This week, President Joe Biden signed a bill into law that will ban TikTok from US app stores unless its Chinese parent company, ByteDance, sells the platform within a year. The new legislation was bundled into a foreign aid package.
The ban has been brewing since Donald Trump's presidency due to concerns about user information sharing. TikTok's potential ban could lead marketers to invest more in alternative social platforms like Instagram and YouTube.
If ByteDance doesn't divest TikTok, and the app is banned in the US, marketers may need to reallocate their digital ad spend. However, TikTok could also be acquired or challenge the legislation in court, leading to potential delays.
Experts in the advertising industry suggest marketers should keep their TikTok campaigns active as it could take time for the ban to materialize or for legal challenges to be resolved.
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