Live Updates: Navigating TikTok’s Uncertain Future
This post covers the ongoing updates around TikTok’s potential U.S. ban. The situation began in April 2024, when the “divest-or-ban” law was signed. Updates are listed in reverse order, with the most recent first.
September 22, 2025 Update
The White House announced that a deal to secure TikTok’s future in the U.S. is expected to be signed within the week. Under the proposal, a new U.S.-based company would be majority-owned by American investors. ByteDance would license TikTok’s algorithm to the new entity.
September 16, 2025 Update
President Trump issued a fourth executive order delaying the TikTok sell-off law, pushing the deadline to December 16, 2025. The law banning TikTok is still in place, but Trump’s orders prevent it from being enforced, so the app remains available.
June 19, 2025 Update
President Trump signed another executive order further extending the enforcement delay for the TikTok ban. The deadline for ByteDance to divest TikTok’s U.S. operations was pushed to September 17, 2025.
April 4, 2025 Update
After an initial 75-day deadline set in January, TikTok was set to face a U.S. ban on Saturday, April 5. However, on Friday, April 4, President Donald Trump announced he was signing an executive order to extend the deadline by another 75 days, pushing the potential ban date to June 19, 2025.
February 13, 2025 Update
TikTok is once again available for download in Google and Apple App Stores in the U.S. after both companies received official confirmation that they wouldn’t face penalties for hosting the app, despite its ban.
January 20, 2025 Update
President Donald Trump signed an executive order that put the TikTok ban on hold for 75 days. This means that the law that bans the app won’t be enforced during this time, and companies working with TikTok won’t face any penalties.
Although TikTok is currently unavailable for new downloads from Apple and Google’s app stores, existing users can continue to access and use the app. Because of the delay, Apple and Google could choose to put TikTok back in their stores without facing any legal consequences until the 75-day period is over.
January 19, 2025 Update
TikTok announced that they were in the process of restoring service around 1 PM EST, allowing U.S. users to access the app again.
January 18, 2025 Update
Before 11 PM EST TikTok shut itself down in the U.S. When users opened the app it displayed a message that read “a law banning Tiktok has been enacted” making the app unavailable.
January 17, 2025 Update
The Supreme Court upheld the law that bans TikTok in the U.S., which is set to go into effect this Sunday, January 19, 2025.
It’s important to note that the Biden administration has indicated it will not enforce the ban, which is officially set to begin just one day before President-elect Donald Trump’s inauguration.
January 9, 2025 Update
Just hours before the U.S. Supreme Court was set to hear arguments on whether the law that could ban TikTok is constitutional; the app announces that it would begin shutting down on January 19 if the ban was not delayed or overturned. This seemingly eliminated the option of finding a U.S. buyer before the deadline.
December 27, 2024 Update
President-elect Donald Trump requested that the U.S. Supreme Court delay the potential TikTok ban until his administration can explore a “political resolution” to the issue.
The ban is scheduled to take effect on January 19, 2025 — just one day before Trump’s inauguration on January 20th — unless TikTok secures a U.S. buyer
December 18, 2024 Update
The U.S. Supreme Court agreed to hear arguments about whether the law that could ban TikTok is constitutional. This decision would not put the law on hold; it just means that the Court will make its decision after hearing arguments on January 10, 2025 — just nine days before TikTok’s sell by deadline.
December 16, 2024 Update
TikTok’s request for a temporary injunction is denied. Following this decision, TikTok appeals to the U.S. Supreme Court, which has yet to decide whether it will hear the case.
December 9, 2024 Update
TikTok requests a temporary injunction to block the law that would ban the app, pending a review by the U.S. Supreme Court.
December 6, 2024 Update
After challenging the law signed by President Biden, on Friday, December 6th, a federal appeals court ruled against TikTok. This ruling means that TikTok could be banned in the U.S. starting January 19, 2025, unless ByteDance, its Chinese parent company, sells its stake in the app.
April 2024 Update (Original Law Signed)
Recently, President Biden signed a new law that could lead to the shutdown of TikTok. Despite ongoing legislative developments, consumer engagement and perception remain unaffected, suggesting no immediate need to pivot away from TikTok.
It’s important to note that TikTok’s current situation is distinct from past challenges faced by other platforms. Currently, TikTok does not present any brand safety or reputational concerns, allowing it to remain an effective and valuable marketing tool.
WITHIN’s POV
At a high level, we recommend maintaining TikTok within your usual marketing mix. Simultaneously, we advise diversifying your marketing strategies to enhance presence, effectiveness, and mitigate risks from potential disruptions on TikTok.
Where We Go From Here
The future actions of ByteDance/TikTok are uncertain, yet the following outcomes are possible:
1) TikTok finds a U.S. buyer and is sold by ByteDance
This will likely cause a major shift in TikTok’s content delivery algorithms. We foresee a significant shift in TikTok’s marketing effectiveness, driven by changes in app usage and algorithm adjustments. Advertisers should stay vigilant and ready to adjust budgets to respond to these performance changes.
2) TikTok successfully challenges the bill in court
Anticipate lengthy legal battles; however, TikTok will remain available on the App Store and continue to be actively used. Continue leveraging TikTok unless brand safety issues arise due to shifts in user engagement.
3) Legal challenges fail and no buyer is found
TikTok will likely be removed from U.S. app stores, ceasing to be a viable platform for U.S. users. We recommend reallocating marketing funds to compensate for lost effectiveness. This could involve investing in other social platforms or exploring alternatives like Connected TV (CTV) to recapture user attention.