TikTok’s CEO will appear before Congress on Thursday to defend the increasingly-controversial social media platform as talk of a stateside ban rises. Businesses and creators are bracing for impact.

Affiliate marketing income has helped offset losses in print ad revenue, but it’s also changed the relationship between brands, publicists and the publications they work with.

The move will help the communications powerhouse build its position in the US market. Further acquisitions are planned, CEO Isabelle Chouvet told BoF.

BoF Careers provides essential sector insights for fashion professionals in marketing this month, to help you decode fashion’s marketing landscape.