The Chinese government is trying to improve its image ahead of the Winter Olympic Games in Beijing.
The Chinese consulate general in New York signed a $300,000 contract with a New Jersey-based firm to organize a social media campaign that promotes positive messaging about China and the Beijing Games.
When the Winter Paralympics ends, the agreement will run through March 2022, registered with the US Department of Justice.
In December, President Joe Biden and officials in Great Britain, Canada, and Australia declared a "diplomatic boycott" of the games in protest of China's record of human rights abuses.
People are concerned about the safety of US athletes competing in the games, despite China denying allegations of human rights abuses. Athletes could face punishment for speaking out against the government in China.
Rob Koehler, the director general of the Global Athlete group, said in a seminar on Tuesday that there is not much protection for athletes. Athletes are being advised not to speak up. We want them to use their voice when they get home.
According to Open Secrets, a DC-based organization that tracks money in American politics, China has spent more than a decade on media messaging efforts overseas.
A detailed social media strategy has been laid out in the agreement between the two companies. The number of followers and platform activity of the influencer is used to divide them into three tiers.
According to the contract, the Chinese government wants the posts to be divided into 70% culture-related content, highlighting the history, cultural relics, modern life, and current trends in Beijing, and 20% diplomatic content related to "cooperation and any good things in China-US relations." The news and trends from the consulate general will make up 10% of the content.
The former Fox News and HSBC executive told The Guardian that he was aware of the Chinese government's problems before signing the deal.
He told The Guardian that they were trying to highlight the integrity and dignity of the Olympics. I don't support boycotts. They are useless, irrelevant and inconsequential.
Jaswal told The Guardian that his company has received up to 50 pitches. Jaswal plans to deliver a total of 3.4 million impressions across social media platforms frequented by younger people.
The contract's documents show that he received a $210,000 advance after the deal was sealed.
Jaswal confirmed his statements to The Guardian in response to a request from Insider.
The deal with the Chinese government has been criticized. Florida Senator Rick Scott wrote a letter to Newsweek, asking the publication to reconsider its relationship with Jaswal in light of China's human rights problems.
Newsweek did not respond to the senator's letter. Jaswal called the senator's request an attempt at seeking "senseless sensation."
Jaswal said in a statement that his pretensions of endorsing righteousness and arrogance with which he projects his hypocrisies are truly entertaining.
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