TikTok is aggressively opposing a proposed sell-off bill in the U.S. that would mandate its owner, ByteDance, to sell the app to a U.S. company due to national security concerns. The latest approach by TikTok is a $2.1 million ad campaign aimed at showcasing the benefits of TikTok for U.S. users. The campaign will air on TV in battleground states such as Nevada, Montana, Wisconsin, Pennsylvania, and Ohio, with the goal of pressuring vulnerable Senate Democrats in those states to oppose the bill. The ads, however, misleadingly suggest that TikTok faces a ban under the proposed legislation, which is not accurate.
The bill does not propose banning TikTok but seeks to address concerns about the potential influence of foreign adversaries on Americans by requiring TikTok to operate under U.S. ownership. With rising tensions between the U.S. and China, there are worries that TikTok could be exploited as a propaganda tool to influence U.S. voters. Reports have indicated previous attempts by Chinese officials to influence trends on TikTok to present a favorable view of CCP policies. Investigations have also shown that hundreds of current ByteDance and TikTok employees have past ties to Chinese state media, adding to concerns about potential influence.
Cybersecurity experts have pushed for the sell-off of TikTok due to these various considerations, marking a new phase in the ongoing clash between the U.S. and China on various global issues. While the C.C.P. has signaled its reluctance towards a forced sell-off, there is a potential for a ban if the sell-off does not proceed. TikTok’s continued misleading statements on the matter have reportedly irked some senators, and the app’s efforts to oppose the bill using its influence may not work in its favor. It remains to be seen how the bill will progress and how TikTok will continue to fight against it.
The ad campaign by TikTok is part of a broader effort to highlight the app’s benefits for U.S. businesses and users. Despite the misleading premise of the ads, TikTok remains steadfast in opposing the bill and maintaining its ownership structure. The campaign aims to influence lawmakers in key battleground states to take a stand against the proposed sell-off, while also raising awareness about potential consequences for TikTok if the bill is passed. As the situation unfolds, TikTok will likely continue its efforts to navigate the complex regulatory landscape and defend its position in the U.S. market against mounting geopolitical tensions.