Meta Platforms Inc. (META) began restricting advertisements from ByteDance, TikTok's former controlling owner, across its platforms in the US and several other countries, escalating competition between the companies, Bloomberg reported Thursday.

The ban covers the US, Canada, Egypt, Indonesia, Japan, Thailand and Vietnam, including third-party campaigns linking to TikTok and other ByteDance properties, according to Bloomberg.

"We don't have to run ads from a competitor whose goal is to pull people off our apps. Declining promotional services to a competitor is a normal business practice across industries", a Meta spokesperson said in an emailed statement to MT Newswires.

"We will continue to compete on product quality and user experience", the spokesperson added.

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