Marketers and agencies have long been preparing for the Supreme Court to uphold a law banning TikTok in the U.S. if its owner, ByteDance, does not divest from the popular platform due to national security concerns outlined by Congress. That ruling came Friday, meaning TikTok could “go dark” as soon as Sunday—when the ban is set to take effect—following its pledge to do so if the Supreme Court upheld the law.
But there’s a chance the law won’t be enforced by President-elect Donald Trump, who has pledged to save the platform, four years after being one of its biggest opponents. Ad Age reporters have been covering all of the twists and turns surrounding TikTok, which has 170 million users in the U.S. and has become one of marketers’ go-to social media and e-commerce tools. Below is a sampling of our coverage, from how brands are preparing for a world without TikTok to lesser-known alternatives that could fill the marketing void left by its shutdown. This page will continually be updated with our coverage.
- TikTok ad campaigns resume in U.S. as app comes back online
- Trump promises executive order to aid TikTok
- Ad industry reacts to Supreme Court ruling
- Marketing and agency leaders prepare for TikTok shutdown
- How Cetaphil is preparing for a TikTok interruption or ban
- Social media managers respond to TikTok turmoil online
- How TikTok alternatives are competing for brands and creator