Youth bank BUUT is launching a social media campaign to warn parents and teenagers about TikTok Shop. According to ABN Amro, this sales pipeline amounts to a “seduction machine, especially for teenage brains.”
TikTok Shop allows users to directly purchase products promoted in videos without leaving the social media app. This makes online shopping very easy.
“You see something in your feed, click ‘Buy Now’ and pay immediately. After saving your address and payment details, your next purchase is just a few clicks away,” says Sanne van Kuijk, who is responsible for brand and marketing at BUUT. “While TikTok Shop is officially targeted at those over 18, this restriction is easily bypassed so younger teens can easily access it.”
dialogue
The bank will not take any direct measures against TikTok Shop, but does want to start a dialogue about its dangers in the Netherlands. Van Kuijk emphasized: “We don’t want to tell young people what they should or should not buy.” He further stated that there is no connection between BUUT and TikTok.
BUUT has been trying to position itself as a teen bank for some time through a special money box and parent app. TikTok Shop has only existed in the Netherlands since June, and data on the number of transactions is unclear. However, consumer associations have also raised criticism, not only about the ease of purchasing the product, but also about the product itself. These are often presented more beautifully on the platform than they actually are.
The ANP has asked TikTok for comment.
