Meta禁止TikTok在其平台上投放广告，双方竞争愈演愈烈Meta平台公司已禁止字节跳动在美国投放广告。字节跳动是TikTok的前控股股东，此举使得这家社交视频平台与Meta之间的竞争进一步升级。作者：莱利·格里芬、亚历山德拉·S·莱文周四，Meta开始全面限制字节跳动在其平台上的广告及付费营销内容投放。字节跳动是一家中国企业，目前仍负责运营TikTok在美国的核心业务。
据Meta透露，该禁令将在美国、加拿大、埃及、印度尼西亚、日本、泰国和越南生效，同时也适用于那些在这些国家投放与TikTok及其他字节跳动旗下平台相关的广告的第三方广告商。
Meta Bans TikTok From Advertising on Its Apps in Escalating Feud Meta Platforms Inc. banned s in the US from ByteDance Ltd., the former controlling owner of TikTok, intensifying the competition with the popular social video site.
“我们没必要为一家试图把用户从我们平台上吸引走的竞争对手投放广告，”Meta发言人克里斯·斯格罗在电子邮件声明中说道，“拒绝为竞争对手提供广告服务是各行各业的常规商业做法。我们将继续在产品质量与用户体验方面展开竞争。”
By Riley Griffin and Alexandra S. Levine On Thursday, Meta began implementing a complete restriction on ads and paid marketing messages placed on its platforms by ByteDance, the Chinese company that remains in charge of key parts of TikTok in the US. The ban will take effect in the US, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam, according to Meta, and also extend to third-party advertisers running campaigns that link to TikTok and other ByteDance properties in those countries.
多年来，Meta与TikTok始终处于激烈竞争状态，不过这场竞争存在一个明显的不平衡点：TikTok得以在Meta最重要的市场——美国开展业务，而Meta却无法进入TikTok的核心市场中国。今年8月，Meta与美国多个州达成了一项价值180亿美元的历史性和解协议，承诺在Instagram和Facebook平台上增设针对未成年人的安全功能，此后双方的竞争愈发白热化。
“We don’t have to run ads from a competitor whose goal is to pull people off our apps,” Meta spokesperson Chris Sgro said in an emailed statement. “Declining promotional services to a competitor is a normal business practice across industries. We will continue to compete on product quality and user experience.”Meta and TikTok have competed neck-and-neck for years, even with a key imbalance in that rivalry: TikTok has been able to operate in Meta’s most important market, the US, while Meta has been unable to do so in TikTok’s most crucial market, China. But that competition took a more heated turn in August after Meta agreed to an historic $18 billion settlement with US states requiring it to implement new safety features for minors across its Instagram and Facebook apps.
自那以后，Meta不断施压TikTok以及谷歌旗下的YouTube，要求它们也做出类似调整，并声称仅靠自身力量无法解决整个行业的未成年人安全问题。而TikTok对此事始终保持沉默，这使得两家公司间的紧张关系不断升级，也让Meta深感自己又陷入了竞争劣势。
Since then, Meta has been pressuring TikTok and Google’s YouTube to commit to making similar changes, suggesting it cannot solve industrywide child safety problems on its own. TikTok has remained publicly silent on the matter, ratcheting up the tension between the companies as Meta grapples with what it sees as yet another competitive disadvantage.
上个月，TikTok采取了一系列措施，使用户更难从该应用转向其他社交平台，其中包括从用户个人资料中移除专门的Instagram链接。此外，它还拒绝了Meta投放的广告，这些广告要求TikTok承诺在儿童安全方面做出类似的让步。
Last month, TikTok enacted a number of measures to make it harder to shift from its app to other social platforms, including by eliminating dedicated Instagram links from its users’ profiles. It also rejected ads from Meta demanding that TikTok commit to comparable concessions on child safety.
与州总检察长达成和解后不久，Meta就在各大报纸上投放广告，进一步升级其施压行动。Meta的高管还公开批评TikTok，称其未出席最近由卫生与公众服务部总检察长办公室举办的关于过度使用屏幕危害的活动，并退出了与众议院中国问题特别委员会举行的国家安全会议，以逃避在儿童安全诉讼案中的更广泛审查。
Soon after the settlement with the state attorneys general, Meta ran ads in top newspapers upping its pressure campaign. Meta executives have also called out TikTok publicly for failing to show up at a recent Office of the Surgeon General event on the harms of excessive screen use, and for dropping out of a national security meeting with the House Select Committee on China to avoid broader scrutiny amid its child safety litigation.
其他消费科技平台也曾在其产品与竞争对手之间制造障碍。《The Information》在9月报道称，OpenAI曾告知广告合作伙伴，它将不接受与其自身产品存在竞争关系的图像和音频生成产品的广告。
Other consumer tech platforms have also introduced friction between its products and its competitors. The Information reported in September that OpenAI told advertising partners that it would not accept ads for image and audio-generation products that competed with its own.