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Should TikTok be banned in Canada? Based on the order that came down back in November 2024 to shutdown its Canadian operations, Industry Minister Mélanie Joly would agree it should.
However, Shou Chew, CEO of TikTok, has reached out to the Industry Minister based on his suggestion that the order was made under different circumstances, when it looked like the United States was going to ban TikTok.
The order from the Canadian government was surprising, catching many off guard, but it has not fully stopped the Canadian team as they hosted their TikTok World Canada 2025 (formerly TikTok Canada's #ForYou Summit) back in June.
TikTok has played a key role in many of the campaigns we have covered on Profectio and PR In Canada, executed by agencies and brands across the country. We can't help but wonder, if TikTok was no longer to operate at all in Canada, what would the impact be - to agencies? to brands?
TikTok has played a key role in many of the campaigns we have covered on Profectio and PR In Canada, executed by agencies and brands across the country. We can't help but wonder: if TikTok were to cease operations entirely in Canada, what would the impact be on agencies and brands?
What is at stake for TikTok?
Over 14 million Canadians currently use the app, and activity on the platform supported a total of $2.3 billion GDP (Gross Domestic Product). From a media buying point of view it is a frequent go-to source for brands looking to target the audiences found on TikTok.
If TikTok is no longer allowed to operate its Canadian business, several significant consequences and impacts are identified in the sources:
- Job Losses: TikTok has stated that without intervention, it would soon have to fire more than 350 employees in Canada.
- Loss of Direct Investment: The company would also stop its direct investment in Canada.
- Reduced Support for Canadian Creators and Culture: TikTok would cut support for Canadian creators and culture. For example, TikTok has already pulled out as a sponsor of several Canadian arts institutions, including the Juno Awards and the Toronto International Film Festival.
- Loss of Local Presence and Accountability: If the shutdown order proceeds, TikTok would "no longer have a presence or representatives within Canada’s jurisdiction". This means there would be no local team accountable to Canadian policy-makers and authorities, and no local team to engage with regulators, train Canadian law enforcement on lawful access requests, or work with Elections Canada during federal elections.
- Canada as an Outlier: TikTok's CEO, Shou Chew, argued that proceeding with the November directive would make Canada an outlier among its allies, including other countries that are part of the Five Eyes intelligence-sharing alliance.
- Availability of the App: It's important to note that while TikTok's Canadian operations are ordered to wind down, the app itself will continue to be available to Canadians. Chew stated the shutdown order would leave TikTok available to its 14 million users in Canada.
- Legal Challenge: TikTok is challenging the shutdown order in Federal Court, arguing that the government ordered "measures that bear no rational connection to the national security risks it identifies". The company maintains that no evidence has been presented to show TikTok is a security threat to Canada and that the government has not been interested in discussing solutions, such as enhanced data security protocols or additional transparency and oversight measures.
- Impact to Brands: A direct impact on some Canadian arts institutions due to TikTok pulling out as a sponsor of events like the Juno Awards and the Toronto International Film Festival. Beyond sponsorships, the cessation of direct investment in Canada and the cutting of support for Canadian creators and culture could indirectly affect brands that collaborate with creators or rely on the cultural ecosystem fostered by TikTok's local presence. The lack of a "local team who is accountable to Canadian policy-makers and authorities" could also imply less local support or engagement mechanisms for brands operating on the platform, although this is not explicitly detailed in the sources.
- Impact to Media Buyers: A frequent go-to source will disappear from media plans
To learn more about TikTok click the link.
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