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.
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.
The context: TikTok is trying to be seen as a benevolent player to regulators and lawmakers alike.
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.
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844