TikTok increases ad spending as Congress speeds up potential ban

TikTok has significantly increased its advertising spending in response to pending legislation in Congress that could lead to a ban on the popular social media app. The company has spent over $4.5 million on ad campaigns to combat the potential ban, with a focus on television and digital advertisements.

The legislation, known as the “Protecting Americans from Foreign Adversary Controlled Applications Act,” would require parent company ByteDance to divest TikTok within nine months or face a ban in the U.S. President Joe Biden has indicated that he would sign such a bill into law if it reaches his desk.

The bill has key support in the Senate, with Senate Commerce Committee Chair Maria Cantwell endorsing it and praising the extension it would provide for ByteDance to potentially divest TikTok. The House is expected to vote on the bill soon, potentially as early as Saturday.

TikTok's advertising efforts have targeted key battleground states and vulnerable Senate Democrats, with ads airing in states such as Pennsylvania, Ohio, and Wisconsin. The company has also released ads urging users to advocate against the ban and highlighting the app's role in promoting businesses and freedom of speech.

Overall, TikTok's increased ad spending and advocacy efforts reflect the company's efforts to influence the ongoing debate in Washington over the potential ban and concerns about protecting U.S. users' data from foreign governments. The outcome of the legislation and TikTok's response will continue to be closely monitored as the situation develops.


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