The emergence of the social media landscape over the past couple of decades has provided the public with some interesting ways to interact with the world. Some, such as Facebook, have been long-term mainstays, while others have enjoyed momentary popularity. Few have had quite the same impact as TikTok.
As one of the most prominent platforms in the market, TikTok enjoys positive relationships with users and businesses alike. Yet, it’s not all plain sailing. Its popularity has also garnered the attention of government regulators. In some instances, this is the result of legitimate concerns. Nevertheless, the ways in which regulators are seeking to limit the impact and influence of the platform is worth some attention.
Let’s take a look at why governments are concerned about TikTok and the attempts being made to rein it in.
The rise of TikTok
When considering governments’ attempts to rein in TikTok, it helps to recognize just how rapid its rise has been. The platform usually hovers around the same level of metrics as platforms such as Facebook and Instagram. From the outside, this might not seem that big a deal. Yet, Facebook and Instagram have been around for 19 and 12 years, respectively. TikTok was only launched internationally in 2018.
For the platform to quickly reach the heights where others have fallen and in such a short period is impressive.
Nevertheless, this rapid rise also provides challenges for both the platform and governments. Many authorities are already struggling to navigate the forms of media that have long been part of the digital and traditional communications space. Such a sudden rise means that unexpected elements can influence populations in ways that they’re not prepared for.
For good or ill, it seems that governments are taking the approach of trying to address this by reining in TikTok with regulation. This is certainly a delicate balancing act. Too little action can be seen as a failure to counter the negative elements of social media. Too much is tantamount to state-sanctioned censorship.
Misinformation and disinformation
One of the primary concerns related to social media at the moment is its role in spreading misinformation and disinformation. TikTok’s large user base means that there is a wide diversity of people on the platform. This is great for providing users with multiple perspectives. However, a side effect of this is that it is vulnerable to spreading incorrect and unreliable data, particularly when linked to trending topics.
There has been clear evidence of this in relation to important information that can impact people’s lives. A recent study about prominent news topics, such as COVID-19 and the war in Ukraine, found that 1 in 5 videos automatically suggested by TikTok contained misinformation. Particularly given that some videos promoted baseless claims surrounding vaccinations, the potential for these elements to influence users due to promotion by the algorithm is concerning.
It does seem, however, that the government regulatory response to this challenge has been less the result of health concerns than political interference. The potential for foreign actors to use disinformation to prompt voting or dissent seems to concern the U.S. government in particular.
This comes at a time when there is intense scrutiny surrounding relationships with China and Russia. The idea that China could push political or harmful content onto the platform means TikTok is fighting the potential for an all-out ban in the U.S.
This seems like an overreach, especially when other platforms are introducing measures to tackle misinformation, with varying success. Part of TikTok’s approach here is to demonstrate that they can independently regulate in ways that don’t alienate users while satisfying lawmakers’ concerns.
Mental health
While misinformation surrounding COVID-19 on TikTok has been concerning, other areas of wellness are also relevant. The most prominent issue here is users’ mental health. The regulatory focus is directed to a couple of areas.
The first is the perception that content on the platform could potentially promote acts of self-harm and suicide. This isn’t to say TikTok purposely pushes harmful material. Rather, research suggests that vulnerable people may find their behavior on the platform prompts the algorithm to provide them with more content related to videos they’ve liked on self-harm, suicide, and weight loss.
Another mental health issue on TikTok is the self-diagnosis of conditions. There has been a rise in memes that light-heartedly describe the symptoms of conditions such as attention-deficit/hyperactivity disorder (ADHD), among others. While this can be relatable and even help normalize stigmatized conditions, it can be problematic too. Some people may self-diagnose without the nuanced expertise of medical professionals. This prevents them from gaining access to the right treatments and information that could make a difference in their lives.
These are, of course, difficult issues to address. Having content about suicide, self-harm, and mental health in general on the platform can be positive and powerful forms of information and support. Yet, there is a clear need to prevent people from getting trapped in loops of harmful content. While there have been no introductions of legislation as of late, legislators and regulators in the U.S., U.K., and the E.U. have been putting pressure on the platform to provide solutions.
Data handling
TikTok is not just a popular platform for users. Its rise in usage also makes it a powerful tool for businesses. As a particularly popular platform with younger consumers, companies can better understand how to market to Gen Z by using and studying TikTok. There is a significant amount of data available surrounding the generation’s preference for brand sincerity and user-generated content.
Yet, TikTok’s status as a source for collecting such large volumes of user data also puts it in the crosshairs of government regulators.
This is often framed as concern for user privacy. Texas’ statewide ban on the use of TikTok on government devices was ostensibly due to concerns about data security on the platform. While this may be an extreme response, there is certainly a legitimate imperative for ensuring that users are protected. After all, TikTok freely admits that it collects and stores names, phone numbers, and satellite location information on users. It would be right to ensure that this is performed in a safe and responsible manner.
Governments have been relatively slow to act on regulations that go beyond the more general data-privacy laws already in place for all digital outlets. Yet some regulators are starting to focus more specifically on the platform by holding it more accountable for potential breaches and even suggesting targeted legislation. However, TikTok’s use as a business tool is likely to see opposition from influential business owners, which may well delay or limit how effective such steps are.
Conclusion
Some aspects of TikTok’s rapid rise to prominence have given the world’s governments cause to consider greater regulation. The spread of misinformation can certainly be harmful to users. There is also a need to protect both the mental wellness and the data privacy of TikTok’s audience.
Yet, it’s important to recognize that there is a fine line to tread between effective action and governmental or regulatory overreach. It may be preferable for governments to better enforce current legislation and encourage better self-regulation, rather than risk censorship.
The next few years are likely to reveal how TikTok navigates the situation and how severely governments respond.
Image: cottonbro studio