I nearly jumped off my sofa when I read this article on Friday night.
On Saturday morning, I woke up early and penned this blog post. The TikTok clock has just started ticking for the government and public sector. The clock I am referring to is the stopped clock!
For years, the answer to the TikTok question in government and public sector circles was a firm no. From the app’s early days, national cybersecurity bodies raised red flags, most notably due to concerns around data privacy and the possibility of data being accessed in China via its parent company, ByteDance. In Ireland, the National Cyber Security Centre circulated guidance to government departments and public sector agencies advising against TikTok’s use.
TikTok’s position May 2024
And yet, quietly, some comms teams did use TikTok with caution. I know this because I spoke directly to TikTok in an in-person meeting in May 2024, and they confirmed there was a kind of unofficial dispensation for marketing and communications professionals working in public bodies.
The logic? TikTok’s reach, particularly with under-35s, was too important to ignore. Some agencies adopted a workaround: creating single-use devices with nothing but TikTok installed to avoid any risk of data leakage.
But even last week, during sessions with UK agencies and EU institutions, the same question kept coming up: Can we use TikTok now? What’s your advice?
Today, my advice has changed.
With Project Clover now reportedly completed, that answer may finally be yes. It has been confirmed by the NCC that TikTok’s data policy is compliant with EU policy. Read more here.
TikTok has announced that the personal data of EU users is now being stored locally at centres in Ireland and Norway with a third site in Denmark set to come online. They’ve partnered with European security firm NCC Group to independently audit data controls, monitor data flows, and ensure compliance with EU data protection rules. It’s a big move, and it signals serious intent from TikTok to meet the bar set by European regulators.
So, where does that leave public sector communicators?
If you’ve been watching TikTok from the sidelines, waiting for the all-clear, it might be time to step forward. Not recklessly. Not without policy. But confidently. TikTok is no longer the new kid on the block; it’s a mainstream digital platform shaping how younger audiences consume news, learn about civic issues, and interact with public life.
If you’re working in government or public sector comms, here’s what I recommend:
- Review your organisation’s social media policy in light of Project Clover’s developments.
- Talk to your IT team about your intention to use TikTok. Start the ball rolling. I have reached out to the Irish cyber security centre to see if their advice has changed.
- Upskill your team in short-form video storytelling. TikTok has its own language. Learn it.
- Engage; don’t just broadcast. The TikTok community values creativity and authenticity. Start there.
Because my goodness, the opportunity has been sitting there for years. And now, the door might just be open.
Let’s walk through it together. Book a call in my calendar and let’s talk about your TikTok strategy.
About the Author
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
