Meta bans TikTok ads on Facebook and Instagram, including brand campaigns that link to TikTok
Since 8 October Meta no longer runs paid marketing from ByteDance or third-party ads that send users to TikTok in the US and six other countries — a change that also affects fashion and beauty marketers.
Meta has stopped accepting ads from TikTok’s parent company ByteDance on its apps, The Verge reported on 9 October, citing an earlier Bloomberg report. The Business of Fashion flagged the change for fashion marketers.
What the ban covers
- Ads and paid marketing messages from ByteDance.
- Third-party advertisers’ campaigns that link to TikTok — relevant for brands that use Instagram and Facebook ads to drive followers or shoppers to their TikTok accounts.
- Markets: the United States, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam. The ban took effect on Thursday, 8 October.
“We don’t have to run ads from a competitor whose goal is to pull people off our apps,” Meta spokesperson Christopher Sgro told The Verge, calling it normal business practice.
Context
The rivalry between the platforms is intensifying: TikTok has stopped allowing users to post links that open other social apps, according to its support page. TikTok in the US is now run by a joint venture majority-owned by US companies, but ByteDance remains a major shareholder.
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