In 2020, the U.S. government demanded that China's ByteDance divest ownership of popular social media platform TikTok to another company. TikTok had grown by leaps and bounds over the years, with more than 50 million U.S. users by then. The platform mainly appealed to younger users who were drawn to its short-form media postings, including videos, photos, and music clips on topics ranging from comedies and cooking to dancing and sports. The government labeled TikTok a national security threat. In response, ByteDance filed a lawsuit alleging that the government's demand was motivated by protectionist policies to support reelection efforts and essentially constituted an "unconstitutional taking" of the company and its assets. The case has continued to simmer, with allegations that sensitive TikTok data could be accessed by officials in China. Following a renewed outcry, many countries are now demanding that data about their citizens must be stored only within their national borders. Which part of the marketing environment is having the greatest negative impact on TikTok: economic, political-legal, or cultural? How can companies proactively guard against such problems?