Federal government departments have green light to advertise on TikTok — despite security concerns

Federal government departments in Canada are still permitted to advertise on TikTok, despite increasing security concerns related to the platform.

Recently, the government ordered TikTok to shut down its Canadian offices, citing "national security risks." This is the latest in a series of warnings from Canadian officials regarding the app, which is owned by a Chinese company. In May, the Canadian Security Intelligence Service (CSIS) raised concerns that TikTok could jeopardize data security, and in February 2023, the Office of the Privacy Commissioner launched an investigation into TikTok’s privacy practices. That same month, Ottawa banned the app on government devices over privacy and security issues.

However, federal departments are still allowed to use TikTok for taxpayer-funded advertising campaigns, a policy that has raised questions among experts who feel it sends conflicting messages to Canadians about the app’s potential risks.

"[Ottawa's] suggesting that they’re going to keep using the platform, but you should be wary of using the platform," said Brett Caraway, a University of Toronto associate professor of media economics, describing the mixed message as contradictory.

David Shipley, CEO of a cybersecurity firm, shared a similar sentiment. "I think it’s ridiculous — pick a lane," he said, noting that if the government has security concerns about TikTok, it should avoid using the platform for business purposes.

After multiple inquiries since May, the government disclosed its TikTok advertising policy, stating that each department determines ad placement based on campaign objectives, budget, and target audiences. A Privy Council Office spokesperson confirmed that while there are no current TikTok ad campaigns or “immediate” plans, the government hasn’t ruled out future campaigns on the platform.

Government advertising on TikTok in 2024

Between January and March 2024, Public Safety Canada used TikTok to promote emergency preparedness, even though concerns about TikTok had been raised months earlier. During this period, the Communications Security Establishment (Canada's electronic spy agency) also ran ads educating Canadians on spotting online disinformation. "TikTok is one of the social media platforms where disinformation is found, so it was relevant and necessary to advertise on that platform," explained a spokesperson in May.

Health Canada, from January to March, also ran TikTok campaigns on topics like public health, mental health, and smoking cessation. "An important part of public health awareness campaigns is ensuring we reach the right audiences," said a Health Canada spokesperson, pointing out TikTok’s popularity with younger users.

In 2023, the government spent $1.1 million on TikTok advertising, comparable to the $1.2 million spent on Twitter (now X) and less than the $6.9 million allocated for Facebook and Instagram campaigns. Since the app was banned from government devices, external ad agencies have handled the government’s TikTok ad placements.

TikTok remains accessible to Canadians

Caraway noted that Ottawa's mixed messaging on TikTok ads mirrors its decision to close the platform’s Canadian offices while still allowing Canadians to use the app. Last week, Innovation Minister François-Philippe Champagne explained that the office closures followed a national security review and advice from security and intelligence experts. However, he said he couldn’t share further details.

Caraway acknowledged the need for confidentiality in national security matters but argued that more information is needed to help Canadians understand potential risks. "It seems to me if there's an adverse impact related to the platform, something nefarious is going on," he stated, suggesting that Canadians would benefit from insight into the security assessment.

Concerns surrounding TikTok

Like many social media apps, TikTok collects personal data and tracks user activity. However, TikTok has faced heightened scrutiny because its parent company, ByteDance, is headquartered in Beijing, where national laws allow the government to request user data.

In May, CSIS director David Vigneault indicated that it was “very clear” from the app’s design that user data “is available to the government of China.”

TikTok has countered these allegations, stating that it has never shared Canadian user data with the Chinese government and would refuse to do so if requested. Following Canada’s decision to close its offices, TikTok has announced plans to pursue legal action.

The Office of the Privacy Commissioner of Canada has prioritized its investigation into TikTok’s privacy practices and expects to publish its findings in the coming months.