Federal employees could be banned from using the social app on government phones under proposed legislation, which could damage TikTok's reputation and scare away advertisers.
abc.net.au/news/tiktok-ban-proposal-united-states-employees/101798340A proposal to ban United States federal employees from using TikTok on government devices looks set to become law, threatening to deal a blow to the company's reputation and scare off advertisers even if it will not affect many users, experts say.
The move is the latest US effort to crack down on the popular social media platform, which has been the subject of a number of recent state bans and a long-running US national security probe over fears it could be used by the Chinese government to censor content, or spy on Americans. "That is what TikTok is at massive risk for — of having that brand reputational [blow] impact the overall revenue monetisation that they can make," said Eunice Shin, a partner at brand strategist Prophet.
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