TikTok Plasters DC With Ads Before Skeptical Lawmakers Confront CEO
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TikTok Plasters DC With Ads Before Skeptical Lawmakers Confront CEO
(Bloomberg) -- TikTok is intensifying its public-relations blitz days before its chief executive officer testifies on Capitol Hill this week, but congressional aides say there’s little he can say that will convince lawmakers the app can be insulated from Chinese influence.
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The company bought ads in the Washington Metro system, at Union Station and in the Washington Post, and sponsored Politico’s Playbook newsletter as well as Axios’s tech-focused Login newsletter.
A four-page color ad in the New York Times on Monday included a QR code linking to TikTok’s US Data Security website, which features a cartoon video explaining how the company that operates the popular short-video app has invested $1.5 billion in security.
“Safety. Privacy Control. Your priority. Our commitment,” proclaimed one advertisement at Union Station. “We’re protecting your personal data and the integrity of the platform, while still allowing you to have the global TikTok experience you know and love,” says another.
The ad campaign was rolled out before CEO Shou Chew’s appearance before the House Energy and Commerce Committee on Thursday. Committee staff who briefed reporters before the hearing said lawmakers don’t believe the platform’s $1.5 billion investment in data security can protect the app ,owned by Beijing-based ByteDance Ltd., from Chinese influence.
The aides, who spoke to reporters on condition of anonymity before the testimony, picked apart elements of the plan, known as Project Texas, dismissing the proposal to house US data in domestic Oracle Corp. servers and allow auditing of TikTok’s recommendation algorithm.
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