**TikTok Launches Amber Alerts on For You Pages Nationwide**
TikTok has unveiled a new program aimed at delivering Amber Alerts directly to users’ For You Pages in partnership with the [National Center for Missing and Exploited Children (NCMEC)](https://www.missingkids.org/home). These alerts, which provide vital information about missing children, are anticipated to connect with over 170 million users throughout the platform.
When an alert is activated, users located in the affected geographic region will experience their video feed disrupted by a black Amber Alert screen. This screen will showcase images and identifying information of the missing child, alongside options to call 911 or obtain further details on the NCMEC website. The system operates in a manner akin to current phone and TV alerts, ensuring that notifications are only sent to users in the impacted area.
TikTok initially piloted this feature with Texas users last year. Throughout the trial, which took place from August to December, the alerts garnered over 20 million views and prompted 2.5 million clicks to NCMEC’s website. This initiative enhances TikTok’s extensive efforts against child exploitation on the platform, supplementing its existing community reporting mechanisms and [parental controls](https://mashable.com/article/tiktok-parental-controls-family-screen-limits).
This action follows a related initiative by Meta in 2022, when [Instagram rolled out localized Amber Alerts](https://mashable.com/article/instagram-amber-alerts) to its users’ feeds. At that time, NCMEC CEO Michelle DeLaune underscored the significance of utilizing social media for disseminating images of missing children, asserting that photos are the most essential tool in recovery efforts. “By distributing these images to individuals on their phones—regardless of whether they’re at work, caught in traffic, or shopping—we enhance the likelihood of reuniting a child with their family,” she stated.
To bolster the initiative, TikTok will provide advertising credits to NCMEC, aiding in the expansion of the organization’s outreach on the platform. The company also intends to collaborate with notable TikTok creators to enhance awareness. “Every moment is crucial when a child is reported missing,” commented Gavin Portnoy, NCMEC’s vice president of communications and brand. “By capitalizing on TikTok’s rapid distribution and extensive reach, parents, caregivers, and communities can significantly contribute to locating missing children.”