What would a TikTok ban mean for the food world?

FoodTok is where everyone gets recipes now — what would a TikTok ban mean? [View on web]( [Protesters holding signs opposing the TikTok ban in front of the White House]( TikTok is among the top ways to launch a food career today. A ban would have huge ramifications on both creators and those who use the app to find new recipes. | [Anna Moneymaker](/Getty The House passed legislation on Wednesday, March 13, that could lead to a ban on TikTok in the United States if the app’s owner, the Chinese company ByteDance, doesn’t sell its stake in the app within six months, [according to the Associated Press](. American legislators argue that the app is a national security threat since, [as the AP explains](, “ByteDance is beholden to the Chinese government, which could demand access to the data of TikTok’s consumers in the U.S. any time it wants.” (This kind of tracking [has precedent](.) A TikTok ban — should it pass — would have huge ramifications for the food world, given that TikTok has surpassed Instagram and traditional food publications as the way to launch a food career today. Because of its algorithm, the app offers budding food creators the possibility of “[explosive growth](” and has, as a result, reshaped [the landscape of food stardom](, [the cookbook world](, and [even the grocery store](. The hashtag [#FoodTok]( accounts for at least 2.6 million posts, and the app has become the de facto way many people encounter new recipes. What would a ban mean for the food world? It’s not the first time this question has come up. In May 2023, the state of Montana [passed legislation]( banning TikTok in the state, though it was [blocked by a federal judge]( in November who cited that it violated free speech. At the time of the bill’s passing, Montana-based food creator [Spencre McGowan](, known on TikTok for her [cottagecore cooking videos](, [told NBC News]( that the app provided her with essential income, thanks to brand sponsorships on her social content. Food creators [told Bon Appétit]( that because of TikTok’s faster growth compared to other platforms, their earning potential on the app is higher. The app has become a “lifeline,” one creator [told NPR]( on the heels of the current national legislation. Beyond finances, however, Bon Appétit’s Sam Stone noted that any potential TikTok ban would especially harm new and budding cooks, recipe developers, and food creators as the app, despite its problems and annoyances, has “already helped remove many of the gatekeeping and other hurdles that amateur chefs may face taking a more traditional path in the food world.” Essentially, creators who have pre-established followings on other platforms or have the backing of traditional media or publishing would be slightly insulated from the loss of the short-form video platform by virtue of their other avenues for recipe and content distribution. Of course, restaurants, however begrudgingly, also [rely on TikTok more and more]( for business. The app has proven to be a [hugely powerful marketing tool]( with a sense of populism, which is especially compelling for restaurants who might not have the resources for a flashy PR firm. There’s a general sense that TikTok can [save a struggling restaurant]( from going under — [and it has](. When restaurants are desperate to stay in business, the app can be the one thing keeping the lights on. The app has also revitalized interest in older restaurants: Despite having been open for five years, New York City’s Golden Diner, for example, has recently [seen a huge surge of new customers](, leading to hours-long waits. The current legislation passed in the House by an overwhelming majority with a vote of 352-65. Its future in the Senate remains unclear. But if there’s any immediate takeaway for food creators and other food businesses that rely on TikTok, it’s this: Relying on any single app for your livelihood is a risky choice, especially when all of them are subject to huge forces outside their control. Diversification is the name of the game. If you like this email, please forward it to a friend. If you aren't signed up for this newsletter, you can [do so right here](. — Bettina Makalintal, senior reporter  [Learn more about RevenueStripe...]( [Facebook]( [Twitter]( [Instagram]( This email was sent to {EMAIL}. Manage your [email preferences]( or [unsubscribe](param=today). View our [Privacy Notice]( and our [Terms of Service](. Vox Media, 1201 Connecticut Ave. NW, Floor 11, Washington, DC 20036. Copyright © 2024. All rights reserved.