The restriction, which took effect immediately, covers the United States, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam. It also extends to third-party advertisers running campaigns that link users to TikTok and other ByteDance-owned platforms in the affected markets, according to a Meta spokesperson on Thursday.
The decision underscores the intensifying rivalry between Meta and ByteDance as both companies compete for users’ attention, content creators and a larger share of the global digital advertising market.
TikTok has emerged as one of Meta’s strongest competitors, particularly in short-form video, where its recommendation system and creator-driven content have helped it attract large audiences and challenge established social media platforms.
Meta defended the move as a legitimate business decision, arguing that it was not obligated to provide advertising services to a rival seeking to draw users away from its platforms.
"We don't have to run ads from a competitor whose goal is to pull people off our apps," Meta said.
The company added: "Declining promotional services to a competitor is a normal business practice across industries. We will continue to compete on product quality and user experience."
TikTok and ByteDance did not immediately respond to requests for comment on the restriction.
Advertising Ban Extends Beyond TikTok
The policy covers not only direct advertisements placed by ByteDance but also campaigns from third-party advertisers that direct users to TikTok and other ByteDance properties in the affected countries.
The broader scope could limit the ability of businesses and promotional partners to use Meta’s advertising network to direct traffic towards ByteDance-owned services, potentially complicating digital marketing campaigns built around those platforms.
However, TikTok’s website indicates that the service does not support links designed to open or log users directly into other social media applications. Users can still include links on their profiles that direct visitors to the websites of other platforms.
The distinction highlights the complexities of competition among social media companies, whose services frequently overlap in advertising, audience development, content distribution and user engagement.
For Meta, restricting rival promotions could help prevent its advertising infrastructure from being used to drive traffic towards competing services. For ByteDance, the impact will depend partly on the scale of its advertising activity on Meta’s platforms and the availability of alternative channels for reaching customers.
Teen Safety Dispute Adds to Tensions
The advertising ban comes amid a broader dispute over social media companies’ responsibilities for protecting children and teenagers online.
Meta has urged TikTok and Google-owned YouTube to adopt measures similar to those it agreed to implement in August following a settlement of up to $18 billion with US states over allegations concerning social media-related harm to children.
Under the agreement, Meta committed to introducing daily usage limits and restrictions on nighttime use for children on Facebook and Instagram, as well as strengthening safeguards designed to prevent minors from accessing age-restricted content.
The commitments form part of mounting pressure on social media companies to address concerns about young users’ online experiences, including excessive screen time and exposure to potentially harmful material.
TikTok has not publicly commented on Meta’s campaign urging rival platforms to adopt similar measures. However, the company reached a settlement with Alabama in September that requires it to introduce new usage limits and strengthen age-verification measures for users in the state.
The agreement resolved claims that TikTok had endangered children and misled consumers about the safety of its platform.
The parallel developments illustrate how competition between social media companies is increasingly playing out alongside legal and regulatory scrutiny over their effects on young audiences.
TikTok’s Position in the US Market
TikTok’s operations in the United States have also undergone significant changes following a deal intended to safeguard American users’ data and avert a nationwide ban on the application.
Under the arrangement described in the report, TikTok operates in the US through a majority American-owned joint venture. The platform has more than 200 million users in the country, making the American market strategically important to its business.
The company’s large audience has made TikTok a major force in digital entertainment and advertising, while intensifying pressure on competitors to retain users and attract creators who can generate sustained engagement.
For Meta, which operates Facebook and Instagram, maintaining user attention is central to its advertising-driven business model. Both platforms compete with TikTok for video views, creator partnerships, advertising budgets and time spent online.
Meta’s latest decision adds another dimension to that competition by restricting a rival’s access to its advertising services in seven countries.
Although the immediate consequences for ByteDance’s advertising operations remain unclear, the move signals Meta’s willingness to use its commercial policies to defend its platforms against competitors.
As the social media industry continues to evolve, the contest between Meta and ByteDance is likely to remain focused on audience growth, advertising revenue, product innovation and the increasingly prominent debate over online safety.