TikTok Bill Is Now Law, as Reality of Potential Ban Sinks In

bill, President Joe Biden signed it into law Wednesday morning, capping a series of events that could see the social video app kicked out of the U.S.on Tuesday and then passed by the upper chamber later that night, landing on the president’s desk Wednesday morning.

There won’t be any progress right away, however. TikTok plans to challenge the new law on a free-speech basis. According to its statement to the press, the law would “trample” the rights of the platform’s American user base, which includes 170 million people and 7 million businesses, as it channels $24 billion a year to the U.S. economy.

The consequences could be serious for brands as well, precisely because of people like Wood and his followers. “For more established brands, the possible loss of TikTok as a key channel for reaching younger consumers could impact long-term brand perception and market share, especially considering the platform’s popularity among younger demographics,” he told WWD.

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