Meta has banned advertisements from ByteDance, the Chinese technology company behind TikTok, across Facebook and Instagram in seven countries, extending the restrictions to third-party advertisers promoting TikTok and other ByteDance services.
The ban took effect immediately on Thursday, October 8, in the United States, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam, according to a Meta spokesperson who confirmed the decision to Reuters.
The restrictions prevent ByteDance from purchasing advertising or paid promotional placements on Meta's platforms in those markets. They also cover advertisements placed by third parties that link to TikTok or other ByteDance properties.
Meta spokesperson Chris Sgro told Bloomberg News, which first reported the decision: "We don't have to run ads from a competitor whose goal is to pull people off our apps."
Meta defended the move as standard business practice, arguing that companies are not required to provide promotional services to direct competitors. The company said it would continue competing through product quality and user experience.
The decision marks a further escalation in the commercial rivalry between Meta and TikTok, two major competitors for social media users, content creators and advertising revenue.
TikTok's success with short-form video has reshaped the social media industry, prompting Meta to expand its competing Reels format across Instagram and Facebook. Both companies compete for audiences and the advertising budgets of businesses seeking to reach them.
The restrictions are particularly significant because they extend beyond ByteDance's own advertising accounts. Businesses unaffiliated with ByteDance may also find their campaigns blocked if those advertisements direct users to TikTok or other ByteDance services in the affected countries.
TikTok and ByteDance had not immediately responded to Reuters' requests for comment following Meta's announcement.
