The U.S. seems poised to ban TikTok on January 19th, that is if the Supreme Court allows the law to go through. However, despite that, agencies are still allocating more money to advertise on the platform in 2025. Even more than they even did in 2024. Veuer’s Tony Spitz has the details.
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00:00The U.S. seems poised to ban TikTok on January 19th. That is, if the Supreme Court allows the
00:05law to go through. However, despite that, agencies are still allocating more money
00:09to advertise on the platform in 2025 than even they did in 2024. Some agencies told Adweek
00:15they're upping their TikTok ad spending by as much as 30% year over year. Meanwhile,
00:20influencer marketing company VLM says they're ready to increase spending on the platform for
00:24some of their clients by 50%. So what does that mean? Well, in the short term, ad spending from
00:29U.S. companies will go up by 57% over the first two months of 2025. It also seems to indicate
00:35that U.S. companies do not expect the congressional law to hold. Still, many have said that TikTok
00:40has provided in writing that they will honor refunds in the event of a ban in the U.S.,
00:45though agencies have added that language is not present in contracts. When January 19th
00:49rolls around, app stores will no longer be able to offer the app to new users. However,
00:53the law does not indicate when the app will be shut down for users who already have it.
00:57The federal government has repeatedly emphasized that the app poses grave national security
01:02threats, saying that parent company ByteDance could be compelled by the Chinese government
01:06to hand over user data for espionage or blackmail.