As a digital marketer, I’ve seen firsthand how platforms like TikTok have revolutionized the way brands engage with audiences. The recent ban on TikTok in the United States — which has turned out to be temporary — sent shock waves through the industry, leaving 170 million American users and countless businesses scrambling to adapt. The US government’s proposal to either force a sale to a non-Chinese owner or shut down TikTok entirely raises important questions about free expression, economic opportunity and the politicization of technology.

On the surface, the ban was driven by “concerns” over TikTok’s Chinese ownership and the potential for “data misuse” by the Chinese government. The Protecting Americans From Foreign Adversary Controlled Applications Act, passed by the House of Representatives in March and the Senate in April, and signed into law in April by then-US president Joe Biden, justified the ban under national security grounds. However, the evidence supporting these fears remains conspicuously thin. The US government has yet to present concrete proof that China has manipulated TikTok’s algorithm or harvested sensitive user data for certain purposes. In fact, the move against TikTok seems less about cybersecurity and more about control — control over digital spaces, narratives and, ultimately, market dominance.

From a business perspective, the ban disrupts more than just casual entertainment; it upends an entire ecosystem of creators, advertisers and entrepreneurs. TikTok has been a game changer, providing businesses — especially small ones—with a powerful tool to reach niche audiences in a way that traditional media never could. For many brands, TikTok wasn’t just an add-on; it was the centerpiece of their marketing strategy, driving customer engagement and revenue growth.

The political tug-of-war surrounding the ban has only added to the confusion. The Biden administration initially backed the legislation, but now, with President Donald Trump back in office, the narrative is shifting once again. Trump, who previously pushed for TikTok’s ban, now seems to be reconsidering his stance, offering a 75-day reprieve to explore alternative solutions. This flip-flopping suggests that the issue has become more about political optics than genuine security concerns.

One unintended consequence of the ban has been the migration of users to alternative platforms, such as China’s RedNote (Xiaohongshu). Reports suggest that over 700,000 American users have joined RedNote since Sunday, engaging in cultural exchanges ranging from fashion and travel to business and education. Ironically, by attempting to “restrict foreign influence”, the ban has driven users toward deeper cross-border interactions — proof that people will always find ways to connect in the digital age.

Ultimately, the TikTok ban is about much more than a single app; it’s about how we balance security with economic openness, regulation with innovation, and national interests with global connectivity. As marketers and consumers, we should advocate for policies that empower rather than restrict, fostering a digital environment that thrives on competition, creativity and collaboration

Beyond the economic impact, the TikTok ban sets a dangerous precedent. If one platform can be shut down on the grounds of national security without clear evidence, what’s next? Could other popular apps — whether they originate from Europe, Asia, or elsewhere — face similar action? The erosion of platform neutrality could fragment the internet and stifle innovation, forcing companies to reconsider their global expansion strategies.

Moreover, the decision contradicts the US’ longstanding advocacy for free speech and an open internet. The US has often championed itself as a beacon of freedom — including digital freedom — yet banning a platform that thrives on creativity and self-expression sends a contradictory message. In an era where digital engagement is central to social and economic progress, policymakers should be focusing on smart regulation — transparency requirements, data protection measures and accountability frameworks — rather than outright bans.

As digital marketers, we understand that data privacy is a legitimate concern. However, the answer isn’t blanket prohibition; it’s developing robust regulatory frameworks that apply equally to all platforms, regardless of origin. By doing so, governments can address security risks without compromising economic and other freedoms and consumer choice.

Small businesses, in particular, will be hit hard by the ban. Many entrepreneurs rely on TikTok’s algorithm-driven exposure to grow their brands, reaching audiences far beyond what traditional advertising channels could achieve. The removal of this platform will deprive them of a critical tool, highlighting the broader economic consequences of such a ban. Influencers, too, will lose a vital income stream, forcing them to rebuild their presence elsewhere with no guarantee of success.

Public sentiment regarding the ban has been mixed, with younger generations expressing frustration over what they see as government overreach. Many argue that users should have the right to decide which platforms they trust and engage with, rather than having those choices dictated by policymakers. Online petitions and social media campaigns calling for the reversal of the ban continue to gain traction, illustrating the deep connection people have with the app.

The fate of TikTok in the US now rests in the hands of political leaders. With Trump’s return to the White House, there is now hope that he could find a solution to keep the platform operational under certain arrangements. Whether such a move materializes or not, the episode serves as a cautionary tale of how political agendas can disrupt digital ecosystems and impact millions of users overnight.

As the dust settles, one thing remains clear: The demand for open dialogue, exchange and collaboration transcends political boundaries. Whether on TikTok, RedNote or any other platform, users will continue to find ways to connect and share their experiences. Policymakers should take heed of this reality and strive for solutions that prioritize the interests of the people they claim to serve, rather than succumbing to fear-driven policies.

Ultimately, the TikTok ban is about much more than a single app; it’s about how we balance security with economic openness, regulation with innovation, and national interests with global connectivity. As marketers and consumers, we should advocate for policies that empower rather than restrict, fostering a digital environment that thrives on competition, creativity and collaboration.

The author is chairman of the Asia MarTech Society and sits on the advisory boards of several professional organizations, including two universities.

The views do not necessarily reflect those of China Daily.