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Published on 2025-03-21
TikTok has partnered with the National Center for Missing & Exploited Children (NCMEC) to launch AMBER Alerts, which will show real-time images of missing children in the "For You" feed when users are located in the area where the search is taking place.
The AMBER Alert is a child abduction emergency alert system implemented in several countries since the 1990s. Since then, these alerts have been distributed via television, radio, and public signage.
These AMBER Alerts have now arrived on the video platform developed by ByteDance, where they have been integrated into the discovery feed "For You", as announced by ByteDance in a recent press release. The company explained that this system "is another example of how platforms like TikTok can play an active role in keeping communities informed."
"We are now expanding these alerts to over 170 million Americans," said the platform's representatives, clarifying that these alerts will appear in the "For You" feed of users who are located in the area where the children went missing.
Alongside an image of the child at the time of disappearance, another image generated by Artificial Intelligence (AI) will be shown, depicting how the child may look today. Beneath both images, identifying information will be displayed, such as name, age, gender, height, and weight, as well as hair and eye color, and the last date the child was seen alive.
This feature was rolled out to U.S. users after a testing phase in the state of Texas, where the alerts were viewed more than 20 million times and generated 2.5 million visits to the NCMEC website between August and December 2021.
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