#TikTok ban faces uncertain future under Trump’s return
Table of Contents
Trump’s shift on TikTok’s potential ban could impact the app’s future in the U.S., creating uncertainty for advertisers targeting its 170 million American users.
President-elect Trump reversed his 2020 stance on banning TikTok, telling supporters to “vote for Trump” if they want to “save TikTok in America.”
State of play:
- Current law requires ByteDance to divest from TikTok by January 2025.
- TikTok has sued the federal government, citing First Amendment violations.
- Case is being decided by D.C. Court of Appeals.
- Could reach Supreme Court by summer 2025.
Why we care. With 170 million U.S. users, TikTok’s fate hangs in balance as Trump’s election victory could impact the Biden-era law requiring ByteDance to divest from TikTok by January 2025. This means as brands – there could still be all those millions of people to target past 2025. As we are well into Q4, where plans for 2025 budget are being discussed – whether it’s wise to allocate budget to TikTok is unclear.
Between the lines. Trump’s softened stance follows lobbying efforts by ByteDance investor Jeff Yass, marking a significant shift from his previous calls for a complete ban.
What they’re saying. “It’s such a big issue… It affects 170 million Americans. It’s a core First Amendment question,” says Alan Rozenshtein, Associate Professor at the University of Minnesota Law School.
Inside TikTok. Employees are largely avoiding discussions about the potential ban, according to Wired interviews, with one anonymous product manager noting “almost a consensus not to talk about this thing.”
What to watch. Whether the Supreme Court takes up the case, potentially delaying any ban until summer 2025.
Bottom line. Trump’s election and changed stance on TikTok could significantly impact the app’s future in the U.S., but legal challenges will likely play a decisive role.
About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
If you liked the article, do not forget to share it with your friends. Follow us on Google News too, click on the star and choose us from your favorites.
If you want to read more like this article, you can visit our Technology category.
