TikTok resorts to new strategy in last attempt to avoid ban in the US
A bill passed earlier this year aims to ban the app in the country unless the Chinese owner, ByteDance, or sales. The company claims the law infringes on free speech protections guaranteed by the U.S. Constitution.
Illustration with US flag and TikTok logo - Photo Reproduction / Reuters / Dado Ruvic
TikTok, one of the most popular social networks in the world, is once again under the scrutiny of United States authorities. With more than 150 million active users in the country, the platform faces increasing pressure to be banned, amid concerns about national security and the use of personal data by regulators. To avoid being banned in the country, the video-sharing app argued that it should be treated as a foreign-owned media outlet.
TikTok said a bill passed earlier this year that aims to ban the app in the United States unless the Chinese company ByteDance the sale, violates the protections of freedom of expression guaranteed by the American Constitution. However, the country's Department of Justice has argued that TikTok does not fall under First Amendment protection because it is owned by a foreign entity. In recent court documents released on Thursday, TikTok disputes these claims, even comparing itself to prestigious media outlets.
Context
In recent years, the US government has expressed fears that TikTok's parent company, the Chinese ByteDance, may be required to share US user data with the Chinese government, in accordance with local law. Although TikTok has repeatedly denied these accusations, and even implemented several security measures to protect its users' data, concerns persist, leading to a series of discussions about a possible ban.
To avoid this drastic measure, it has been resorting to a new strategy that involves a combination of legal tactics, political lobbying and public relations campaigns. The company is committed to demonstrating its transparency and commitment to data security, seeking an agreement that can guarantee its permanence in the US market.
Intensified Lobbying and Public Relations
In recent months, TikTok has been stepping up its lobbying efforts in Washington, D.C., hiring high-profile professionals to convince lawmakers and regulators that the platform does not pose a threat to national security. In April this year, TikTok and its Chinese parent company, ByteDance, invested more than US$ 7 million in the first three months of the year to try to stop the United States Congress from passing a law that could ban the social media app in the country.
According to reports obtained by the website, the ByteDance alone destined US$ 2,68 millions to lobbyists to influence Congress and federal authorities. At the same time, TikTok spent more than US$ 4,5 millions in an advertising campaign on TV and social media, aiming to combat the proposed law that could result in the application being banned. The campaign includes ads highlighting the benefits of TikTok to the U.S. economy, culture and small businesses. The company has also been promoting the hashtag #SaveTikTok, which has become a popular movement among platform users.
Facebook and Instagram
Meta Platforms, owner of Facebook and Instagram, would be the main beneficiary of a possible ban on TikTok. Reels, an Instagram feature, has struggled to attract TikTok content creators to its platform. A Wedbush survey revealed that around 60% of TikTok users consider Facebook or Instagram to be the most likely alternatives if TikTok is banned.
TikTok's relationship with other large technology companies is more complex, as it maintains commercial relationships with some of them. An example of this is the "Texas Project", an initiative in which TikTok claimed to have created an independent version of its application, hosted on Oracle servers in the United States. Recently, TikTok launched its own e-commerce platform in the United States and recently entered into an agreement with Amazon, allowing users to make purchases directly through the app.
Legal and Legal Challenges
In parallel with its lobbying and public relations activities, TikTok has invested in a robust legal strategy. The company recently filed a lawsuit to challenge the government's attempts to ban the app, arguing that such a move would violate the constitutional rights of American users, including freedom of expression. TikTok's lawyers say the decision to ban the app is not based on hard evidence, but rather on unfounded assumptions about the Chinese government's control over technology. ByteDance.
An uncertain future
While TikTok's new strategy is comprehensive and well-coordinated, the platform's future in the US is still uncertain. With geopolitical tensions between the US and China at an all-time high, the outcome of these maneuvers could have significant implications, not just for TikTok, but the tech industry as a whole. If TikTok manages to avoid a ban, it could set a precedent for other foreign tech companies facing similar challenges. However, if it fails, the TikTok ban could mark the beginning of a new era of digital protectionism, with far-reaching implications for the global internet. Either way, TikTok's battle to stay in the US is far from over, and all eyes are on the next steps in this complex and highly politicized confrontation.
