Marketplace Briefing: What TikTok’s legal battle to stay in the U.S. means for brands


January 9, 2025


All eyes are on TikTok ahead of a U.S. Supreme Court hearing Friday over a law that requires the social media app’s parent company to divest from the app or face a nationwide ban. 

TikTok, which has 170 million users in the U.S., could be pulled from app stores in the country as soon as Jan. 19 after President Joe Biden signed a bipartisan law in April requiring TikTok’s Chinese owner ByteDance to sell to a government-approved buyer. TikTok has pursued legal action to prevent the law from going into effect, arguing that the legislation is unconstitutional and violates the First Amendment. The federal government is on track to force the app out by the divest-or-ban deadline, which is also the day before Donald Trump’s inauguration. 

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