Unpacking the TikTok turmoil in America

Starting from December 6th 2024, the social media platform TikTok was announced to be banned in America from the 19th of January as a result of concern for data privacy. 

In a recent TikTok video, their chief executive officer, Shou Zi Chew posted a message to the platform after the Supreme Court had threatened to ban the app, where he talks about the impact it has taken on America and shares his gratitude to soon-to-be-president, Donald Trump for seeking an outcome to keep the app available to US citizens.

Shou quoted in his video, 'I want to thank Donald Trump for his commitment to work with us to find a solution that keeps TikTok available in the United States.' Shou remarks before mentioning, 'including over 7 million American businesses who earn a living and gain new customers using our platform.' 

On late Saturday, 18th of January, American users were greeted with the notification 'Sorry, TikTok isn't available right now.' The app was further unable to be downloaded from the App Store or Google Play stores. 

Shortly after the ban, social media influencer James Charles was seen reappearing on the app despite the restriction after finding a 'loophole' where he changed the country for his VPN, and several other American users followed along with this.

19th of January, Donald Trump stated he would possibly sign an executive order to pause the ban of TikTok for 90 days in America on his first day as president.

'If i decide to do that, I'll probably announce it on Monday' Trump said to NBC.

The US Supreme Court has warned TikTok of a complete shutdown in America if it doesn't cut ties with its China-based parent company over concerns it would pose as a threat to national security. 

So what does this all mean for brands in the near future?

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