This past Sunday (19), TikTok went offline in the U.S., but the measure was quickly reversed by Donald Trump, who will assume the country’s presidency this Monday (20) and announced the suspension of the law banning the app. The recent restriction, which impacts over 170 million American users according to the company’s own data, highlights the growing complexity between politics, technology, and global advertising, notes Bruno Almeida, CEO of US Media, one of the leading media solutions hubs in Latin America. For Almeida, this context demonstrates increasing volatility in the digital market.
“The likely ban of TikTok in the United States is yet another reflection of the growing intersection between politics, technology, and global advertising,” says Almeida. “With the new configuration of the U.S. government and the expectation of regulations more aligned with the Trump administration, the digital landscape could become more volatile, especially regarding information security, the spread of fake news, and extremist discourse.”
The executive emphasizes that TikTok’s situation, similar to the challenges faced by X (formerly Twitter) in different countries, reiterates the importance of a diversified and resilient media strategy for brands and advertisers. “It’s not just about following trends, but ensuring resilience in a constantly evolving digital ecosystem,” he stresses.
Almeida also recalls the content moderation challenges faced by platforms like Meta, illustrating the pressures for social responsibility. “The digital landscape continues to present challenges for platforms, which need to balance growth and social responsibility,” he says, citing the 2020 #StopHateForProfit movement as an example of advertisers’ discomfort with moderation issues.
For the Brazilian and Latin American markets, US Media’s CEO reinforces the importance of prioritizing partnerships that offer security, innovation, and adaptability to new regulations. “Success in digital advertising is directly linked to the ability to navigate different platforms, exploring opportunities and minimizing risks,” concludes Almeida. US Media, he says, is committed to offering solutions that allow its clients to reach their audiences efficiently and safely, keeping up with market changes.
