TikTok Promises Ban Refunds to Keep Advertisers Spending

As some advertisers start to pull back from buying ad space on TikTok, the Chinese-owned app is telling big ad buying firms how they could get out of ad agreements if the app is banned in the U.S. in January.

TikTok said in an email to big ad buying firms that it would return any principal payments—down payments on agencies’ spending commitments for TikTok ads—if the app loses its bid to stop the ban from taking effect on Jan. 19, according to two ad executives who viewed the email. The email seemed intended to reassure advertisers they’re not at risk of losing money if they continue doing business with the company.