and unstable app? There is potential for this political apprehension to trickle down to the wider American culture. However, many users continue to engage with TikTok. When it comes to marketing, be sure you and your business are staying informed about the platforms you use and promote.
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