A recent analysis conducted by Forbes has revealed that TikTok has been displaying ads from Chinese state propaganda outlets to millions of European users. These ads touch on subjects ranging from COVID-19 to tourism in China’s Xinjiang region, a contentious area reported to have mass detentions of Uyghur Muslims.
Forbes’ analysis of TikTok’s ad library, shared on July 20, showed that over 1,000 ads from Chinese state media outlets have been displayed on European users’ feeds since October 2022. The ads come from sources such as The People’s Daily, an official newspaper of the Chinese Communist Party’s Central Committee, and the Beijing-based TV network CGTN, also controlled by the same committee.
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One ad portrayed Xinjiang as a sought-after tourist destination, featuring cats playing on the Great Wall of China, which extends into the region. Another ad featured a vlogger who accused Western media of fabricating information about the Chinese government’s human rights abuses. Some ads also criticized US and European resistance to China’s Belt and Road Initiative, a global infrastructure project.
Countries affected by these ads include Austria, Belgium, the Czech Republic, Germany, Greece, Hungary, Italy, Ireland, the Netherlands, Poland, and the United Kingdom. Data for other regions like the United States, Canada, and Australia was not available.
Of 124 adverts promoted by one Chinese state propaganda outlet, 92 referenced Xinjiang. One sponsored ad from China News International portrayed Xinjiang positively, contradicting reports of Uyghur men and women being unjustly arrested and subjected to inhumane conditions.
This advertising practice seems to contradict TikTok’s stated policy. TikTok’s ad library FAQ page asserts that the platform “does not show political or election ads,” and its ad policies prohibit advertising about social issues, elections, and politics. However, TikTok’s spokeswoman Jamie Favazza told Forbes that these state-controlled media outlets were not categorized as government agencies, thus the exception does not apply.
This incident adds to ongoing concerns about TikTok’s ties to the Chinese government. U.S. officials have previously warned that TikTok could provide the Chinese Communist Party with access to user data, leading critics to allege that the platform could be used for espionage. In May, Montana became the first U.S. state to ban TikTok, with the ban taking effect from January 1, 2024.
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