TikTok continues to operate in the United States as negotiations over the platform’s future ownership structure extend into 2026. The latest developments show progress toward a resolution that would allow the popular social media app to remain available to its 170 million American users, many of whom engage with TikTok Shop’s growing e-commerce ecosystem.
Current Status
Despite earlier deadlines and shutdown preparations, TikTok remains fully operational in the US. The Biden administration’s original January 2025 deadline has been extended multiple times as negotiations with potential buyers continue. The incoming Trump administration has signaled willingness to find a deal that addresses national security concerns while keeping the platform accessible.
What’s Being Negotiated
The key points of ongoing negotiations include:
- Data security arrangements – Proposals for US-based data storage and oversight
- Ownership restructuring – Potential stake sales to American investors
- Algorithm access – Transparency requirements for the recommendation system
- Government oversight – Enhanced monitoring of platform operations
Impact on Advertisers
For marketers, the situation creates both challenges and opportunities:
- Budget planning uncertainty – Difficulty in long-term TikTok ad commitments
- Platform diversification – Smart brands are building presence on alternative platforms
- Potential for continuity – Most likely outcome is TikTok remains with new safeguards
Advertiser Recommendations
While the political situation remains fluid, marketers should:
- Continue TikTok campaigns but maintain flexibility in contracts
- Build audiences on Instagram Reels and YouTube Shorts as backup
- Export and save creator relationships and performance data
- Monitor news for sudden changes that could affect campaign delivery
The most likely outcome remains a negotiated solution that keeps TikTok operational with enhanced US oversight. However, advertisers should maintain contingency plans until a final deal is announced.