TikTok’s meteoric rise and the call for regulation

The rise of TikTok since its launch in 2016 has been remarkable, with the platform reaching 834.3 million users worldwide in 2023 and projected to hit 955.3 million by 2025 according to Statista. Globally, the US has the largest TikTok audience. Vietnam ranks fifth at 67.7 million audiences (as of January 2024), a rise of almost 70% from 39.9 million in 2022.

However, this explosive popularity has been marred by concerns over national security threats and the mishandling of user data. Several governments, including the US, UK, Australia, and Canada, have banned the app from official devices, and US President Joe Biden recently signed a bill to effectively force TikTok to be sold or banned.

Why is TikTok still thriving despite these bans? Associate Professor Agnis Stibe from The Business School at RMIT University Vietnam pointed to its pioneering use of AI and ability to tap into fundamental human psychology as key factors.

"By deeply embedding AI into its core functionality, TikTok has transformed how social media operates," he said.

“TikTok’s AI capabilities enable the platform to provide highly personalised content recommendations and real-time analysis of user-generated content to identify viral trends early. This helps it excel in user engagement and retention."

Associate Professor Stibe elaborated that humans are hard-wired to seek connections and engage with others to gain status, recognition, approval, and a sense of belonging – psychological needs that apps like TikTok are expertly designed to meet.

“When social platforms tap into these fundamental psychological needs, they can create highly engaging experiences that resonate with users on a profound level. This engagement often resembles addiction, especially when the platform’s design promotes continuous and sometimes unhealthy use,” he said.

According to Dr Nguyen Thi Van Anh, Interim Associate Program Manager for Digital Marketing at RMIT University Vietnam, criticisms of TikTok include intellectual property risks and the misuse of information and content. Privacy issues extend to TikTok's collection of facial recognition data and the potential misuse of deepfake technology.

“Facial recognition data can be used to track and identify individuals without their consent, and malicious actors can exploit publicly available photos or videos to create fake content, increasing the risk of data misuse and privacy violations,” she explained.

Dr Van Anh also cited findings from an inspection by the Vietnamese Ministry of Information and Communications in October 2023. TikTok was found to have stored and disseminated false and harmful information inciting violence and social evils, violated children's confidential data, failed to classify information for children's safety properly, and allowed children under 13 to create accounts despite age restrictions.

To balance innovation with accountability at digital platforms like TikTok, the RMIT academics advocated a multi-stakeholder approach.

On the platforms’ part, Associate Professor Stibe said they must have clear policies detailing prohibited content and consequences of violations.

“They should also maintain a transparent and constantly updated user reporting system for problematic content, even using AI to detect and flag inappropriate content before it spreads. Third-party fact-checkers can also help counter disinformation and fake news,” he said.

“Meanwhile, governments should invest in digital literacy programs to educate the public on using the Internet safely and responsibly, including how to identify misinformation and protect online privacy.”

Dr Van Anh stressed the government’s role in protecting user privacy by providing more policies requiring compliance with strict data protection standards such as GDPR, and strengthened enforcement and educational resources for intellectual property protection.

As platforms like TikTok are becoming popular marketplaces, she said the authorities can support businesses by establishing clear regulations for social media advertising, including defining acceptable ads and requiring transparent labelling of sponsored content.

“In the business context, consumer protection policies like transparent refund and return processes are also needed,” she said.

Both academics emphasise transparency as vital for building and maintaining user trust.

Associate Professor Stibe said, "Our human societies thrive when built on trust. This translates into a demand for transparency in our interactions with online businesses and other entities in today's digital world.

“Digital platforms like TikTok have a choice to operate with openness or secrecy. Ultimately, this choice will determine their reputation and success in the long term.”

This article is based on an interview with Doanh nghiep & Hoi nhap magazine.

Story: Ngoc Hoang

Masthead image: SFIO CRACHO – stock.adobe.com