'It's the reputation that gets scratched, not the users who want to run away.'
For now, Joe Biden's administration is seen to pass legislation banning TikTok on devices and officials of the United States (US) government.
Although the law does not appear to affect other users in the US, experts see it as a bad sign for the app.
According to Eunice Shin, a branding strategist, it will scratch TikTok's reputation which in turn upsets advertising investors and brings down the company's revenue.
TikTok is a short video application owned by a Chinese firm, ByteDance.
Also on a similar note was branding expert from Columbia Business School, Matthew Quint who said the legislation could spark a bipartisan movement for a full ban on TikTok across the country.
He added that the ban actually did not have a big impact on other TikTok users since only a small number of US users were affected.
In general, the legislation was highlighted after several states in the US reported national security issues over concerns that TikTok was being used to collect information on its users.
It was then extended to the Senate and House to create a legal ban on US government devices and officials.
And as far as it is known at this time, the legislation has the support of the Speaker of the House of Representatives, Nancy Pelosi, who voiced it in Congress.
In the meantime, TikTok is seen issuing a statement saying its disappointment with the decision of the Congress and considering it a political gesture against national security.
