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TikTok is the latest tech platform to be put under the microscope over concerns about its impacts on children's mental health.

Was Tiktok providing the data from millions of Americans to the Chinese government? Is banning Tiktok a viable solution? How would other countries react to this intervention?

A\xa0better way to address the concerns of data security would be for the United States and others to create a\xa0set of international rules to govern data protection, which would foster a\xa0safe, fair, and stable environment for both businesses and consumers.

Data security is not just a\xa0concern of the United States. Many others, including the European Union, are just as concerned. Instead of taking unilateral actions against companies and creating instability in the market, governments should agree on a\xa0set of international rules and find a\xa0forum for adjudicating potential violations. A\xa0possible platform is the e\u2011commerce negotiations at the World Trade Organization. While major economic powers like the United States, European Union, and China are still at odds on what issues should go into the agreement and what the rules should be, the fate of TikTok should serve as a\xa0reminder that without a\xa0set of common international rules governing data, we will face a\xa0fragmented world, rife with uncertainty, that hurts both companies and consumers.

One common question I get from business owners is what about TikTok? Should I market on this social media app?

First of all, I inform business owners of the legitimate concerns about TikTok. Secondly, as with any social media strategy, every business does not need a presence of each social media app. As a consequence, thirdly, you need to consider your business and are your current clients or potential clients inhabiting the space?

These considerations should guide your strategy. If your business centers around the people who use the app then it is worth a serious look, if not, for many businesses, I would pass on the app. There are issues that outweigh its advantages.

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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