TikTok has unveiled a #thinkb4youdo challenge to encourage Singaporean and Malaysian users to take a moment and think before they conduct dangerous acts on TikTok. #thinkb4youdo is a call to action for everyone using the platform to play their part in creating a safe and positive environment for the global community.
Popular Malaysian creators who have joined the challenge to create short videos using the #thinkb4youdo include Mark O’Dea, David Zafer and Yuki Tan. In Singapore, national taekwondo athlete Ming Wei also joined the challenge. Meanwhile, the company also works with industry experts, non-governmental organizations and industry associations worldwide to help ensure that its policies, technology, and privacy controls protect against industry-wide challenges around platform misuse.
To draw greater attention to the dangers of posting harmful content for entertainment purposes, TikTok is encouraging users to participate by shooting a video and follow the choreography while using the #thinkb4youdo sticker. Users are then encouraged to post their video along with the hashtag thinkb4youdo and set it to public, as well as share the video on other social media platforms and encourage their friends to join.
“While many turn to the platform to laugh, learn, and engage with their community, some users will inevitably post content that promotes harmful behavior such as amateur stunts or dangerous challenges. As such, we’re encouraging users to take a moment and think about the implications of posting such content, as well as follow our robust policies and tools in place to help stop these issues," Cheah Sheau Mei, user and content operations manager at TikTok Malaysia, said.
Separately, TikTok also recently launched a "Back to Business" ad credit programme comprising US$100 million in ad credits for small and mid-sized businesses globally to use on their journey to rebuilding the brand. Businesses in countries including Singapore, Malaysia, Indonesia and Thailand are eligible for the ad credit. The company recently withdrew from Hong Kong following the passing of a new security law and is currently mulling relocating its headquarters to London, in a bid to distance itself from its Chinese ownership, Channel NewsAsia reported. This comes as the company is under scrutiny in the US over data privacy issues.
Analysis: Will the geopolitical developments around TikTok curb its global takeover?
TikTok beefs up Indonesia team, hires Traveloka marketer Veriyanta Kusuma
TikTok eyes SMB industry, sets aside US$100m ad credits for rebuilding
Mydin's MD Ameer fronts TikTok account, sees 'vast potential' in producing more creative content
TikTok to quit Hong Kong over new security law