TikTok preparing advertisers for possible app ban in the US

Some advertisers are forming contingency plans and considering other apps to move their marketing budgets

TikTok was preparing advertisers for a possible ban of its app in the United States, ad buyers said, offering refunds for campaigns that were unable to run.

The short-form video app's advertising business is still nascent. TikTok's anticipated $1 billion (766 million pounds) in 2020 revenue is a small fraction of its Chinese owner ByteDance's overall sales. But TikTok has become a popular place for brands that aim to reach the app's young tastemakers, who flock to it for lip-syncing, dancing and comedy sketch videos.

TikTok said it will continue to honor planned ad campaigns, refund any that it can't