Meta Blocks ByteDance Advertising Campaigns in Egypt and Six Other Markets Amid TikTok Rivalry
Meta has introduced an immediate ban on advertisements associated with ByteDance, the Chinese technology company behind TikTok, across its platforms in Egypt and six other countries, adding to the long-running rivalry between the two social media giants.
The restrictions apply to the United States, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam, according to a Meta spokesperson cited by Reuters. The measure also covers third-party advertisers whose campaigns contain links directing users to TikTok or other ByteDance platforms and services in the affected markets.
Meta Draws a Line on Advertising Services
Meta, which owns Facebook and Instagram, said it would not provide promotional services to a competitor seeking to draw users away from its applications. The company described the decision as a standard commercial practice and said its competitive strategy would continue to focus on product quality and user experience.
The move highlights the growing struggle between Meta and ByteDance to secure advertising budgets, attract audiences and retain content creators across their respective platforms.
TikTok Links Remain Available on User Profiles
TikTok does not support links designed to open other social media applications directly or sign users into those services. However, users can still place links on their profiles that direct visitors to the websites of other platforms. Meta’s new restrictions extend to advertising campaigns containing such links in the markets covered by the ban.
Teen Safety Remains a Point of Contention
The advertising dispute comes amid wider scrutiny of social media companies’ responsibilities toward younger users. Meta had called on TikTok and YouTube to adopt safety measures similar to those it agreed to implement in August for children using Facebook and Instagram.
Those measures include daily usage limits, restrictions on nighttime access and additional safeguards intended to prevent children from viewing age-restricted material.
TikTok has not publicly responded to Meta’s campaign. In September, however, the company reached a settlement with the US state of Alabama that requires additional usage restrictions and stronger age-verification procedures. The agreement resolved allegations that TikTok put children at risk and misled consumers about the platform’s safety.
TikTok Maintains Its Presence in the United States
TikTok continues to operate in the US through a joint venture in which American parties hold the majority stake. The arrangement was established to protect American users’ data and avert a potential ban on the application, which has more than 200 million users in the country, according to the report.
Meta’s latest decision extends the commercial rivalry beyond competition for audiences and into the advertising services used to promote rival platforms, with Egypt among the markets directly affected by the restrictions.