TikTok to Implement Amber Alerts - Missing Child Notifications

TikTok Integrates Amber Alerts for Real-Time Notifications

TikTok is collaborating with the National Center for Missing & Exploited Children (NCMEC) to deliver Amber Alerts directly to users’ For You feeds within the United States, as was announced by the company on Thursday.

How the New Feature Works

When an Amber Alert is initiated by law enforcement, and a user is located within the specified search area, the alert will be displayed in their For You feed. TikTok determines a user’s location for this purpose by utilizing their device’s IP address, according to a company spokesperson who spoke with TechCrunch.

These alerts will contain essential details consistent with standard Amber Alerts. This includes a photograph of the child, a descriptive summary, the last known location, and any other pertinent information that could assist in the search efforts.

Successful Pilot Program

The nationwide rollout of Amber Alerts on TikTok is following a successful pilot program conducted in Texas. During the period between August and December 2024, Amber Alerts on TikTok garnered over 20 million views. This also resulted in 2.5 million visits to the NCMEC website.

Supporting NCMEC’s Efforts

In addition to the alert system, TikTok is providing advertising credits to further amplify NCMEC’s messaging. This will focus on raising awareness regarding missing children and promoting youth safety information on the platform.

Why TikTok is a Valuable Platform

The introduction of in-app Amber Alerts by TikTok is a logical step. The platform’s extensive user base, particularly among teenagers, may be more attentive to these alerts compared to traditional notifications which are often disregarded.

Gavin Portnoy, Vice President of Communications & Brand at NCMEC, stated in a press release, “Every second is crucial when a child is missing.” He further emphasized that “By leveraging the extensive reach and rapid dissemination capabilities of a platform like TikTok, parents, caregivers, and communities across the nation can become strong supporters in the critical endeavor to find missing children.”

Other Social Networks and Amber Alerts

TikTok is not the sole social network to incorporate Amber Alerts. Facebook has been distributing Amber Alerts to its users since 2016, and Instagram followed suit in 2022.

This integration demonstrates a growing commitment among social media platforms to assist in locating missing children and enhancing public safety.