The Meta banned ByteDance ads on Facebook and Instagram in seven countries and expanded the restriction to third-party campaigns that direct users to TikTok or other services of the Chinese company. The measure took effect immediately this Thursday (8), according to confirmation from a company spokesperson to Reuters.
The block covers the United States, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam. In addition to ads purchased directly by ByteDance, the decision prevents other advertisers from using Meta's platforms to promote links directed to the competitor's properties in those markets.
The company justified the change as a business practice to protect against competitors seeking to attract users to their own apps. According to Meta, there is no obligation to offer advertising services to companies that compete directly for audience.
Restriction reaches external campaigns that direct traffic to TikTok
The main scope of the decision lies in the destination of the campaigns, and not only in the identity of those who buy the ads. Companies, agencies, and other advertisers are also affected when they use paid advertising on Facebook or Instagram to direct users to TikTok or other ByteDance services in the covered countries.
This means the restriction is not limited to media buying by the Chinese company itself. A campaign contracted by third parties can also be blocked if its objective is to direct traffic to a ByteDance property.
The measure, however, does not represent a general ban on ads from companies that also maintain a presence on TikTok. The disclosed criterion involves campaigns that direct users to ByteDance services. A general block on TikTok Shop operations or payments made on the platform was also not announced.
The decision comes amid existing restrictions between the two platforms. TikTok limits links that directly open other social apps and, according to Bloomberg, recently removed direct links to Instagram from user profiles. It is still possible to include addresses that direct visitors to external sites.
The rivalry also involves the safety of underage users. In August, Meta signed an agreement with U.S. states that provides for new protection measures on Facebook and Instagram. Since then, it has pressured TikTok and YouTube to adopt similar commitments.
TikTok and ByteDance had not responded to Reuters' requests for comment by the time the story was published. Meta also did not announce a deadline to end the restriction or publicly detail any exceptions for third-party campaigns.
