Tiktok was doing well until it stopped doing well. In no time, two bad news stories happened almost simultaneously. One of them is related to their TikTok Lite promotion campaign, and they canceled this reward program in Europe, after receiving a request from the EU reports that they see this strategy as a way to make users addicted.
Another is from America. After a long battle between the country and the Chinese app, where the ban was always looming, it now seems real. If TikTok doesn’t get a buyout company from the United States within 9 months, it will be permanently banned across the state.
Tik Tok in trouble: The United States wants it out of its territory if it does not meet conditions.
The fight to ban TikTok in the United States has been going on since Donald Trump’s presidency. The government has been considering banning the app from the state entirely, amid allegations that the app has ties to the Chinese Communist Party and spies on its users. National security is the main reason.
Some places and organizations like New York state officials, Montana State and even some universities are already taking the initiative on their mobile phones. Now things are even more serious, with the passage of a law that could ban TikTok across the country if it doesn’t meet a single condition: have an American buyer or investor among its ranks.
Byte Dance has 9 months to achieve this before the United States moves to a blanket ban. This period can be extended by 3 more months, if it is seen that the company works in good faith, looking for a potential customer. That means TikTok could disappear from the US by January or April 2025 without a buyer.
Tik Tok has announced that it will take action against the United States for making unconstitutional decisions. It is clear that the fighting continues and at the same time is escalating between both fronts.
Things aren’t any better in Europe: the TikTok Lite promotion is going away
Although Tik Tok Lite’s rewards program is making waves, getting users in Spain and France excited about downloading the app, the strategy hasn’t gone unnoticed by the EU. TikTok had until April 24 to file an incident report on the app.
It was the first concern for the EU about how addictive this market strategy could be, and the fine imposed on ByteDance could cost them a small percentage of their annual or daily revenue.
The company’s response was to immediately pull the rewards program out of Europe, with no intention of reporting. So you can’t earn money just by watching videos or chatting in TikTok Lite app.
At the moment, it is difficult to know what will be the fate of the light version of the application or if it will be able to take off in Europe without introducing some aggressive campaigns. In any case, it has a better outlook than the United States, which could cease to exist by 2025 in all respects.
