The fusion of politics and social media continues to reshape the global digital landscape. TikTok remains at the centre of this conversation as the U.S. government, under President Trump, has moved forward with a newly signed executive order to establish what he calls “a highly sophisticated U.S. version of the app.” The platform’s ownership is set to transition to a U.S.-led consortium, fronted by Oracle — marking a significant shift in governance and potentially in the platform’s creative and commercial direction.

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A Cautionary Reminder for Advertisers

We’ve seen before how ownership changes can alter advertiser confidence — most notably with X (formerly Twitter), where leadership shifts prompted concerns around brand safety and moderation. Despite efforts from X’s commercial teams to rebuild relationships, the platform continues to face challenges in regaining advertiser trust. Advertisers may therefore be cautious as TikTok’s U.S. operations evolve. President Trump’s recent comments — including, “If I could make it 100 percent MAGA I would” — have raised concerns about political influence on the platform’s neutrality, despite subsequent assurances of fair treatment for all users. Perceived political bias, whether real or not, can directly impact both user sentiment and brand suitability.

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The UK Perspective

Meanwhile, here in the UK, brands and agencies continue to leverage TikTok’s powerful blend of video, search, and eCommerce capabilities — driving both awareness and performance. Its creative formats and targeting precision remain unmatched across the social ecosystem, and its role in shaping trends, culture, and commerce shows no sign of slowing down.

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What Comes Next

While it’s too early to predict how this U.S. transition will unfold, its ripple effects will be felt across the global digital marketing landscape. Questions around data sovereignty, creative freedom, and advertiser confidence will likely define TikTok’s next phase.

For now, all eyes are on how this new chapter for TikTok shapes the future of social commerce, creativity, and advertiser trust.