TikTok, the popular video-sharing app, has been bombarding millions of European users with ads from Chinese state propaganda outlets, as revealed by Forbes’s analysis of a recent ad library. These ads promote various topics, including COVID-19 and tourism in the troubled Xinjiang region. The ads align with the messages pushed by China state media, despite the fact that Xinjiang has been under scrutiny for human rights abuses, such as the arrests and detention of over a million Uyghur Muslims.
For example, one ad showcases cute cats playing on the Great Wall of China, which stretches into Xinjiang, implying that it is a sought-after tourist destination. However, reports of the mistreatment of Uyghurs in the region contradict this portrayal. Another ad features a vlogger accusing Western media of lying about Chinese government’s human rights abuses. Moreover, Forbes found political ads that criticize US and European resistance to China’s Belt and Road Initiative, a massive infrastructure project aiming to connect China with Europe, Africa, and Asia.
The ads on TikTok originate from Chinese state media outlets like The People’s Daily and CGTN, which are controlled by the Chinese Communist Party. These ads have been seen by millions of users across European countries, including Austria, Belgium, the Czech Republic, Germany, Greece, Hungary, Italy, Ireland, the Netherlands, Poland, and the United Kingdom. However, data for countries outside of Europe, such as the United States, Canada, and Australia, was not available in the ad library.
According to Forbes, one Chinese state propaganda outlet’s social media account featured references to Xinjiang in 92 out of 124 promoted ads. The ads had captions like “Xinjiang is a good place!” and showed traditional dances and school visits, despite reports of detention centers and forced labor in the region. British lawmakers even declared the Chinese government’s policies against the Uyghur minority as genocide and crimes against humanity, although the motion is non-binding.
It is worth noting that these ads contradict TikTok’s ad policies, which claim that the app does not show political or election ads. Additionally, the app prohibits advertising about social issues, elections, and politics. However, TikTok spokesperson Jamie Favazza clarified that the app does not categorize state-controlled media outlets as government agencies, so they do not fall under these restrictions.
Critics have raised concerns about TikTok’s close ties to the Chinese Communist Party and its potential for data surveillance of its 150 million users in the US. In fact, Montana became the first state to ban the Chinese-owned TikTok from operating starting from January 1, 2024, due to these concerns.
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