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Meta blocks TikTok ads across 7 countries as rivalry with ByteDance grows

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Meta blocks TikTok ads across 7 countries as rivalry with ByteDance grows

Meta Platforms Inc. banned advertisements in the US from ByteDance Ltd., the former controlling owner of TikTok, intensifying the competition with the popular social video site.

On Thursday, Meta began implementing a complete restriction on ads and paid marketing messages placed on its platforms by ByteDance, the Chinese company that remains in charge of key parts of TikTok in the US.

The ban will take effect in the US, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam, according to Meta, and also extend to third-party advertisers running campaigns that link to TikTok and other ByteDance properties in those countries.

“We don’t have to run ads from a competitor whose goal is to pull people off our apps,” Meta spokesperson Chris Sgro said in an emailed statement. “Declining promotional services to a competitor is a normal business practice across industries. We will continue to compete on product quality and user experience.”

Meta and TikTok have competed neck-and-neck for years, even with a key imbalance in that rivalry: TikTok has been able to operate in Meta’s most important market, the US, while Meta has been unable to do so in TikTok’s most crucial market, China.

But that competition took a more heated turn in August after Meta agreed to an historic $18 billion settlement with US states requiring it to implement new safety features for minors across its Instagram and Facebook apps.

Since then, Meta has been pressuring TikTok and Google’s YouTube to commit to making similar changes, suggesting it cannot solve industrywide child safety problems on its own.


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