Since the first death entailing the internet in 1996, and also the very first suicide involving the net in 1997, the word "suicide" is despised through many.

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But still, the somehow controlled to lure a the majority of viewers.

The world can quiet remember a 12-year-old girl who broadcasted her fatality on society media. Then there to be an Italian woman that committed suicide after she sex tapes became memes.

Then there was Logan Paul"s suicide video controversies, the catastrophic murder instance by the "Snapchat Queen", among many others.

Many platforms room continuously handling the term "suicide" and people acquisition their own lives. Plenty of failed to police their platforms appropriately that the footage slipped through and also viewed by many.

This time, it"s TikTok"s turn.

Related: India Bans TikTok since The communication Turns human being Into Murderers


TikTok internal document detailing João"s suicide case. (Credit: The Intercept)

João to be 19-years old and living in Curitiba, the capital of the state the Paraná in southern Brazil.

In the afternoon, he take it his own life after formerly issuing a warning come his fans that he had actually been plan on a special performance. ~ the video clip where he eliminated himself to be watched by at least 250 people, the footage easily went viral. That received numerous comments and some complaints.

But what made this instance different is that, that took tik a while to attend to it, not only due to the fact that it failure to do so, but also because that was liven preparing for a PR strategy to resolve this case.

The video remained top top the communication for an ext than one hour and a half, simply showing João’s body.

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Officials at TikTok, which has seen a meteoric rise among a sea of phone call apps, just became conscious of the suicide about two hrs later. It to be after that that TikTok’s Brazil office started to take actions to minimize the impact any potential story would have in the press.

The public relationships strategy is supposed to ensure that what had arisen would never ever made headlines.

In the statement, it want to take it no duty for failures of moderation that left the video online for more than an hour.

TikTok didn"t call the authorities, and instead reached for the boy"s family, likewise to avoid tarnishing the reputation.

In total, the company wasted roughly three hours after knowing around the suicide, prior to reaching out to the police.

Officials inside tiktok issued inner orders come ensure that the story did no go “viral” and also said its neighborhood office need to monitor TikTok and also other society media communication to view if the story surfaced publicly.


TikTok to be busy producing some PR responses, and also not automatically alerting the authorities around João"s suicide. (Credit: The Intercept)

Suicide is the second-largest cause of death amongst people between the periods of 15 and also 24, and also in Brazil, the number of young human being who dice by suicide is increasing. Society media communication are just the tool that expose the horrific minute for the general public to see.

In 2018, tik was downloaded much more than 18 million time in Brazil. This makes the country the sixth-largest market in the civilization for the app.

João is not the very first person come have presented their own death on TikTok. However, his case was the very first that live streamed the on the app.

Social networks favor Facebook and Twitter have actually strategies in ar to deal with sensitive contents, including suicide cases. While online companies have actually no legal obligation to address offensive or troubling content, the two are already partnering with institutions specializing in self-destruction prevention like the nationwide Suicide prevention Lifeline, and use extensive an equipment learning an innovation to finding such materials from appearing, or staying clear of them from being perceived or spread.

These platforms also have teams that focus on streamlining contact and collaboration with neighborhood authorities.

This room the points that tiktok didn"t have in João’s case.

Around 2018, TikTok had a similar case, wherein it removed content concerned a suicide from that is network and also alerted regional authorities.

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In 2020, tiktok again had someone spread a self-destruction video, which walk viral due to the fact that the video seemed harmless at first, and was popping increase on its for You section.

Further reading: tiktok Proposes A "Global Coalition" To aid Protect users From Harmful Content