The rapid development of TikTok and regulatory questions

DNHN - Despite increased regulatory scrutiny, TikTok continues to grow in popularity. Why is it essential for this platform to increase trust and transparency in the future? Two lecturers from RMIT University explain the TikTok phenomenon.

TikTok has seen impressive growth since its launch in 2016, reaching 834.3 million users in 2023 and projected to grow to 955.3 million by 2025, according to Statista. As of April 2024, Indonesia had the highest number of users globally, while Vietnam ranked fifth with nearly 69.7 million users, a nearly 75% increase from 39.9 million in February 2022.

However, this expansion has raised concerns about national security and user data abuse. Countries like the US, UK, Australia, and Canada have banned the app on government devices. Recently, US President Joe Biden signed a law requiring TikTok to "sell" or face a ban.

Why does TikTok continue to thrive despite these bans? Associate Professor Agnis Stibe from the Business School, RMIT Vietnam, pointed out that pioneering AI use and the ability to tap into fundamental human psychology are key factors driving the app's growth.

"By deeply integrating AI into its core features, TikTok has changed how social networks operate," he noted.

"AI capabilities allow the platform to offer highly personalized content recommendations and analyze user-posted content in real-time, identifying trends with viral potential early. This helps TikTok excel in user engagement and retention."

Associate Professor Stibe added that humans have a tendency to seek connection and interaction with others to achieve status, recognition, acceptance, and a sense of belonging—psychological needs that apps like TikTok are intricately designed to fulfill.

"When social media platforms exploit these basic psychological needs, they can create engaging experiences that resonate deeply with users. Using the app then becomes akin to an addiction, especially when they are designed to encourage continuous and sometimes unhealthy use," he remarked.

According to Dr. Nguyen Thi Van Anh, Deputy Head of the Digital Marketing Department at RMIT Vietnam, critics of TikTok often mention intellectual property risks and the abuse of information and content. TikTok's collection of facial recognition data also raises privacy concerns and the potential misuse of deepfake technology.

"Facial data can be used to track and identify individuals without their consent. Malicious actors can exploit publicly available photos or videos on this platform to create fake content, increasing the risk of data abuse and privacy violations," she explained.

Dr. Van Anh also cited the results of TikTok's operational inspection in Vietnam by the Ministry of Information and Communications published in October 2023. According to the report, TikTok had stored and disseminated misleading, harmful information, inciting violence and social evils, compromising children's information security, inaccurately classifying information to ensure child safety, and allowing children under 13 to create accounts despite not being of legal age.

To balance innovation and accountability for digital platforms like TikTok, the two RMIT lecturers proposed a multi-stakeholder approach.

Associate Professor Stibe suggested that platforms need to implement clear policies detailing prohibited content and the consequences for user violations.

"They should also maintain a transparent and continuously updated user reporting system for problematic content, possibly using AI to detect and flag inappropriate content before it spreads. Independent verification entities can also help combat misinformation and fake news," he said.

"At the same time, governments should invest in digital literacy programs to educate the public on safe and responsible internet use, including identifying misinformation and protecting online privacy."

Dr. Van Anh emphasized the role of governments in protecting user privacy by enacting more regulations that require platforms to adhere to stringent data protection standards such as GDPR or CCPA, and by enhancing the enforcement of intellectual property rights and providing related training materials.

In the context of platforms like TikTok becoming popular marketplaces, Dr. Van Anh suggested that regulatory authorities need to establish clear rules for social media advertising, including defining acceptable advertisements and requiring transparent labeling for sponsored content.

"From a business perspective, establishing consumer protection policies such as transparent refund and return processes is also necessary," she said.

Both RMIT lecturers stressed that transparency is indispensable for building and maintaining consumer trust.

Associate Professor Stibe stated, "Human societies thrive on trust. Therefore, we need transparency in our interactions with online businesses and other entities in today's digital world."

"Digital platforms like TikTok have the choice to operate openly or secretly. Ultimately, this choice will determine their reputation and long-term success."

Bao Bao