Meta bans TikTok parent ByteDance's ads on Facebook and Instagram amid rivalry – Storyboard18

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Meta Platforms has stopped accepting advertisements from ByteDance, the Chinese parent of TikTok, across Facebook, Instagram and its other platforms in seven countries, escalating its rivalry with the short-video platform, Bloomberg reported.
The restriction, which came into effect on Thursday, October 8, covers the US, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam. It also applies to third-party advertisers whose campaigns direct users to TikTok and other ByteDance-owned properties in these markets, Meta said.
Meta defended the decision as a commercial measure against a competitor seeking to draw users away from its services. Company spokesperson Chris Sgro told Bloomberg Meta would continue to compete through its products and user experience.
Meta-TikTok rivalry intensifies over teen safety
The advertising ban comes amid growing friction between the two companies over competition and child safety on social media platforms.
In August, Meta agreed to an $18 billion settlement with US states over allegations concerning harm to children on social media. Under the agreement, the company committed to introducing daily usage limits for children on Facebook and Instagram, curbing nighttime use and strengthening safeguards against access to age-restricted content.
Meta has since urged TikTok and Google's YouTube to adopt comparable protections, arguing that addressing risks to young users requires action across the industry. TikTok has not publicly responded to the broader campaign.
The dispute has also spilled into advertising. Meta published newspaper advertisements to press its case and criticised TikTok over its absence from a US Surgeon General event on excessive screen use and its withdrawal from a national security meeting with the House Select Committee on China.
TikTok, meanwhile, has introduced changes that make it harder for users to move from its platform to other social networks. The company removed dedicated Instagram links from user profiles, although users can still add links directing visitors to other platforms' websites. TikTok also declined advertisements from Meta calling for similar commitments on teen safety.
TikTok continues US operations under ownership deal
TikTok continues to operate in the US through a majority American-owned joint venture established under a deal intended to protect US user data and avert a nationwide ban. The platform has more than 200 million users in the country.
Meta's latest move also reflects the competitive stakes in digital advertising and user engagement, as TikTok challenges established social media platforms for audiences and creators.
The restrictions extend beyond direct advertising by ByteDance to third-party campaigns linking to its services in the seven affected countries. Bloomberg News first reported Meta's decision.
Last month, The Information reported that OpenAI had told advertising partners it would not accept advertisements for image and audio-generation products competing with its own.
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