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TikTok ban could give European brands an edge over US labels

US companies are banned from doing business with TikTok beginning September 15th. Image credit: TikTok US companies are banned from doing business with TikTok beginning September 15th. Image credit: TikTok

 

U.S. businesses have been banned from doing business with Chinese video-sharing social network TikTok beginning next month, and this could negatively impact how American luxury brands are able to reach affluent Chinese consumers, giving European labels an even bigger advantage in terms of marketing reach.