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Meta has started refusing ads from ByteDance and from any advertiser linking to TikTok in 7 countries.
The block covers ads and paid marketing messages on Meta’s apps. Because it also catches third-party campaigns pointing to TikTok or other ByteDance properties, agencies can’t simply buy the same placements on ByteDance’s behalf.
Meta’s stated reason is competition. It says ByteDance is a rival trying to draw users away from Facebook and Instagram, and Meta doesn’t want to sell that rival the ad space to do it.
Last month TikTok also removed dedicated Instagram links from user profiles, making it harder for people to move from TikTok to Instagram. Meta’s ad ban is the mirror image of that move: TikTok cut a path out of its app toward Instagram, and Meta has now cut ByteDance’s paid path into Meta’s apps.
Behind both sits an older grievance. TikTok can operate and advertise freely in the US, Meta’s most important market, while Meta’s apps are shut out of China, TikTok’s parent company’s home market.