TikTok bolsters fight against misinformation in India

From India-specific campaigns to in-app features, the video-sharing platform is on a ‘safety first’ mode

e4m by exchange4media Staff
Updated: May 13, 2020 10:46 AM  | 2 min read

With the stay-at-home traffic at an all-time high during the lockdown, content comes with its share of misinformation too. Clocking 200 million users, TikTok is actively working on content moderation, data privacy and security policies in the Indian market. From India specific campaigns to in-app features, TikTok is on a ‘safety first’ mode. 

“During such exceptional situations of COVID-19, the industry fights against misinformation and inappropriate content. We are using a combination of policy, process, partnerships with fact-checkers, several in-app initiatives and public service announcements to raise user awareness on the issue,” said Nikhil Gandhi, India Head – TikTok.

Last year, the brand launched a campaign called #WaitASecToReflect to encourage users to think before they post online and be responsible netizens. Their recent campaign #MatKarForward, produced by Anurag Basu and starring Virat Kohli, Ayushmann Khurrana, Kriti Sanon and Sara Ali Khan is targeted to raise awareness on content creation and spread of misinformation online.

To ensure product safety, the social media giant has built a host of in-app features such as digital wellbeing, device management, comments filter and a safety centre, which enable users to take complete control over their accounts to manage and decide who can engage with their content.

“In the recent past, we have heightened our moderation efforts by monitoring and systematically removing content from our platform that violates our Community Guidelines. For example, in India, we have removed thousands of such videos, including content that could cause imminent harm to public health and safety. Moreover, our enhanced in-app reporting feature - 'Misleading Information' category, allows our users to proactively flag content, relevant especially during times of COVID-19,” said Gandhi.

According to Gandhi, transparency is the foundation of the brand’s next-generation security programmes underway at TikTok. "Our Cyber Defense, Security Assurance and Data Protection programmes will be at the forefront at our new Transparency Center that we recently announced,” he said.  

TikTok in India, as Gandhi said, has made a steadfast commitment to a robust presence in the country, including economic investments and creating jobs, as they continue to recruit even in the times of the pandemic. “In the last couple of years, our team has grown to over 1,000 employees across eight offices. The team comprises key leadership and senior hires, representing an integral part of the digital ecosystem who are committed to providing a rich app experience for our users and creators,” he said.


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