Before the ban on April 5, TikTok launched an advertising campaign to impress upon people that 'TikTok is America's savior and a supporter of small businesses,' and there were moves to extend the sale deadline and compensation payments to Apple and Google
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It has been reported that TikTok is trying to gain public support by emphasizing its social values through an advertising campaign in order to avoid being banned in the U.S. Using emotional language, the ad claims that TikTok is useful for people's lives and contributes to local communities and the economy, and is likely aiming to influence lawmakers and policymakers.
TikTok Ads Portray App as Force for Good as US Ban Looms - The New York Times
https://www.nytimes.com/2025/03/25/technology/tiktok-ban-ads.html
Trump faces pressure to throw TikTok a lifeline through October
https://techissuestoday.com/trump-faces-pressure-to-throw-tiktok-a-lifeline-through-october/
Apple faces billions in liability from Trump's TikTok ban delay
https://appleinsider.com/articles/25/03/25/apple-faces-billions-in-liability-from-trumps-tiktok-ban-delay
For example, in one TikTok ad, a young woman who was diagnosed with kidney failure at age 19 due to kidney disease says, 'Thanks to a stranger watching TikTok volunteering as a donor, I was able to receive a kidney transplant and my life was saved.' The ad also displays the message, 'TikTok has saved some lives,' along with a tearful emoji.
Another ad features a woman who runs a small maintenance company saying, 'TikTok has helped my business grow,' and the woman adds, 'Without TikTok, many small businesses will suffer financially.' This gives the impression that TikTok is contributing to the American economy and local communities.
In addition, there are also advertisements in which creators introducing CPR products claim that 'TikTok also functions as a place to spread information about saving lives.'
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The background to this advertising campaign is that the former Biden administration passed the 'TikTok Ban Act,' which required TikTok's parent company, ByteDance, to sell TikTok due to security concerns.
The TikTok ban was enacted on January 19, 2025, but a presidential order was issued on the 20th of the same month granting a 75-day extension, meaning that if ByteDance fails to sell TikTok by April 5, 2025 (Saturday), it will be prohibited from operating the service in the United States.
TikTok officially announces that it will be forced to shut down its service on January 19th after the US Supreme Court upheld the TikTok ban - GIGAZINE
On the other hand, President Trump has extended the deadline set by the TikTok ban from January 19 to April 5, but some have criticized the fact that this measure was taken by executive order rather than by Congress, making it illegal.
Three Democratic senators are urging the White House to pass a bill that includes an extension until October 2025, arguing that TikTok should be given a legally justifiable reprieve. The senators said that 'any path to save TikTok should be considered through Congress,' and are calling on President Trump to take legislative action involving Republicans.
by NATO North Atlantic Treaty Organization
In addition, the extension will also affect Apple and Google, as TikTok's continued distribution on the App Store and Google Play may be subject to legal liability in the future. The senators argue that even during the grace period under the presidential order, TikTok is still prohibited by law from being offered, and they warn that Apple, Google, and cloud service provider Oracle are at risk of being held liable for damages of up to $850 billion (approximately 127.6 trillion yen).
TikTok has over 170 million users in the US market, making it an important platform for advertisers. At the time of writing, many brands have resumed advertising on TikTok, and advertising revenue is showing signs of recovery. In this situation, TikTok is planning to exhibit at events and new projects on the assumption that it will continue its activities after April 5th.
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