TikTok is facing internal debates about its handling of political content on its platform, as the company has long banned political ads. Some employees have argued that allowing political ads could be a source of revenue growth for the company, while others worry about the potential for politics to poison TikTok’s unique vibe. A working group within the company known as Project Core has been considering the role of political discourse on the platform, including proposals to partner with authoritative news publications to boost their distribution. The company has also faced criticism for allowing certain politically sensitive ads to run on its platform, despite its ban on specific candidate or party ads.
The company’s stance on political content has evolved over the years, with TikTok coming under fire in 2019 for censoring posts about sensitive topics like protests in Hong Kong. In 2022, it was revealed that the Chinese government had run a campaign targeting U.S. lawmakers on the platform in the lead-up to the midterm elections. The company’s top lobbyist initially downplayed TikTok’s role in political influence, but later efforts to mobilize users against a bill targeting the company backfired. The bill ultimately passed in April, which could lead to TikTok being banned from app stores unless it is invalidated or stayed by a court.
Despite the ban on specific candidate or party ads, TikTok still allows some politically sensitive ads on its platform, such as those addressing issues like war or social justice. The platform does not have a public ad library like its competitors Meta and Google, making it difficult to track the content of ads running on TikTok. Concerns have been raised about how these ads could potentially sway U.S. voters, especially in communities targeted by the ads. TikTok’s approach to political content has been a subject of debate within the company, with some arguing for a more open approach to political ads while others urge caution in preserving the platform’s unique appeal.
The company’s handling of political content has been scrutinized in light of its Chinese ownership and past controversies surrounding censorship and government influence. TikTok has faced criticism for its past actions, including allowing the Chinese government to run campaigns targeting U.S. lawmakers. As the company grapples with internal debates over its political content policies, the future of TikTok’s approach to political ads remains uncertain. Despite opposition to laws targeting the company, including from former President Trump, TikTok may face challenges in maintaining its current policies on political ads in the face of potential regulatory scrutiny and public pressure.
