Meta Blocks ByteDance and TikTok Ads in Seven Countries, Including Egypt

On October 8, Meta began blocking ByteDance—the Chinese company that was the former controlling owner of TikTok and continues to operate key portions of the app in the United States—from purchasing ads and paid marketing messages on its platforms across seven countries: the United States, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam. The restriction also extends to third-party advertisers running campaigns that link to TikTok or other ByteDance-owned assets in those markets.

Meta spokesperson Chris Sgro said in a written statement that the company "does not have to run ads for a competitor aimed at pulling people away from its apps," adding that "refusing to provide promotional services to a competitor is a normal business practice across various sectors," and that the company "will continue to compete on product quality and user experience."

The decision comes at the height of escalating tension between the two companies. In August, Meta agreed to an approximately $18 billion settlement with U.S. states that includes new commitments to protect minors on Instagram and Facebook. In September, TikTok took steps that made navigating away from its app to other platforms more difficult, including removing Instagram links from user profiles. TikTok has not publicly commented on Meta's move.

This measure is particularly significant in the Arab region because Egypt was specifically named among the seven affected markets, meaning advertisers, agencies, and publishers purchasing space on Meta's platforms or managing TikTok-linked campaigns in Egypt will be directly impacted. The decision also establishes a precedent for how platforms handle paid ads coming from competitors, a precedent that could extend to future advertising disputes.

What do these terms mean?

ByteDance: The Chinese company that owns the TikTok app, operating in advertising, recommendations, and digital content services.

Paid Marketing Messages: Promotional messages that an advertiser pays to send to specific users within an app, appearing closer to a direct message than a traditional advertisement.

Third-party Advertiser: A company or agency that buys ad space through an intermediary or platform rather than dealing directly with the advertiser, with its visibility scope linked to the campaign it manages.

Ad Blocking: A platform's refusal to serve or run ads from a specific entity; it differs from the blocking of tracking domains executed by a browser at the user device level.