TikTok, the popular social media platform, is facing scrutiny in Canada due to concerns of foreign interference and data privacy. While the app has been banned from government devices, it is still being embraced by the entertainment and sports industries. TikTok has served as the official voting platform for the Juno Awards and livestreamed the Osheaga music festival. It has also partnered with the Toronto Maple Leafs, with the app’s logo appearing on players’ helmets. Despite ongoing investigations and concerns, Canadian brands continue to partner with TikTok to boost their own popularity and engage with a wider audience. TikTok wants to be seen as a regular part of Canadian culture and is using these partnerships to deflect attention away from the concerns surrounding the app. While trust in TikTok remains low among Canadians, it has experienced significant growth and many users do not seem to be concerned about the app or its brand partnerships.
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