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Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.The Battle Between Trump and Tiktok EscalatesThe ongoing confluct between President Trump and TikTok reignited when he told reporters that he intended to ban the app as soon as the weekend. Despite the fact that Trump doesn’t have the authority to do that—our explainer goes into great detail what he can do—TikTok went on the defensive over the weekend, issuing a statement emphasizing that it has hired 1,000 American employees, supports American creators and stores U.S. user data in the U.S. “with strict controls on employee access.”Sunday night, Microsoft released a statement saying it’s still intending to pursue TikTok. The deal would see Microsoft own and operate the platform in the U.S., Canada, Australia and New Zealand.Inside the conflict: TikTok has denied accusations that user data is shared with Beijing officials and says it’s “not planning on going anywhere.”Premium | Is Hard Seltzer Here to Stay—or Will It Go the Way of the Wine Cooler?Over the past two years, the hard seltzer category has grown from 10 brands to more than 65 (during the three weeks it took to report and publish this story, two more seltzer brands were announced), and it’s showing no signs of slowing, with sales booming during the pandemic despite the overall alcohol industry suffering. Brands are fueling the category’s growth with fresh campaigns, creative product offerings and timely targeting of the health and wellness trend.White Claw first leveraged that trend by marketing its seltzer as a lighter-than-beer option by clearly showing its nutrition facts on the can—and that strategy has extended across the category. Molson Coors’ Vizzy, too, plays up its vitamin C content with careful packaging choices, while smaller brewery Crook & Marker touts its organic ingredients and zero sugar.Watch: Creative campaigns have led to additional hype and growth for brands both big and small.Also for Adweek Pro Subscribers: While certain segments of the hard-hit restaurant industry are suffering more than others, some fast food companies are figuring out how to operate more effectively and avoid the worst of the pandemic. Here’s how the numbers add up. Our team is working hard to continue bringing you the latest information to guide marketing professionals through the crisis. Support our coverage with an Adweek Pro Subscription. Here’s Where US Data Privacy Regulation Is HeadedOn the last day of Adweek’s virtual summit NexTech, privacy experts from the ad tech and legislative spaces discussed what’s next for regulatory action in the U.S. and beyond. Chris D’Angelo, chief deputy attorney general for economic justice at the New York attorney general’s office, said that the country would be better off with federal privacy legislation and enforcement—which Stu Ignis, partner at law firm Venable LLP, predicted will be a priority in 2021—but that states can also go above and beyond what the federal government decides.Watch: D’Angelo also argued that the CCPA places too much burden on consumers to educate themselves about privacy before making decisions about it.After July’s Boycott, Which Brands Are Coming Back to Facebook?Even as the #StopHateforProfit campaign calling on advertisers to boycott Facebook came to an end on Friday, many brands were still deciding whether to return their ad spend to the platform and on Instagram. Many, like Chipotle and Facebook, will not return to the platforms this month, while others like the North Face (one of the first to announce its commitment to the boycott) will return after “constructive conversations with Facebook.”Continue Reading

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