Meta Blocks ByteDance Ads and TikTok Links on Platforms

Meta has stopped displaying all advertising and commercial messages from ByteDance and links associated with TikTok across its platforms, the company told partners. The restriction took effect Thursday and covers paid ByteDance ads as well as miscellaneous promotions that route users to TikTok.

Bloomberg reports that tight competition among social platforms was the principal reason for the change. "We do not have to advertise for a competitor whose aim is to pull people out of our apps," Meta spokesperson Christopher Sgro said. "Declining to provide advertising services to competitors is a common business practice across industries, and we will continue to compete on product quality and user experience."

Context and precedents

The move comes months after Meta agreed to a roughly $17 billion settlement in a child safety case that included commitments such as new restrictions for teenagers. After that agreement, Meta urged rivals including YouTube and TikTok to adopt similar measures; TikTok did not run a related advertising campaign, according to reports.

TikTok has itself limited links that open or sign users into other social networks. And while TikTok's U.S. operations are overseen by an entity with major American shareholders, ByteDance remains a significant shareholder in the company.

Meta says the advertising restrictions will apply in the United States and across several other markets, including Canada, Egypt, Indonesia, Japan, Thailand and Vietnam.