Civics: the politics of privacy and social network battles

Taylor Lorenz and Drew Harwell

The emails, which have not been previously reported, show the extent to which Meta and its partners will use opposition-research tactics on the Chinese-owned, multibillion-dollar rival that has become one of the most downloaded apps in the world, often outranking even Meta’s popular Facebook and Instagram apps. In an internal report last year leaked by the whistleblower Frances Haugen, Facebook researchers said teens were spending “2-3X more time” on TikTok than Instagram, and that Facebook’s popularity among young people had plummeted.

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Targeted Victory declined to respond to questions about the campaign, saying only that it has represented Meta for several years and is “proud of the work we have done.”

In one email, a Targeted Victory director asked for ideas on local political reporters who could serve as a “back channel” for anti-TikTok messages, saying the firm “would definitely want it to be hands off.”

In other emails, Targeted Victory urged partners to push stories to local media tying TikTok to dangerous teen trends in an effort to show the app’s purported harms. “Any local examples of bad TikTok trends/stories in your markets?” a Targeted Victory staffer asked.

“Dream would be to get stories with headlines like ‘From dances to danger: how TikTok has become the most harmful social media space for kids,’ ” the staffer wrote.