Procter & Gamble not phased by US TikTok ban

Procter & Gamble not phased by US TikTok ban

THE WHAT? Procter & Gamble remains committed to advertising on TikTok, despite the fact that the Chinese video sharing app is facing a ban in the US, the US FMCG giant told Reuters.

THE DETAILS The US government is seeking to bar transactions – including advertising – with the popular social media platform, citing national security concerns. A US court is scheduled to rule on the matter on November 4.

THE WHY? TikTok has risen in popularity this year as lockdowns forced many to seek entertainment and solace in their phones. Reuters reports that the platform is offering refunds for any campaigns affected by a potential ban, making a decision to forge ahead with marketing activity on the site a no-brainer.