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Marketers have been found using thousands of TikTok videos of women crying or acting distressed to sell products (like dating safety apps) without disclosing they are paid ads.

“When a parent or peer records a crying child with the explicit intent to upload it, they are engaging in ‘public shaming as parenting,’” Dr. Cardenas says. “But the child’s brain cannot distinguish between a village of 100 people witnessing the shame and a village of 10 million. To the adolescent psyche, the size of the audience is infinite. The humiliation feels permanent, cosmic, and inescapable.” Marketers have been found using thousands of TikTok

: Content evoking sorrow taps into human compassion, leading users to share stories of struggle or loss to foster collective empathy. Marketers have been found using thousands of TikTok