Facebook paid Republican strategy firm to malign TikTok


Staff with the agency, Focused Victory, labored to undermine TikTok by way of a nationwide media and lobbying marketing campaign portraying the fast-growing app, owned by the Beijing-based firm ByteDance, as a hazard to American kids and society, in accordance with inner emails shared with The Washington Submit.

Focused Victory must “get the message out that whereas Meta is the present punching bag, TikTok is the true menace particularly as a overseas owned app that’s #1 in sharing information that younger teenagers are utilizing,” a director for the agency wrote in a February e-mail.

Marketing campaign operatives have been additionally inspired to make use of TikTok’s prominence as a approach to deflect from Meta’s personal privateness and antitrust considerations.

“Bonus level if we will match this right into a broader message that the present payments/proposals aren’t the place [state attorneys general] or members of Congress needs to be targeted,” a Focused Victory staffer wrote.

The emails, which haven’t been beforehand reported, present the extent to which Meta and its companions will use opposition-research ways on the Chinese language-owned, multibillion-dollar rival that has develop into probably the most downloaded apps on the planet, usually outranking even Meta’s well-liked Fb and Instagram apps. In an inner report final yr leaked by the whistleblower Frances Haugen, Fb researchers stated teenagers have been spending “2-3X extra time” on TikTok than Instagram, and that Fb’s reputation amongst younger folks had plummeted.

Focused Victory declined to answer questions concerning the marketing campaign, saying solely that it has represented Meta for a number of years and is “pleased with the work now we have achieved.”

In a single e-mail, a Focused Victory director requested for concepts on native political reporters who may function a “again channel” for anti-TikTok messages, saying the agency “would undoubtedly need it to be palms off.”

In different emails, Focused Victory urged companions to push tales to native media tying TikTok to harmful teen traits in an effort to indicate the app’s purported harms. “Any native examples of unhealthy TikTok traits/tales in your markets?” a Focused Victory staffer requested.

“Dream can be to get tales with headlines like ‘From dances to hazard: how TikTok has develop into essentially the most dangerous social media area for youths,’ ” the staffer wrote.

Meta spokesperson Andy Stone defended the marketing campaign by saying, “We imagine all platforms, together with TikTok, ought to face a degree of scrutiny according to their rising success.”

A TikTok spokesperson stated the corporate is “deeply involved” about “the stoking of native media stories on alleged traits that haven’t been discovered on the platform.”

Focused Victory labored to amplify damaging TikTok protection by way of a Google doc titled “Unhealthy TikTok Clips,” which was shared internally and included hyperlinks to doubtful native information tales citing TikTok because the origin of harmful teen traits. Native operatives working with the agency have been inspired to advertise these alleged TikTok traits in their very own markets to place stress on lawmakers to behave.

One development Focused Victory sought to reinforce by way of its work was the “devious licks” problem, which confirmed college students vandalizing college property. Via the “Unhealthy TikTok Clips” doc, the agency pushed tales concerning the “devious licks” problem in native media throughout Massachusetts, Michigan, Minnesota, Rhode Island and Washington, D.C.

That development led Sen. Richard Blumenthal (D-Conn.) to put in writing a letter in September calling on TikTok executives to testify in entrance of a Senate subcommittee, saying the app had been “repeatedly misused and abused to advertise habits and actions that encourage dangerous and damaging acts.” However in accordance with an investigation by Anna Foley on the podcast community Gimlet, rumors of the “devious licks” problem initially unfold on Fb, not TikTok.

In October, Focused Victory labored to unfold rumors of the “Slap a Instructor TikTok problem” in native information, touting a neighborhood information report on the alleged problem in Hawaii. In actuality, no such problem existed on TikTok. Once more, the rumor started on Facebook, in accordance with a collection of Fb posts first documented by Insider.

The agency labored to make use of each real considerations and unfounded anxieties to forged doubt concerning the well-liked app. One e-mail outlining current damaging TikTok tales combined affordable questions, largely about TikTok’s company possession and practices, with extra exaggerated tales about younger customers recording themselves behaving badly — the sorts of social media panics which have lengthy bedeviled huge social networks, together with Fb.

The company was working on the similar time to get “proactive protection” about Fb into native newspapers, radio segments and TV broadcasts, together with submitting letters and opinion items talking glowingly of Fb’s position in, for example, supporting Black-owned companies. These letters didn’t point out the Meta-funded agency’s involvement.

Focused Victory has contracted with dozens of public relations companies throughout the US to assist sway public opinion in opposition to TikTok. Along with planting native information tales, the agency has helped place op-eds focusing on TikTok across the nation, particularly in key congressional districts.

On March 12, a letter to the editor that Focused Victory officers helped orchestrate ran in the Denver Post. The letter, from a “involved” “new mum or dad,” claimed that TikTok was dangerous to kids’s psychological well being, raised considerations over its information privateness practices and stated that “many individuals even suspect China is intentionally amassing behavioral information on our youngsters.” The letter additionally issued assist for Colorado Legal professional Common Phil Weiser’s selection to affix a coalition of state attorneys general investigating TikTok’s impression on American youths, placing political stress on the corporate.

A really comparable letter to the editor, drafted by Focused Victory, ran that same day within the Des Moines Register. The piece linked to damaging tales about TikTok that Focused Victory had beforehand sought to amplify. The letter was signed by Mary McAdams, chair of the Ankeny Space Democrats. Focused Victory touted McAdams’ credentials in an e-mail on March 7.

“[McAdams’s] identify on this [letter to the editor] will carry a whole lot of weight with legislators and stakeholders,” a Focused Victory director wrote. The e-mail then inspired companions throughout different states to search for alternatives so as to add to the marketing campaign, “particularly in case your state AG abruptly joins on.”

The authors of the 2 letters didn’t reply to calls or emails requesting remark.

In an e-mail despatched final week to native contractors, Focused Victory requested every staff to “be ready to share the op-ed they’re engaged on proper now.” “Colorado and Iowa — Are you able to discuss concerning the TikTok Op-eds you each acquired?” a Focused Victory consultant requested.

The emails present how the agency has successfully promoted its anti-TikTok messaging with out revealing that it got here from a agency engaged on Meta’s behalf. Not one of the op-eds or letters to the editor have been printed with any indication that the Meta-funded group had been concerned.

Launched as a Republican digital consulting agency by Zac Moffatt, a digital director for Mitt Romney’s 2012 presidential marketing campaign, Focused Victory has routinely advised Fb officers through the years, together with throughout a high-profile congressional listening to after the 2016 election.

The Arlington, Va.-based agency advertises on its website that it brings “a right-of-center perspective to unravel advertising challenges” and might deploy subject groups “wherever within the nation inside 48 hours.”

The agency is among the largest recipients of Republican marketing campaign spending, incomes greater than $237 million in 2020, in accordance with data compiled by OpenSecrets. Its biggest payments got here from nationwide GOP congressional committees and America First Motion, a pro-Trump tremendous PAC.

In 2020, the agency said it was increasing its “disaster follow and company affairs choices” due to its purchasers’ rising want for “points administration and government positioning,” including that it might focus its efforts towards “genuine storytelling” with a “hyper-local method.”

A few of the emails focusing on TikTok have been despatched in February, shortly after Meta introduced that Fb had misplaced customers for the first time in its 18-year history. Meta chief government Mark Zuckerberg instructed traders then that TikTok was a significant impediment, saying, “Individuals have a whole lot of decisions for a way they need to spend their time, and apps like TikTok are rising in a short time.” The corporate has unveiled a TikTok clone, a short-video characteristic referred to as Reels, and promotes it closely in its Instagram app.

In a 2019 speech at Georgetown College, throughout which he invoked the Rev. Martin Luther King Jr. and championed Fb’s position in selling free speech, Zuckerberg criticized TikTok for stories it had banned dialogue of matters deemed subversive by the Chinese language authorities, saying, “Is that the Web that we wish?” (The Washington Post and the Guardian had beforehand highlighted these content-moderation guidelines. TikTok has stated these tips have been outdated and that its U.S. enterprise now operates underneath totally different guidelines than its Chinese language counterpart.)

However Zuckerberg has additionally pointed at TikTok to counter considerations that Fb holds a monopoly on social media. TikTok is the “fastest-growing app,” he stated in his opening remarks at a listening to of the Home antitrust subcommittee in 2020.

The anti-TikTok marketing campaign follows in a protracted line of Fb-funded advocacy teams working to spice up its standing within the public eye.

In 2018, Fb labored with Definers Public Affairs, one other Washington consulting agency based by Republican political veterans, to lash out at critics and different tech firms, together with Apple and Google, throughout the Cambridge Analytica scandal that sparked world outrage over Fb’s privateness guidelines. (The corporate stated it stopped working with Definers shortly after a New York Times report on the association.)

And in 2019, as the corporate confronted antitrust scrutiny over its gargantuan impression, Fb drove the creation of a political advocacy group, American Edge, designed to steer Washington lawmakers that Silicon Valley was vital to the U.S. financial system — and that overt regulation may weaken the nation’s competitiveness in a know-how race in opposition to China.

Meta outspends all however six of the nation’s largest firms and trade teams in federal lobbying, paying greater than $20 million final yr, in accordance with data compiled by OpenSecrets.



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Facebook paid Republican strategy firm to malign TikTok

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