At this point, there's hardly anyone who doesn't know TikTok, the wildly popular social media platform that today ranks as one of the leading social platforms across virtually every industry ranking. With easy-to-use features that are accessible to people of all genders and ages, its user numbers have grown exponentially over the past three years.
That said, we have to acknowledge that the negative press surrounding TikTok regarding its handling of minors' privacy continues to cause problems without let-up. Because beyond content packed with useful knowledge and all kinds of fun, the platform also hosts certain types of content that may be considered risky. This is why, previously, the development team rolled out various measures to help young users maintain their privacy, stay safe, and reduce access to certain types of content that may be excessive. Most recently, TikTok has updated 5 guidelines and protective measures for users aged 13-17. What are the details, and what do marketers need to know? Let's take a look together.
- Enforcing measures regarding the display of certain types of content
For users under the age of 13, TikTok has measures in place regarding the display of certain types of content that will not be shown or recommended to users, such as nudity, 18+ content, and other inappropriate material. In addition, TikTok further stated that it is continuously improving the technology that helps detect posts containing this kind of content.
2. Controlling content through the Content Level measure
Back in 2022, TikTok launched a content control system called the "Content Level System," designed to prevent adult content, such as content with profanity or sexual suggestion, from reaching users between the ages of 13 and 17. According to TikTok's report, this feature was able to help prevent more than 1 million such items over the past 30 days.
3. Detecting content through an Automation system
In addition to setting policies, TikTok has also invested in Machine Learning systems to improve the accuracy of detecting sexually explicit and suggestive content. The goal is to detect and remove content that violates policy from the platform as quickly as possible, while also preventing such content from being shown to underage user accounts. This is to ensure that TikTok can create an appropriate experience for underage users on the platform.
4. Partnering up to strengthen protection against "Revenge Porn"
Previously, Meta and Bumble teamed up with experts to strengthen protection against "Revenge Porn" through the organization StopNCII.org. Revenge Porn in this context refers to the distribution of inappropriate video clips that may contain content of a sexual relationship and are shared with the intent of damaging someone's reputation or seeking revenge. Now, TikTok itself has joined this initiative to support victims of such content being posted on the platform.
5. Launching the Audience Controls feature
Last year, TikTok launched the Audience Controls feature for creators to use, with the aim of helping them restrict content so that it is only shown to user accounts over the age of 18, for Live and Short Form Video content. This feature will be rolled out to users worldwide soon.
Closing thoughts
These various measures are important things that both everyday users and marketers need to be aware of. Because as we all know, TikTok is reinforcing various measures to increase safety for its teenage platform users, who make up the majority of its user base. Therefore, to ensure creators or marketers can continue to deliver their content as before, it is necessary to adjust the content to be more appropriate.
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