Last Sunday (19), TikTok was taken offline in the US, but the measure was quickly reversed by Donald Trump, who will assume the presidency of the country this Monday (20) and announced the suspension of the law that prohibits the application. The recent restriction, which impacts more than 170 million American users, according to data from the company itself, exposes the growing complexity between politics, technology and global advertising, observes Bruno Almeida, CEO of US Media, one of the main media solutions hubs in Latin America. For Almeida, this context highlights an ever-increasing volatility in the digital market.
“The likely ban on TikTok in the United States is yet another reflection of the growing intersection between politics, technology, and global advertising,” says Almeida. “With the new configuration of the US government and the expectation of regulation more aligned with the Trump administration, the digital landscape could become more volatile, especially with regard to information security, the spread of fake news, and extremist rhetoric.”.
The executive emphasizes that TikTok's situation, similar to the challenges faced by X (formerly Twitter) in different countries, reiterates the importance of a diversified and resilient media strategy for brands and advertisers. "It's not just about keeping up with trends, but about ensuring resilience in a constantly transforming digital ecosystem," he stresses.
Almeida also mentions the questions about content moderation faced by platforms like Meta, illustrating the pressures for social responsibility. "The digital landscape continues to present challenges for platforms, which need to balance growth and social responsibility," he states, citing the #StopHateForProfit movement of 2020 as an example of advertisers' discomfort with the issue of moderation.
For the Brazilian and Latin American market, the CEO of US Media reinforces the importance of prioritizing partnerships that offer security, innovation, and the ability to adapt to new regulations. “Success in digital advertising is directly linked to the ability to navigate different platforms, exploring opportunities and minimizing risks,” concludes Almeida. He says that US Media is committed to offering solutions that allow its clients to reach their audiences efficiently and securely, keeping pace with market changes.
