Agencies representing TikTok’s biggest advertisers are drawing up contingency plans as the US prepares to ban the popular video app, including seeking break clauses in their marketing contracts.
ByteDance, TikTok’s Chinese parent, has been given until January to either divest its US business or face a ban on the app by US lawmakers, who are concerned about security because of its links to China.
The social media platform, with more than 1bn global users, has become a key part of the marketing strategies for many brands given its huge popularity, particularly with younger audiences who are less likely to engage with traditional advertising such as TV.
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