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While TikTok may offer an environment to speak to a hard-to-reach audience from an advertising perspective, brand safety is an issue where TikTok has not yet applied all technology safeguards possible to protect advertisers, UM wrote in March 2021.

But last July, UM reversed its recommendation, saying TikTok had started working with technology company Integral Ad Science (IAS), which analyses a pool of curated videos and sends safe videos back to TikTok to add to an advertising campaign before it is launched.

Trialling in-feed ads for graduate hiring campaigns or Defence Force Recruiting would be a good place to start, UM said.

It is recommended to trial TikTok on a suitable campaign of this nature before considering broader application, UMs revised appraisal said.

But TikTok was ultimately deemed inappropriate for Defence Force recruiting.

Defence does not currently advertise on TikTok, a spokeswoman said. Defence will not use TikTok as an advertising medium as part of the 2023-24 Defence Force recruiting media strategy.

Earlier this year, UM proposed two pilot TikTok campaigns for the Australian Taxation Office, one about superannuation and the other about graduate recruitment. They were approved by the Department of Finance but also did not proceed.

An ATO spokeswoman confirmed the tax office ran a superannuation education campaign for a month until April 16, but had used previously successful channels.

UM also proposed pilot TikTok campaigns for the upcoming Voice referendum, which had not yet been approved by the Australian Electoral Commission (AEC).

An AEC spokesman said the body had not used TikTok in any advertising campaign to date.

We are aware of broader government considerations regarding the use of TikTok as a channel and this will be a key factor in a final decision regarding AEC advertising, he said.

One trial that was approved was for Australian Eggs, which finished on March 31. Australian Eggs promotes eggs and is funded by statutory levies and the Australian government for research and development.

Australian Eggs managing director Rowan McMonnies said the organisation differed from government agencies that hold sensitive information. Australian Eggs doesnt hold any national security information, so the relevant risk doesnt arise, he said.

The government hasnt banned TikTok and millions of Australians continue to use it. If it became apparent that TikTok could adversely impact the reputation of Australian Eggs or Australian Egg farmers then we would immediately reconsider using it as a media platform.

The organisations campaign on TikTok was a success, he added.

A TikTok spokeswoman confirmed the social media platform had worked alongside health departments and the AEC in the past.

A wide range of brands and advertisers, both big and small, find great success working with TikTok and connecting with our millions of users, she said.

This includes successful information campaigns run in collaboration with Health Departments regarding COVID-19 and the Australian Electoral Commission around elections. We look forward to working with government entities in the future to help them reach new audiences.

The Department of Finance told the Financial Review TikTok may be trialled for campaigns where deemed suitable.

In April, Attorney-General Mark Dreyfus issued a directive banning TikTok on government-issued devices based on advice from intelligence and security agencies.

However, the directive included caveats for legitimate business reasons to have the app, including: where an entity must use the application to reach key audiences to undertake marketing or public relations activity on behalf of the entity.

James Paterson, the newly appointed opposition spokesman for Home Affairs and Cyber Security, called for a consistent approach across government agencies and departments.

UM told the Financial Review it regularly reviews and updates its advice to government on a range of media and social media platforms.

Over time, UM has communicated the improvements to brand safety made by TikTok most notably integration with Integral Ad Science to pre-vet video content and advised government the platform should be considered for trial for any campaigns deemed suitable, it said.

Given how rapidly the media landscape changes and the prevalence for new and unforeseen brand safety issues to arise, UMs advice to all advertisers is constantly under review.

Excerpt from:
TikTok given government advertising green light despite device ban - The Australian Financial Review