Meta has banned TikTok advertisements on Facebook and Instagram in the United States and several other countries. The move adds fresh tension to the rivalry between the two social media giants. Meta, which owns Facebook and Instagram, says the ban took effect immediately. The restrictions also cover Canada, Egypt, Indonesia, Japan, Thailand and Vietnam.
The ban targets advertisements from ByteDance, TikTok’s Chinese parent company. It also affects third-party advertisers promoting TikTok and other ByteDance platforms in the affected countries. Meta says it will not help competitors attract users away from its apps.
“We don’t have to run ads from a competitor whose goal is to pull people off our apps,” the company said.
Meta added that refusing promotional services to a competitor is normal business practice. Meanwhile, TikTok and ByteDance had not responded to Reuters’ requests for comment.
However, TikTok’s website does not support links that automatically open other social media apps or log users into them. Users can still add links to their profiles that direct people to other platforms. Meta’s decision could make it harder for ByteDance to promote its services through paid campaigns. It also highlights the growing battle for users, creators and advertising money in the social media industry.
Beyond advertising, Meta has also pushed TikTok and YouTube to strengthen online safety for teenagers. In August, Meta agreed to introduce daily usage limits and restrict nighttime access for young users. It also promised stronger measures against age-restricted content.
Similarly, TikTok reached a settlement with Alabama in September over claims involving child safety and consumer protection. The agreement requires stronger age checks and new usage limits in the state.
TikTok now operates in the US through a majority American-owned joint venture. The arrangement aims to protect US user data and avoid a nationwide ban. TikTok has more than 200 million users in the country.
