TikTok, the wildly popular short-form video sharing app, is continuing to expand its “state-controlled media label” initiative. According to the company, this label will now appear on user profiles in nine additional countries, including Germany, France, the Netherlands, and Brazil, bringing the total to 13 countries in which it is in effect.
The state-controlled media label was initially introduced by TikTok in an effort to promote more transparency and increase trust with its users. As a result, it began labelling certain verified accounts that are associated with “state-affiliated content” like media outlets, public officials, and state-sponsored organizations. The label explicitly states that the content present on the account originates from the initiative mentioned above.
The introduction of this label was met by a certain degree of controversy, with civil society organization Access Now calling out TikTok’s lack of transparency. Access Now evoked the need for an “understanding of the scope and nature of the labels” and explained that due to its broad scope, the label could potentially be used to target specific actors and content.
Although prominent voices have raised objections towards this expansion, it is important to note that the label does not restrict users nor does it impact the content of their accounts. TikTok affirms that the labeling program is meant to increase transparency and help inform the community about their actions.
The introduction of this labeling initiative highlights the ever-growing trust gap between social media platforms and their users. Going forward, it is essential that companies like TikTok strive to increase transparency while protecting their users’ freedom of expression.