The US state of Montana has become the first state to ban the Chinese-owned TikTok app from personal devices in a bid to protect private data and information from being “harvested by the Chinese Communist Party”.
Montana’s Republican governor Greg Gianforte signed legislation earlier this week that makes it illegal for application stores to offer TikTok to users residing in the state, however, those who already own the app will not be prevented from using it.
App stores or TikTok will be fined £8,000 ($10,000) per day each time someone is able to download the short-form video app.
While the measure is set to take effect from 1 January next year, it is predicted to be challenged legally. According to The Guardian, several TikTok content creators have already sued to block the legislation, claiming that the ban ‘violates’ their first amendment rights.
“Today, Montana takes the most decisive action of any state to protect Montanans’ private data and sensitive personal information from being harvested by the Chinese Communist Party,” Gianforte said after signing the legislation on Wednesday (17 May).
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The ByteDance company has been scrutinised in recent times and asked to verify whether the app is a national security threat to the US.
In March, TikTok CEO Shou Zi Chew faced four-and-a-half hours of questioning at a US congressional hearing. The US government believes that TikTok’s access to American peoples’ data is ‘worrisome’. Prior to this TikTok hearing, advertisers asked for assurances from the short-form video app. Following the news of this Montana TikTok ban, it is likely brands will repeat this line of questioning.
Earlier this year, at least one major ad group contacted TikTok sales representatives in an attempt to learn more about its data security practices. A TikTok spokesperson told Reuters that the company engaged with advertisers “in open, fact-based, and ongoing dialogue that includes providing regular updates and addressing questions about the ways we’re working to build a trusted entertainment platform for users and brands.”
Some smaller brands have also expressed hesitancy with regards to experimenting with ads on TikTok. In march, New Engen vice president of media services, Adam Telian, told Reuters: “People are hesitant to make that commitment and investment at a time when they’re not sure TikTok will still be around.”
