As a potential US ban on TikTok looms, advertisers dependent on the platform are scrambling to prepare contingency plans. With a January 19 deadline for ByteDance, the Chinese parent company of TikTok, to sell its US assets or face a ban, many marketers are facing the reality that the app may soon be inaccessible. This has led to a sense of urgency, with some industry professionals describing the situation as a “hair on fire” moment.
TikTok, which has become a key player in US digital advertising, particularly among younger audiences, may lose over $11 billion in annual ad revenue if the ban goes through. Most of this ad spend would likely shift to platforms like Meta’s Instagram and Alphabet’s YouTube Shorts, where many advertisers are already established. Despite the uncertainty, TikTok continued to pitch new advertising features and planned its presence at major global events like the World Economic Forum in Davos.
In the face of potential shutdown, many influencers and brands are downloading their data in a last-ditch effort to preserve content and advertising materials. TikTok has offered favourable refund terms to advertisers, though some still question the platform’s future in the US. This heightened uncertainty marks a stark contrast to the optimism advertisers held just weeks ago, when many expected a resolution before the ban could take effect.
TikTok’s growing influence in US advertising, particularly in e-commerce, has been notable, with ad spending on the platform increasing rapidly. Despite challenges, the app’s powerful ability to drive sales through influencers and short-form video content has made it a favourite among advertisers looking to tap into the youth market. As the deadline approaches, all eyes are on whether the incoming administration will intervene to prevent TikTok’s shutdown.
TikTok’s future in the US grew more uncertain this week as officials suggested its Chinese owner, ByteDance, should have more time to sell the app and prevent a ban. With the clock ticking toward Sunday’s deadline, key figures from both political sides urged for a 90-day extension to allow for a divestiture. US Representative Mike Waltz, who was appointed as Trump’s national security adviser, indicated that the new administration would take steps to keep TikTok operational if substantial progress is made in securing a deal.
Senate Majority Leader Chuck Schumer, traditionally a supporter of the law forcing TikTok to sell its US assets, also called for an extension, citing concerns over the app’s potential shutdown disrupting the lives of millions of users. The law, passed in April, mandates ByteDance either sell TikTok’s US assets by Sunday or face a ban on national security grounds. However, it’s now unclear whether the app will be allowed to stay active in the US without an official extension.
TikTok CEO Shou Zi Chew is reportedly set to attend President-elect Donald Trump’s inauguration, further hinting at a shift in relations between the app and the Trump administration. While concerns about Chinese ownership and its potential for data collection remain, Schumer and other lawmakers are signalling a growing bipartisan desire to avoid the political and economic fallout of a TikTok ban. The situation remains fluid, with decisions expected to unfold in the coming days.
As the deadline approaches, TikTok’s potential shutdown has already caused some users to explore alternatives, with RedNote, another Chinese social media platform, seeing a surge in US users. Meanwhile, with more than 170 million American users and substantial ad revenue at stake, the clock is ticking for a resolution before the app faces a permanent ban.
Users of the Chinese social media platform RedNote have welcomed an influx of American TikTok users, posting messages and selfies to greet the newcomers. The surge of over 700,000 users follows a looming US ban on TikTok, which has 170 million American users. Chinese foreign ministry officials have expressed support for greater cultural exchanges, while state media described RedNote as a “new home” for TikTok users.
The app, known as Xiaohongshu in China, has traditionally been used for lifestyle content but has now become an unexpected platform for US-China interactions. Many American users have asked about Chinese food, culture, and daily life, while Chinese users have eagerly responded. Some, however, have voiced concerns, with nationalist bloggers warning against Western influence.
Despite the warm reception from many, tensions have emerged over content and platform moderation. Some US users have tested RedNote’s censorship policies by posting about politically sensitive topics. Analysts believe the trend may be short-lived, as past instances of Western social media adoption in China, such as Clubhouse, ended with government restrictions. RedNote is reportedly working to improve its moderation of English-language content.
President-elect Donald Trump is reportedly considering an executive order that would postpone the enforcement of the TikTok sale-or-ban law for up to 90 days. According to sources cited by the Washington Post, the order would temporarily halt the requirement for TikTok’s Chinese owner, ByteDance, to divest its US operations or face a ban.
The delay could provide more time for negotiations and potential deals to resolve security concerns raised by United States lawmakers. The law, passed under the Biden administration, aimed to address fears over TikTok’s links to China, but Trump has taken a more open stance towards the platform during his campaign.
A suspension of enforcement would offer relief to TikTok’s 170 million American users and businesses that rely on the app for advertising and engagement. The move, however, is likely to spark debate in Washington, where concerns over data security and Chinese influence remain key political issues.
TikTok faces an uncertain future as the US government’s 19 January 2025 deadline approaches, demanding ByteDance divest its US operations or face a nationwide ban. The ultimatum, backed by the Supreme Court’s apparent readiness to uphold the decision, appears to be the culmination of years of scrutiny over the platform’s data practices and ties to China. Amid this mounting pressure, reports suggest Elon Musk, the owner of X (formerly Twitter), could acquire TikTok’s US operations, a proposal that has sparked debates about its feasibility and geopolitical implications.
Now, let’s see how it began..
How did the TikTok odyssey begin?
The story of TikTok began in 2014 with Musical.ly, a social media app enabling users to create and share lip-sync videos. Founded in Shanghai, it quickly gained traction among US and European teenagers. By 2017, Musical.ly had over 100 million users and caught the attention of ByteDance, a Chinese tech giant that acquired it for $1 billion. In 2018, ByteDance merged Musical.ly with its domestic app Douyin, launching TikTok for international audiences. Leveraging powerful machine-learning algorithms, TikTok’s ‘For You Page’ became its defining feature, captivating users with an endless stream of personalised content.
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By 2018, TikTok had become one of the most downloaded apps globally, surpassing giants like Facebook and Instagram. Its cultural influence exploded, reshaping how content was created and consumed. From viral dance challenges to comedic skits, TikTok carved out a unique space in the digital world, particularly among younger users. However, its meteoric rise also brought scrutiny. Concerns emerged over user data privacy and potential manipulation by its parent company ByteDance, which critics claimed had ties to the Chinese government.
The ‘ban or divest’ saga
The incipit of the current conflict can be traced back to 2020 when then-President Donald Trump attempted to ban TikTok and Chinese-owned WeChat, citing fears that Beijing could misuse US data or manipulate public discourse through the platforms. The courts blocked Trump’s effort, and in 2021, President Joe Biden revoked the Trump-era orders, but initiated its review of TikTok’s data practices, keeping the platform under scrutiny. Despite challenges, TikTok continued to grow, surpassing 1 billion active users by 2021. It implemented community guidelines and transparency measures to address content moderation and concerns about misinformation. It also planned to store US user data on Oracle-operated servers to mitigate fears of Chinese government access. However, bipartisan concerns over TikTok’s influence persisted, especially regarding its ties to the Chinese government and the potential data misuse. Lawmakers and US intelligence agencies have long raised alarms about the vast amount of data TikTok collects on its US users and the potential for Beijing to exploit this information for espionage or propaganda. Therefore, last year, Congress passed a bill with overwhelming support requiring ByteDance to divest its US assets, marking the strictest legal threat the platform has ever faced.
The 19 January 2025 deadline and the rumours about Elon Musk’s potential acquisition of TikTok
By 2024, TikTok was at the centre of a geopolitical storm. The US government’s demand for divestment or a ban by 19 January 2025 intensified the platform’s challenges. Amid these disputes, Elon Musk, owner of X (formerly Twitter), has emerged as a potential buyer for TikTok’s US operations. Musk’s ties to US and Chinese markets via Tesla’s Shanghai production hub position him as a unique figure in this debate. If Musk were to acquire TikTok, it could bolster X’s advertising reach and data capabilities, aligning with his broader ambitions in AI and technology. However, such a sale would involve overcoming numerous hurdles, including ByteDance’s valuation of TikTok at $40–50 billion and securing regulatory approvals from both Washington and Beijing. On the other hand, ByteDance, backed by Beijing, is resisting the sale, arguing that the conditioning violates free speech and poses significant logistical hurdles.
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TikTok has attempted to safeguard its US user base of 170 million by planning to allow users to download their data in case the ban takes effect. It has also reassured its 7,000 US employees that their jobs and benefits are secure, even if operations are halted. While new downloads would be prohibited under the ban, existing users could retain access temporarily, although the platform’s functionality would degrade over time.
The looming deadline has sparked a surge in alternative platforms, such as RedNote (known in China as Xiaohongshu), which has seen a significant influx of US users in anticipation of TikTok’s potential exit.
TikTok’s cultural legacy and future
The fate of TikTok in the US hangs in the balance as President-elect Donald Trump considers an executive order to delay the enforcement of the ‘ban or divest’ law by up to 90 days. The potential extension, supported by figures from both political sides, including Senate Majority Leader Chuck Schumer and Trump’s incoming national security adviser Mike Waltz, aims to provide ByteDance, TikTok’s Chinese owner, additional time to divest its US operations and avoid a nationwide ban. With over 170 million American users and substantial ad revenue at risk, lawmakers are increasingly wary of the disruption a ban could cause, signalling bipartisan support to keep the app operational while addressing national security concerns. TikTok CEO Shou Zi Chew’s attendance at Trump’s inauguration further hints at a shift in relations between the platform and the new administration. Meanwhile, the uncertainty has already driven US users to explore alternatives like RedNote as the clock ticks down to the Sunday deadline.
Either way, TikTok’s impact on culture and technology is undeniable. It has redefined digital content creation and inspired competitors like Instagram Reels and YouTube Shorts. Yet, its journey highlights the challenges of navigating geopolitical tensions and concerns over data privacy in a hyper-connected world. As the 19 January deadline looms, TikTok stands at a crossroads. Whether it becomes part of Musk’s tech empire, succumbs to a US ban, or finds another path, its legacy as a trailblazer in short-form video content remains secure. The platform’s next chapter, however, hangs in the balance, as these TikTok developments underscore the broader implications of its struggles, including the reshaping of the social media landscape and the role of government intervention in regulating digital platforms.
Disappointment and confusion swept across TikTok users in the United States as news broke that ByteDance, the app’s Chinese owner, plans to shut down the platform for its 170 million US users by Sunday. The move comes in response to a federal ban requiring ByteDance to sell TikTok’s US assets by January 19 due to national security concerns. While some users hold out hope for a last-minute reprieve, many are preparing for the worst.
Content creators, many of whom have built careers and followings on TikTok, expressed frustration and sadness. Some vowed to boycott rival platforms like Instagram, Facebook, and X, while others scrambled to save their content. True crime creator Amber Goode, from Colorado, criticised the government for “playing with us,” while other users shared instructions on migrating to alternative platforms, including China-based apps like RedNote.
TikTok has maintained that it does not and would never share US user data with China, arguing that the ban violates First Amendment rights. Unless the Supreme Court intervenes, users attempting to open the app on Sunday will be redirected to a shutdown information page. President-elect Donald Trump is reportedly exploring executive actions to delay the ban, but the outcome remains uncertain.
The shutdown has sparked mixed emotions globally, with some international users relieved that American social media issues may no longer dominate their feeds. However, for US creators like Ishpal Sidhu, who stands to lose her livelihood, the uncertainty has cast a shadow over what was once a thriving platform.
Austrian advocacy group Noyb has filed privacy complaints against six Chinese companies, including TikTok, Shein, and Xiaomi, alleging illegal transfers of European user data to China. The group, known for targeting US tech giants like Apple and Meta, said this is its first case against Chinese firms. Complaints have been filed in four EU countries, seeking fines of up to 4% of each company’s global revenue.
Noyb claims that companies such as Alibaba’s AliExpress and Tencent’s WeChat transfer EU citizens’ data either directly to China or undisclosed ‘third countries,’ which are likely China. Under EU data protection laws, such transfers are prohibited if the destination country fails to meet the bloc’s strict privacy standards. A Noyb lawyer emphasised that China’s status as a ‘surveillance state’ makes such transfers clearly unlawful.
The allegations add to mounting regulatory challenges for Chinese tech firms. TikTok, already under scrutiny in Europe for election interference concerns, faces a potential US ban starting Sunday over national security fears. Regulators in multiple regions continue to ramp up pressure on Chinese companies amid growing global concerns over data privacy and security.
Brazil’s government has expressed serious concerns over Meta’s recent changes to its hate speech policy, warning that the adjustments may not comply with national legislation. The social media giant, which owns Facebook, Instagram, and Threads, has eased restrictions on discussions around sensitive topics such as immigration and gender identity while also ending its fact-checking programme in the United States. President Luiz Inácio Lula da Silva previously called the policy shift “extremely serious,” prompting officials to demand clarification from Meta.
Meta has responded by stating that fact-checking changes currently apply only in the United States and that adjustments to its community standards remain limited to hate speech policy. The company argues that the revisions aim to promote greater freedom of expression, but Brazil’s solicitor general’s office believes the changes are insufficient to protect fundamental rights. Government ministries have raised concerns that Meta’s updated terms of use may violate Brazilian law, particularly in relation to online discourse and misinformation.
A public hearing will be held later this week to discuss the potential impact of Meta’s policy changes. The government is engaging experts to assess whether the new rules align with Brazil’s legal framework and ensure that social media platforms uphold protections against hate speech. Authorities are monitoring how the changes affect digital content regulation as they consider further action to address concerns over online safety and misinformation.
The US Supreme Court will hear a challenge on Wednesday regarding a Texas law that mandates adult websites verify the age of users before granting access to potentially harmful material. The law, which is part of a broader trend across Republican-led states, requires users to submit personal information proving they are at least 18 years old to access pornographic content. The case raises significant First Amendment concerns, as adult entertainment industry groups argue that the law unlawfully restricts free speech and exposes users to risks such as identity theft and data breaches.
The challengers, including the American Civil Liberties Union and the Free Speech Coalition, contend that alternative methods like content-filtering software could better protect minors without infringing on adults’ rights to access non-obscene material. Texas, however, defends the law, citing concerns over the ease with which minors can access explicit content online.
This case is significant because it will test the balance between state efforts to protect minors from explicit content and the constitutional rights of adults to access protected expression. If the Supreme Court upholds the law, it could set a precedent for similar age-verification measures across the US.
A French interior designer, identified as Anne, has fallen victim to a sophisticated scam in which she was tricked into believing she was in a relationship with actor Brad Pitt. Over the course of a year, the scammer, using AI-generated images and fake social media profiles, manipulated Anne into sending €830,000 for purported cancer treatment after a fabricated story involving the actor’s frozen bank accounts.
The scam began when Anne received messages from a fake ‘Jane Etta Pitt,’ claiming the Hollywood star needed someone like her. As Anne was going through a divorce, the AI-generated Brad Pitt sent declarations of love, eventually asking for money under the guise of urgent medical needs. Despite doubts raised by her daughter, Anne transferred large sums, believing she was saving a life.
The truth came to light when Anne saw Brad Pitt in the media with his current partner, and it became clear she had been scammed. However, instead of support, her story has been met with cyberbullying, including mocking social media posts from groups like Toulouse FC and Netflix France. The harassment has taken a toll on Anne’s mental health, and police are now investigating the scam.
The case highlights the dangers of AI scams, the vulnerabilities of individuals, and the lack of empathy in some online responses.
