showed that as of Wednesday, July 26, more than 1,000 ads from Chinese state media outlets like People’s Daily and CGTN have run on the platform since October 2022. They have been served to millions of users across Austria, Belgium, the Czech Republic, Germany, Greece, Hungary, Italy, Ireland, the Netherlands, Poland, and the United Kingdom. The ad library does not yet display data on ads presented to users in the United States, Canada, Australia, and other countries outside of Europe.
Much of the content advertised by China state media on TikTok focused on frequent talking points from its TV, radio and print outlets that tout China’s economy, technology and cultural heritage. References to Xinjiang, where the U.S.
Other ads appear to be more overtly political in topic and tone: one ad, shown in December, featured an academic criticizing U.S. and European resistance to the Chinese international development project the Belt & Road Initiative. Another ad featured a video from a vlogger who has accused Western media of lying about the Chinese government's human rights abuses. According to the ad library, it was running on TikTok as recently as last week.
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