New controversy for Mark Zuckerberg. Meta (ex-Facebook) hired a lobbying firm to launch a smear campaign against TikTok, its most threatening competitor in the social media space, according to information from Washington Post partially confirmed by stakeholders. Requested by AFP, the signature, led victory, who regularly collaborates with organizations linked to the Republican Party, confirmed that he worked for Meta and did not deny that he gave negative information on TikTok. In the crosshairs of elected Americans, Meta appears to have sought to draw attention to his competitor.
According to Washington Post, the recent campaign consisted in particular of forum posts highlighting the abuses observed on the platform and the harm they could cause to its young users. The firm also allegedly convinced parents to sign letters raising the same concerns and then mailed them to readers of various regional newspapers, some of which published them.
Targeted Victory also alerted local elected officials and regional press journalists to moves broadcast on TikTok encouraging students to vandalize their school grounds (“devious licks”) or hit their teachers (“punch your master challenge”). However, it turns out that the movement that invited young users to attack their teachers did not start on TikTok, but on Facebook, according to a survey conducted by the “Reply All” podcast, having not found the researcher, by the way, none . trail of videos on this topic on TikTok.
“We are deeply concerned about pressuring local media to report on trends that are not on the platform, which could cause very real harm,” a TikTok spokeswoman said.
The platforms must all be under “surveillance”, defends Meta
“We believe that all platforms, including TikTok, should be subject to adequate monitoring of their success,” he estimated, for his part, in a reaction sent to AFP, Facebook, which has not confirmed or denied the information of the Washington Post. “It is common knowledge that we have worked with Meta for years and we are proud of the work we have done for them,” Zac Moffatt, CEO of Targeted Victory, which is part of the communications and marketing group, told AFP. Stagwell group.
In a series of tweets, Zac Moffatt claimed that the article in the Washington Post “It distorts the work we do.” The executive also maintained that the letters sent to the newspapers were well written by the people who signed them, although he did not dispute the fact that Targeted Victory had been involved in their preparation. Contacted by AFP, the people mentioned did not respond.