Meta Bans TikTok Ads on Facebook and Instagram in the US & Other Regions

Meta has fired a fresh shot in its rivalry with TikTok, this time by banning ads on Facebook and Instagram from ByteDance across several major markets. The move also targets third-party advertisers promoting TikTok and other ByteDance properties, escalating the battle between two of the biggest names in social media.

Meta blocks TikTok ads across seven countries

According to a Bloomberg Law report, Meta began implementing the restrictions on TikTok ads on Thursday (via Reuters). The ban covers the United States, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam. Speaking of which, this is not limited to advertisements purchased directly by ByteDance. Third-party advertisers running campaigns that link to TikTok or other ByteDance properties are also affected in those markets.

Meta spokesperson Chris Sgro reportedly defended the decision as standard competitive practice. The company said it does not have to run advertisements for a competitor trying to pull users away from its own platforms. Here’s the exact statement:

We don’t have to run ads from a competitor ​whose goal is to pull people off our apps. Declining promotional services to a ​competitor is a normal business practice across industries. We will continue to compete on product quality and user experience.

That puts Facebook and Instagram at the center of another direct clash with TikTok. Both companies compete for users, creator attention, advertising budgets, and time spent watching short-form videos.

TikTok had already made moves against rival platforms

Notably, the advertising ban comes after TikTok made its own changes last month. Not to forget, TikTok removed dedicated Instagram links from user profiles late last month, which made it harder for users to move from TikTok to competing social platforms.

As of now, neither company has publicly outlined further retaliatory measures linked directly to this latest restriction. However, Meta’s decision could make it harder for TikTok to use Facebook and Instagram advertising to reach new audiences in the affected markets.