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Creative Works TikTok Marketing

TikTok releases videos to stress that user safety is its main priority


By Imogen Watson, Senior reporter

October 23, 2019 | 3 min read

Citing user safety as its number one priority, TikTok has launched a guidance campaign to teach its young audience safer practices online.

TikTok TikTok TikTok

TikTok TikTok TikTok

The safety videos demonstrate how users can prevent themselves from harm, using real creators to visually enact situations that appear online.

The campaign covers six areas in six videos that demonstrate how users can use multiple in-app safety features. Characteristically TikTok, the humorous short skits appear in the style of the app.

One film shows how you can filter comments to block out hate speech. American TikTok creator Donovan Moore is seen pouring a can of 'TikTok' alphabet spaghetti into a pan. He pulls out words like 'lame' and 'dumb' in the bin, and empties the rest of the can, revealing positive words like 'happy' and 'joy' which he stirs. The video then goes on to show the viewer how to block bad words from the comment section.

Another video shows how to be mindful about the information included in a profile. The creator 'Joe Doe' is seen with a name tag that includes his phone number, address, blood types, bank account number. A passer-by snaps the name tag, therefore obtaining all Doe's personal information, that should not have been on public display. Another creator exchanges the sticker for one that simply sys 'Joe Doe' before the film flicks to how users can hide the information they share online.

The other videos cover how you can block undesired users, disband harassment, how to report inappropriate content and how you can control who duets with you.

“Safety is our number one priority,” stressed Elizabeth Kanter, director of global public policy at TikTok UK.

“This new campaign, featuring some of our most loved creators from a variety of backgrounds and genres, demonstrates our commitment to originality, as we educate, empower and encourage our global community to stay safe and positive," she added.

Since it emerged in 2016, Tiktok hasn’t had an easy stairway to the top and was recently criticised over the safety of children on the platform.

In July, The Guardian revealed that the video-sharing app had been under investigation since February for how it handled personal data of its young users and whether it priorities the safety of children on its social network.

The investigation also raised concerns about how the open messaging system allowed any adult to message any child.

In April, TikTok announced age restrictions for new users, preventing under-13s from creating an account.

It has also removed more than six million videos in violation of its community guidelines.

TikTok: Fun & Safe by Ogilvy

By TikTok

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