TikTok, the popular social media platform, is taking significant steps to enhance transparency and empower researchers in Europe.
The company has announced the expansion of its Research API access to Europe and the introduction of new transparency tools for commercial content. The Research API was initially launched in the United States, allowing academic researchers to explore and study the platform's content.
After receiving more than 60 applications from US non-profit academic researchers covering topics like consumer trends, misinformation, and mental health, TikTok is now opening access to the Research API for non-profit academic researchers in Europe.
This expansion aims to foster independent research and transparency into TikTok's content on a global scale.
In this photo illustration, a TikTok logo is displayed on an iPhone on February 28, 2023 in London, England. This week, the US government and European Union's parliament have announced bans on installing the popular social media app on staff devices.
TikTok Lab Access and Commercial Content Library
To accommodate the growing demand for collaboration among researchers, TikTok is introducing Lab Access. This feature allows up to 10 researchers to work together on a shared research project, promoting interdisciplinary collaboration and diverse perspectives.
An online web form will be introduced to streamline the application process, ensuring researchers can apply more seamlessly. In addition to the Research API, TikTok is launching the Commercial Content Library, which provides transparency regarding paid advertising and other commercial content on the platform.
The searchable database includes detailed information about paid ads, such as creative content, ad run dates, and targeting parameters like age and gender. It also encompasses commercial content tagged with paid partnership or promotional labels, promoting brands, products, or services but not classified as paid ads.
In its efforts to improve transparency, TikTok conducted trials of the early version of the Commercial Content Library, collaborating with researchers and civil society to gather essential feedback.
Considering this feedback, TikTok enhanced the library's functionality, allowing precise searches and incorporating additional targeting parameters to improve data quality.
TikTok Commercial Content API
TikTok further supports researchers by granting access to the Commercial Content API, subject to a thorough review process to safeguard against data misuse by malicious entities.
While the Commercial Content Library is accessible to all users, the Commercial Content API currently offers data access exclusively from Europe. Nevertheless, TikTok has plans to expand the availability of advertising data from other countries, contributing to a more comprehensive and diverse research landscape.
"We value feedback on where we can improve both APIs. We'll continue to respond with updates to better support independent research and transparency into TikTok," the social media platform wrote in a blog post.
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