Role Funding:Māori content creators on TikTok are being praised online for standing firm on kaupapa, as more attention turns to influencer marketing and the pressure some creators face to promote offshore gambling platforms. While the crackdown is not just focused on Māori creators, many Māori voices have been part of the wider kōrero, raising concerns about the impact these ads can have on whānau and rangatahi who spend hours a day on their feeds. Alongside that, Māori TikTok continues to grow as a powerful space for storytelling, humour, reo Māori, and everyday moments that feel real. For many rangatahi Māori, TikTok is now a place where they see themselves reflected, not through a mainstream lens, but through people who look like them and speak like them. More and more Māori creators are showing that being successful online does not have to mean selling out, and that kaupapa can still lead the way.