Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TikTok expands state-affiliated media labels to promote brand safety and maintain consumer trust

The news: TikTok is expanding its labels that identify state-affiliated media to outlets in over 40 markets. The nations to which the labels are spreading include the US, Canada, France, Japan, and China, the home of TikTok parent ByteDance.

  • The requirements for the label consider elements like an organization’s funding, coverage, editorial independence, and journalistic standards. Publishers that want to challenge a state-affiliated classification can submit documentation of their editorial independence for review by outside experts.

How we got here: When it began the labeling in response to Russia’s invasion of Ukraine, the platform claimed it was “expediting” the trial program in Russia, Ukraine, and Belarus. Several state-run Russian media outlets have been labeled under the policy.

  • Russian state-controlled media sources utilized TikTok to disseminate false material before the invasion, and the platform was overloaded with content on the Ukraine conflict that frequently lacked context or attribution.

The context: TikTok is trying to be seen as a benevolent player to regulators and lawmakers alike.

  • The platform recently announced an improved audience settings tool that gives creators the ability to limit their videos to adult audiences.
  • The app has gone so far as to consider opening up its algorithm to regulators.
  • But all its moves may not be enough: President Joe Biden has signed a bill that bans the app on US government devices and it faces challenges at the state level as well.

Our take: Labeling state-controlled media has become table stakes for social platforms competing on brand safety that want to attract ad dollars; YouTube, Facebook, Instagram, and Twitter all include similar labeling systems.

  • The state-controlled media labels also help protect against eroding consumer trust—something advertisers monitor closely.