As the debate around TikTok's future in the United States continues to heat up, the popular social media app has launched a bold move to block a Senate bill that could effectively ban it in the country. With a $2.1 million advertising campaign, TikTok is sending a clear message to senators in tough reelection fights: reject the House bill that poses a threat to its existence.
The ads, which have been reserved on television in battleground states like Nevada, Montana, Wisconsin, Pennsylvania, and Ohio, feature everyday users of the app sharing their concerns about how a potential ban would impact small businesses and communities. "Think about the 5 million small business owners who rely on TikTok to provide for their families," says one purported user. "To see all of that disappear would be so sad," adds another.
TikTok's ad buy data reveals that other key states, including New York, Massachusetts, and Minnesota, will also see the new ads. The Big Apple and Beantown are crucial markets for reaching young people and journalists, while Minnesota is home to Democratic Sen. Amy Klobuchar, one of TikTok's most vocal critics in Congress.
The ads started airing on Wednesday, with the buy set to end either April 14 or April 28, depending on where the spots are airing. One of the new ads obtained by CNBC purports to show TikTok users warning their target audiences of the devastating impact a ban would have.
"It's gonna affect a lot of people's livelihoods," says a sad-looking woman in the ad.
The Senate Path
Despite TikTok's hyperbole, the legislation passed the House wasn't an outright ban. Instead, it requires ByteDance, TikTok's China-based parent company, to divest the app from its holdings within about six months of the bill being signed into law. If ByteDance fails to comply, then TikTok would not be available for download on the Apple App store and Google Play store, effectively killing the app among U.S. users.
A spokesman for TikTok argues that lawmakers who supported the legislation have described it as a "ban" on the app. "This bill was rushed through the House exactly because its authors know it would ultimately result in a ban," explained a company representative. "Many of the bill's biggest cheerleaders in the House have publicly described this legislation as a 'ban' bill."
However, despite having passed the House by a vote of 352 to 65, the TikTok bill still faces an uncertain path through the Senate. Senate Majority Leader Chuck Schumer has said senators need time to "review the legislation" before sharing any timelines for potential passage.
High-Pressure Lobbying
A spokesman for TikTok emphasized that the ads are a way to show how the federal government could hurt small businesses if the bill passes the Senate. "We think the public at-large should know that the government is attempting to trample the free speech rights of 170 million Americans and devastate 7 million small businesses nationwide," said a company representative.
The app has been under intense scrutiny in recent months, with many lawmakers expressing concerns about the potential risks posed by its Chinese ownership. TikTok users have swamped congressional offices with calls demanding that members vote against the ban, with the number of these calls soaring after the app encouraged users to take action through the platform.
Sen. Thom Tillis shared a threatening voicemail at his office in relation to a possible TikTok ban. Tillis' office has said it's received at least 1,000 calls about the app since the House passed their bill.