How a TikTok feature is being used to spread fake news about Israel, Palestine for just $7

In the wake of recent Hamas attacks that claimed the lives of over 1,200 Israelis, social media has become a primary source for updates on the situation. TikTok, a leading social media platform, has come under scrutiny for featuring sponsored content linked to the Israel-Palestine conflict, some of which includes graphic imagery and biased information, as reported by Fortune.

TikTok users searching for terms like “Palestine” and “Israel” have encountered videos sponsored by individuals expressing their views on the conflict. These sponsored videos have, in some cases, included disturbing content and were promoted for a mere few dollars using TikTok’s “Promote” feature.

One such video by the user “eye.on.palestine” displays images of deceased children, explosions, and devastated cityscapes, accompanied by a caption calling for support for Palestine and its people. These videos have gained prominence in searches related to the conflict.

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For example, Joseph Peretz, a New York-based public transit operator, spent $7 to promote a video of himself praying for Israel. This video garnered 135,000 views when users searched for “Israel” on TikTok, a significant increase compared to his usual video views. Peretz explained that he aimed to spread the message of Jesus through advertising on TikTok.

Marketing expert Yu Yang Pei highlighted that TikTok’s “Promote” function allows users, even without credentials, to easily and inexpensively spread their perspectives on sensitive topics to a broad audience. By spending as little as $7, users can disseminate propaganda on highly divisive subjects.

TikTok, however, claimed that users cannot select specific keywords for their sponsored videos to appear in search results. The platform serves paid content according to its algorithm, adhering to community guidelines that prohibit violent, hateful, or misleading material. Notably, the term “Israel Palestine” was not considered a guideline violation.

Shortly after being informed about the planned article on sponsored content related to Israel-Palestine searches, TikTok removed sponsored content from searches for “Israel,” “Palestine,” and “Israel Palestine.”

The prevalence of sponsored content on TikTok regarding the Israel-Palestine conflict demonstrates the ease of spreading misleading information with a minimal budget, reminiscent of past incidents where social media was manipulated to influence public discourse. This phenomenon occurs as many people turn to social media platforms for information, given increasing scepticism towards traditional news outlets.

TikTok, like other social platforms, faces criticism for disseminating misinformation, graphic content, and divisive narratives on politically charged issues, particularly during times of conflict. As a result, EU industry chief Thierry Breton has called on the CEOs of TikTok and Meta to address disinformation and harmful content related to the Hamas-Israel conflict in compliance with EU laws. Simultaneously, grassroots movements are encouraging Jewish and Israeli individuals to delete social media accounts to avoid distressing and problematic content related to the conflict.