In the wake of a major legal move against TikTok, a sales manager at a bustling advertising agency drew an intriguing comparison. As 12 US states launched lawsuits accusing the social media platform of endangering the mental health of young users, the manager, Jason, reflected on how TikTok’s approach mirrored classic marketing strategies from the era of mass consumption.
The lawsuits, filed by Attorney Generals from states including California, Kentucky, and Massachusetts, focused on TikTok’s allegedly harmful practices—its addictive notifications, autoplay features, and the collection of data from users under 13 without parental consent. To Jason, none of this seemed new. Instead, he saw parallels with old-school marketing techniques that had long driven consumer behavior. “If you think about it,” Jason mused over coffee with a colleague, “the way TikTok keeps users hooked is just an evolved form of the tactics we’ve always seen from profit-seeking businesses.”
He pointed to how TV and radio once thrived on 24/7 availability, using constant content and targeted advertising to keep consumers engaged. The addictive nature of TikTok’s platform, he argued, was no different than what had been employed by countless industries—whether it was fast food, soft drinks, or tech gadgets. What seemed to be working in TikTok’s favor, though, was its algorithm, which relentlessly personalized content to individual users, keeping them locked in a cycle of engagement. “It’s not just about advertising anymore,” he noted. “They’ve mastered the art of making the product itself impossible to leave.”
Still, Jason acknowledged that TikTok’s influence on minors brought a whole new layer of complexity. He admitted that while TikTok was deploying classic marketing techniques, the digital age had transformed them into something far more pervasive. “When you combine their data collection and reach into the lives of young kids, it does start to feel like we’re stepping into dangerous territory,” he concluded.
Despite these reflections, TikTok strongly denied the accusations in the lawsuits, with a spokesperson calling the claims inaccurate and misleading. Meanwhile, the legal battle seemed poised to test not only TikTok’s future, but the evolving role of marketing strategies in the digital era.
All names of people and organizations appearing in this story are pseudonyms.
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