New laws banning or forcing the sale of TikTok pose problems for marketers beyond the loss of a popular advertising channel. The law aims to protect the social media apps' 170 million US users from the Chinese government's misuse of their personal data.it is be There are problems, but they are not of problem.
of The problem, and what's driving marketers crazy, is that there is no national law that protects Americans from data misuse by any organization. In its place is a patchwork of local laws that leave residents largely unprotected.
On Friday, Nebraska became the 16th state to enact legislation protecting residents' data. This means marketers must ensure data collection and comply with 16 different rules.
What the law does. The bill that President Biden signed into law today is highly unusual because it passed both houses of Congress with overwhelming bipartisan support. The bill would require TikTok's parent company ByteDance to sell the app within nine months or face a nationwide ban, but the president extended that deadline by 90 days. there's a possibility that.
This is the first time the US government has moved to ban an app at the national level. But it has already ordered all federal employees to remove TikTok from their government-issued cellphones. To date, 34 states have banned its use on government equipment. (A federal judge ruled in November that a Montana law banning anyone in the state from using the app “may violate the First Amendment.”) Many other countries, including EU member states, Canada, the United Kingdom, and Australia, have also banned employees from using their phones for work. India and Nepal have made it illegal for anyone to use TikTok in their countries.
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Why is it necessary? Supporters of the law and other countries that have banned the app say it is a national security issue because TikTok provides the Chinese government with a powerful tool to spread propaganda. They point to China's national security law, which requires companies to cooperate with government intelligence gathering.
“Large amounts of data are being collected and shared in ways that do not neatly align with the national security interests of the United States,” Sen. Chris Coons, D-Delaware, said Tuesday.
Argument to the contrary. People who have no financial interest or interest in collecting information on TikTok are concerned about the law.
Part of the skepticism is based on Congress' long history of technical ignorance. When Mark Zuckerberg appeared before Congress in 2018, Sen. Lindsey Graham (R-S.C.) asked, “Is Twitter the same as what you do?” So critics are looking for some evidence of the risks TikTok poses.
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There's also the fact that other tech companies, including Google and Facebook, collect and sell the same data used to justify banning TikTok. And his TikTok isn't the only online channel he can use to influence people. Russia made a concerted effort for years to interfere in the 2016 and 2020 elections through Facebook and the platform formerly known as Twitter. Why are we taking action against TikTok's potential threat but not doing anything to prevent future occurrences of the interference that actually occurred?
Important for marketers. TikTok's parent company ByteDance has already filed a lawsuit to block the law from taking effect. There's no need to change your media plan right away, as it will likely be a long legal battle.
