TikTok Bans Are Spreading Worldwide

What Global and International Marketers in Canada, the UK, and EU Need to Know

Report by Jasmine Enberg, Paul Briggs, Bill Fisher, and Carina Perkins  | Apr 12, 2023
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Table of Contents
Executive Summary
TikTok is facing scrutiny in many markets around the world.
A broader TikTok ban in Canada is a strong possibility.
US influence could sway the UK government.
In the EU, TikTok is getting squeezed from two sides.
Sources
Media Gallery
About This Report
After TikTok CEO Shou Zi Chew’s grilling in the US Congress, the app is facing more scrutiny around the world. Marketers in many countries need to be prepared in case lawmakers follow in the US’s footsteps.
Topics
Social Media Usage
Consumer Privacy & Security
Social Media Ad Spending
Worldwide
Table of Contents
Executive Summary
TikTok is facing scrutiny in many markets around the world.
A broader TikTok ban in Canada is a strong possibility.
US influence could sway the UK government.
In the EU, TikTok is getting squeezed from two sides.
Sources
Media Gallery

Executive Summary

As TikTok faces a potential ban in the US, other governments are also cracking down on the app. Billions of ad dollars are on the line, and marketers around the world need to be prepared to adjust their strategies.

Key Question: How likely is it that TikTok will be banned in countries outside of the US, and how should marketers prepare?

TikTok Users in Select Countries Where There Are Efforts* to Ban the App, 2023 (millions)
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KEY STAT: Over a dozen countries have full, partial, or public sector bans on TikTok, including in several of the platform’s key markets.

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Table of Contents

  1. Executive Summary
  2. TikTok is facing scrutiny in many markets around the world.
  3. A broader TikTok ban in Canada is a strong possibility.
  1. US influence could sway the UK government.
  2. In the EU, TikTok is getting squeezed from two sides.
  3. Sources
  1. Media Gallery

Charts in This Report

TikTok Users in Select Countries Where There Are Efforts* to Ban the App, 2023 (millions)TikTok Net Ad Revenues Worldwide, 2021-2025 (billions, % change, and % of total digital ad spending)
Trust in Select Social Networks According to Adults in Canada, Oct 2022 (% of respondents in each group)UK TikTok Net Ad Revenues, 2021-2025 (millions, % change, and % of total digital ad spending)
Social Media Ad Spending Share in Western Europe*, by Platform, Aug 2022 (% of total)

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authors

Jasmine Enberg, Paul Briggs, Bill Fisher, and Carina Perkins

Contributors

Matteo Ceurvels
Senior Analyst
Man-Chung Cheung
Senior Researcher
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Debra Aho Williamson
Principal Analyst