Inside TikTok’s Attempts to ‘Downplay the China Association’
Leaked documents detail what TikTok tells the media—and what it doesn’t.
By Chris Stokel-Walker – 7/27/22 6:00AM
Leaked documents from within TikTok reveal how the company games out responses to tricky questions — and highlight what the company thinks its biggest public perception problems are. Chief among them: China.
The PR documents, which Gizmodo obtained from within the company, are titled “TikTok Master Messaging” and “TikTok Key Messages.” Both are explanations of press talking points in English and include a version translated into a European language. (Gizmodo is not naming the language to protect the sourcing of the document.) The larger of the two, the 53-page TikTok Master Messaging document, outlines key messages the company wants to present to the public. The dossier’s version history shows it was last updated in August 2021 but had been consistently altered since it was created in March 2020.
Right near the top of the list? “Downplay the parent company ByteDance, downplay the China association, downplay AI.” All three bullet points are the second, third and fourth lines of the document, second only to “Emphasise TikTok as a brand/platform.” Further down, the company advises its employees to stress that, though young people love TikTok, “the app is only for users aged 13 and over.”
The documents are influential even beyond TikTok’s responses to everyday news stories: Language similar to what’s in them appeared in a TikTok executive’s testimony before the United Kingdom’s parliament and in the company’s letters to United States senators. TikTok declined to answer questions about the leaked materials.
The Chinese link is a known issue for TikTok PR—an FCC commissioner asked Apple and Google to remove it from their app stores over the connection in late June—and it comes up frequently across both documents. In the 15-page TikTok Key Messages document, which was created in February 2021, TikTok’s public relations people are given soundbites to address any questions about “China/Bytedance Ownership”.
The soundbites include:
- “There’s a lot of misinformation about TikTok right now. The reality is that the TikTok app isn’t even available in China.” TikTok used this talking point when responding to the BBC.
- “We have not and will not share user data with the Chinese government, and would not do so if asked.” TikTok used this one in response to BuzzFeed News.
- “We have a number of measures in place to significantly reduce access to user data, and we continue to build those out.” TikTok published this talking point on its own blog.
The document goes on to provide “proof points” for TikTok PRs to take, including:
- “TikTok is a global company”
- “The TikTok app doesn’t even operate in China.”
- “TikTok is highly localized in its experience and operations, which means <> has a lot of independence in the day-to-day operations of the platform.”
In the Master Messaging document, staff are given potential questions they may face from journalists and stock answers to them. Among the questions TikTok PR expects to face: “What is the relationship between Bytedance and its individual products such as TikTok and Toutiao?”, to which the PR is given the response: “Bytedance is the holding company of TikTok. TikTok employees cannot comment on ByteDance. We will refer to ByteDance itself.” Later, under the heading “DO NOT USE,” the document gives staff a high-level briefing of ByteDance’s background.
The longer document also echoes the concern that there’s “a lot of information about TikTok being spread. These are the facts.” The document advises PRs to say, “TikTok has an American CEO, a head of security with decades of experience in the U.S. military and law enforcement, and a U.S. team that works diligently and responsibly on the consistent development of the security infrastructure. Four of the five seats on the Supervisory Board of our parent company are filled by some of the world’s most respected global investors.”
Further down in the document, the company guides its PR staff to shy away from highlighting the age of its users, who are reputed to be younger (and cooler) than those on any other social network. “The app is only for users aged 13 and over, according to our terms and conditions,” the guidance recommends. “Therefore, in relation to our users, we may speak of young people, but not of children.”
The document highlights an internal statistic, one that shows TikTok may, in fact, be for the Olds: “Most of our users are between 16 and 25 years old. 67 percent of users are older than 25.”
PRs are also helped in heading off tricky questions about whether those young users could be spending mom and dad’s cash on livestreaming gifts. “We have a spending cap in the app,” the document advises company reps to say–before adding: “For internal information only: The spending cap is $1,000 per day.” (This information has not been previously published.)
TikTok is likewise reticent to invite scrutiny of its algorithms and how they determine what gets seen—or heard. In the “Music” section of the Master Messaging document, highlighted in red is a bullet point reading: “No algo talk – personalized content feed fuels new music discovery”.
The company has also prepared quotes for questions about past moderation decisions, including leaked guidelines in 2019 that suggested content around the Tiananmen Square revolution would not be recommended through the app. They dovetail with the company’s “downplay the China association” strategy.
“In the early days we formulated our rules more restrictively in order to minimize conflicts,” PR representatives are recommended to say in the Master Messaging document. “As TikTok grew rapidly internationally last year, we realized that this was not the right approach. That’s why we gave our local teams a more prominent role in this process, as they have a more differentiated understanding of their respective markets. […] While we built our local teams over the past year, we have also abandoned various regulations that were not appropriate for individual markets.”
That’s echoed in the shorter Key Messages document. “We’re a platform that’s nearly 3 years old and we’re operating in the scale of other big players. We take this responsibility seriously. In the early days, we made mistakes with our moderation policies and we take responsibility for them,” the document advises PRs say. “Our local team has full autonomy to make decisions about our content policies and implementation here.”
The phrasing on content moderation from both the Master and Key Messaging documents sounds very similar to testimony given to the UK parliament’s Digital, Culture, Media and Sports select committee in September 2020 by Theo Bertram, TikTok’s director of government relations and public policy in Europe, the Middle East and Africa.
Language PR staff are encouraged to use around data privacy also sounds similar to language used in letters to US Senators currently addressing concerns around TikTok’s data access practices. “A lot of apps collect data, and we are on par with, or less than, many others,” the document suggests PRs say. (This sentence, in European translation, appears with a comment of❗️❗️❗️ in the Key Messages document.) “We believe the type of user data that we collect is in line with what our peers collect and in many cases is far less,” the document continues. “For example, many peer companies collect very targeted location data. We don’t. We are happy to compare our practices to what others in the industry do. We take careful measures to protect that data from misuse.”
Version history on the Master Messaging document suggests it has been produced by taking excerpts of other internal documents, including those titled “TikTok Master Messaging – Europe,” “Commercial Messaging and FAQ,” “Ops Messaging and FAQ,” “Music Messaging and FAQ,” and “Marketing Messaging and FAQ.” Gizmodo did not obtain access to these documents.
TikTok did not answer questions about the documents. From its history in Google Docs, the Master Messaging document seems to be the result of collaboration across multiple teams at the company. It had been edited by nearly a dozen different people throughout its existence and included comments from six current or former TikTok employees. The second, Key Messages, document created in February 2021 was hosted on Lark, the productivity suite developed by parent company ByteDance, contained comments from three different users.
One PR representative for a competing big tech company says they’re surprised by the document’s content. “No one in PR wants a doc like this to end up in public, but the revealing thing here is not how many difficult topics the TikTok team are dealing with, rather it’s the lack of basic information the company is willing to let its PR team use to answer simple questions,” they say.
The lack of information puts TikTok PR at a disadvantage, the tech PR claims. “A PR needs to be able to answer basic questions – even if to a scale such as ‘dozens’ or ‘hundreds’ – in order to be taken seriously when talking on more difficult topics.”
liseli
Hi, its good post concerning media print, we all understand media is a impressive source of facts. Earnest Anello
1xbet giris
I was wondering if you ever considered changing the page layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having one or two images. Maybe you could space it out better? Jordon Commins
casino
Thank you for all your work on this website. My aunt takes pleasure in setting aside time for investigations and it is simple to grasp why. Many of us notice all concerning the compelling mode you offer informative tips and hints through your web blog and even invigorate participation from other ones about this article plus our daughter is actually starting to learn a whole lot. Take pleasure in the remaining portion of the year. You are always conducting a really great job. Cornell Kleinman
watch football online
I was wondering if you ever considered changing the layout of your blog? Its very well written; I love what youve got to say. But maybe you could a little more in the way of content so people could connect with it better. Youve got an awful lot of text for only having 1 or 2 images. Maybe you could space it out better?| Edwardo Umphenour
freespin
I must get across my appreciation for your kindness supporting men and women that need assistance with that area. Your very own dedication to getting the solution all through appears to be pretty good and have in most cases allowed regular people much like me to attain their aims. This interesting guide implies so much a person like me and still more to my fellow workers. Thanks a lot; from all of us. Nicky Tulley
hemen tıkla
The root of your writing while appearing reasonable originally, did not settle perfectly with me after some time. Somewhere throughout the paragraphs you actually were able to make me a believer but only for a short while. I still have a problem with your leaps in assumptions and you might do nicely to fill in all those breaks. In the event you can accomplish that, I will certainly end up being fascinated. Travis Vanez
freespin
The crux of your writing whilst appearing reasonable originally, did not really work perfectly with me personally after some time. Someplace within the paragraphs you managed to make me a believer unfortunately only for a very short while. I still have got a problem with your leaps in assumptions and you might do nicely to fill in those breaks. In the event that you can accomplish that, I would undoubtedly end up being impressed. Kermit Solverud
casino
A large percentage of of the things you state happens to be astonishingly appropriate and that makes me wonder the reason why I had not looked at this with this light previously. This article really did switch the light on for me as far as this specific issue goes. But at this time there is 1 issue I am not necessarily too comfy with so while I make an effort to reconcile that with the central idea of your issue, let me observe just what all the rest of the subscribers have to point out. Very well done. Cyrus Mullahy
earn money
One more issue is that video gaming became one of the all-time greatest forms of entertainment for people of every age group. Kids have fun with video games, and also adults do, too. The XBox 360 is amongst the favorite games systems for those who love to have a huge variety of video games available to them, and who like to relax and play live with some others all over the world. Thanks for sharing your notions. Milo Zaczek
hidden cam
I needed to put you a little bit of note just to give thanks again regarding the splendid strategies you have provided on this site. It was simply remarkably generous with you giving without restraint what exactly a few individuals would have supplied as an e-book to earn some profit on their own, particularly now that you could possibly have done it in case you decided. Those techniques also worked to become a great way to know that other people have the same dream much like my personal own to figure out a lot more related to this problem. I am sure there are many more fun periods up front for people who look over your blog post. Chance Altheimer
1xbet giris
Have you ever thought about creating an ebook or guest authoring on other websites? I have a blog centered on the same ideas you discuss and would really like to have you share some stories/information. I know my readers would enjoy your work. If you are even remotely interested, feel free to send me an e mail. Shelton Sarabia
brazzers
Do you mind if I quote a couple of your posts as long as I provide credit and sources back to your webpage? My blog site is in the very same area of interest as yours and my users would really benefit from some of the information you provide here. Please let me know if this okay with you. Appreciate it! Bernardo Lannon
kacak bahis siteleri
We just got a taste test of Ireland in 2019. But enough to know we want to go back for a longer stay. The drive through Connemara National Park looks amazing. Even with the inevitable rain. Although a rainbow always brightens my mood. We love those small roads where you find four legged friends on the roadside. I can certainly see why the Kylemore Abbey took your breath away. A fairy tale sight for sure. Leroy Sandifer
ifşa videoları
I?m impressed, I need to say. Really hardly ever do I come across a blog site that?s both instructional and entertaining, as well as let me tell you, you have actually struck the nail on the head. Your concept is exceptional; the issue is something that not nearly enough individuals are speaking wisely about. I am extremely happy that I came across this in my look for something relating to this. Salvador Ncneal
ifşa videoları
The penis consists of 3 chambers of spongy claque which absorb blood that reach the penis from the circulatory system. As these chambers seal in error on with blood, it leads to the erection of the penis. When exercises are done iccon.canpu.se/godt-liv/jeg-ved-det-godt-chords.php continuously, in a pronto string, it steady sense an dimensions in the size of the chambers. Then, it order broaden deft to absorb larger amounts of blood. Elden Useted
russian bet
Thanks for your own labor on this web site. My mother take interest in participating in research and it is simple to grasp why. My spouse and i notice all regarding the powerful way you produce valuable tips via your website and in addition recommend response from the others on this subject then our own princess is undoubtedly studying a whole lot. Take pleasure in the rest of the year. You have been performing a terrific job. Vernon Lecomte
ifsa videolari
I have been waiting since march for a decision on my esa application, have had to resend as they lost some of the documents and now it has been pending a decision for 10 days, how do they expect people to manage, I was on esa until march when it was stopped without warning as I was on a contribution based, but I was ill at the time so now its just a long long wait! Refugio Demik
ifşa
WP Rentals can benefit both hosts and travelers. Hosts get to meet people from around the world while making a little extra money, and travelers can often stay for less than the cost of a hotel room. In addition, many travelers enjoy accommodations that offer a different experience from standard hotels. Elias Manda
ifşa videoları
Grape jelly was leaking out the hole in the roof. He found the chocolate covered roaches quite tasty. Not all people who wander are lost. She tilted her head back and let whip cream stream into her mouth while taking a bath. Grape jelly was leaking out the hole in the roof. He found the chocolate covered roaches quite tasty. Not all people who wander are lost. She tilted her head back and let whip cream stream into her mouth while taking a bath. Grape jelly was leaking out the hole in the roof. He found the chocolate covered roaches quite tasty. Not all people who wander are lost. She tilted her head back and let whip cream stream into her mouth while taking a bath. Douglass Burkstrand
ifşa
Just want to say your article is as astonishing. The clarity on your publish is simply nice and i can suppose you are an expert in this subject. Well along with your permission let me to snatch your feed to keep up to date with approaching post. Thank you a million and please keep up the rewarding work.| Vincenzo Vanwright
yasadisi bahis oyna
I precisely desired to thank you very much once again. I am not sure the things I would have done in the absence of the strategies revealed by you relating to that field. It had become the traumatic case in my position, but taking a look at this skilled form you solved the issue took me to leap with fulfillment. Extremely happier for this information and thus wish you recognize what a powerful job you have been providing training most people by way of your web page. Probably you have never come across any of us. Dirk Pill
yasadisi bahis oyna
Keren tulisannya, makasih. Aku sendiri doyan baca buku karena waktu kecil dibiasain sama ortu. Mereka lulusan SR, bacanya kurang lancar, miskin, tapi kalo aku minta buku buru-buru dibeliin, langganan majalah sama tabloid dibayarin. Sempat punya perpustakaan di rumah tapi sebagian besar raib bukunya. Kalo minta pasang antena uhf buat nonton tv swasta malah diulur-ulur. Vincent Karam
ifşa videoları
The very next time I read a blog, I hope that it does not fail me as much as this one. I mean, I know it was my choice to read, but I really believed you would probably have something helpful to say. All I hear is a bunch of complaining about something that you can fix if you were not too busy looking for attention. Ellsworth Perler