In early 2025, the United States made headlines after announcing a TikTok ban — and then unexpectedly reversing it within hours. The sudden back-and-forth left creators, marketers, and business owners around the world scrambling for answers.
For Australian businesses, TikTok has become a powerful tool for connecting with younger audiences, building community, and driving sales. From local fashion labels to tech startups, many have embraced the platform's short-form videos and viral trends to grow their brands.
But now, after the disruption in the U.S., many are asking: Is TikTok stable enough to rely on? Could Australia follow suit? And if so, what should businesses be doing to prepare?
In this article, we’ll explore what the TikTok ban in the U.S. means for Australian companies, whether a local ban is possible, and how to protect your brand’s social media strategy moving forward.
Why Was TikTok Banned in the U.S.?
The U.S. government’s move to ban TikTok was driven by growing concerns about national security and user data privacy. The app, owned by Chinese tech firm ByteDance, has long been under scrutiny from U.S. lawmakers who fear that user data could be accessed by the Chinese government.
In January 2025, just hours before a proposed midnight ban, TikTok was temporarily removed from U.S. app stores. Businesses and creators scrambled to adjust their content plans. But just as quickly, the ban was paused—officially to allow for further negotiations and legal review.
Although TikTok remains available in the U.S. for now, the incident highlights how vulnerable even major platforms can be to political shifts. For global businesses, especially those in Australia, this raises serious questions about long-term stability and risk.
See full coverage on why U.S. lawmakers pushed for a ban
Is TikTok Banned in Australia? What Local Businesses Should Know
As of now, TikTok is not banned in Australia. However, the platform has come under similar scrutiny from Australian lawmakers, especially around data handling and national security.
In early 2023, the Australian government banned TikTok on government-issued devices following advice from intelligence agencies. The move mirrored similar bans in the U.S., UK, and Canada, aimed at protecting official data. While this doesn’t affect personal or business accounts, it signaled rising concern about the app’s presence.
For Australian businesses, this raises two key points:
1. TikTok remains fully operational for business and personal use in Australia.
2. Future regulations are possible, especially if global pressure increases or new data-sharing concerns arise.
So while TikTok is still a powerful platform for reaching Australian audiences, businesses should plan for a future where its use could be more tightly controlled.
Read more about Australia’s stance on TikTok bans in our full breakdown here.
How Australian Businesses Are Using TikTok Today
Despite the concerns around TikTok's future, many Australian businesses are actively using the platform to grow their brands and connect with audiences in fresh, creative ways.
Key ways businesses are using TikTok:
• Product discovery and education: Brands post short videos showing how products work, what makes them unique, and why customers love them.
• Behind-the-scenes content: Small businesses use TikTok to show the human side of their operations—packing orders, answering customer questions, or introducing team members.
• Local influencer collaborations: Partnering with micro-creators helps businesses tap into existing communities and build trust quickly.
• Trend participation: Many brands use trending sounds or formats to increase reach and stay relevant without needing a large budget.
Real examples:
• Frank Green, known for its reusable drinkware, has gained TikTok traction by highlighting product aesthetics, customer reactions, and eco-messaging.
• Boost Juice uses humour and trending sounds to connect with a younger audience, often encouraging interaction in the comments.
• Hospitality businesses, like cafes and restaurants, use TikTok to showcase new menu items or customer experiences, helping drive local foot traffic.
These examples show that TikTok isn’t just for entertainment—it’s a powerful tool for marketing, community building, and sales when used creatively and consistently.
Explore our TikTok marketing strategy guide to learn how brands can stay creative and consistent.
What Are the Risks for Aussie Brands on TikTok?
While TikTok offers huge potential, there are also real risks—especially when its future can shift with international politics.
1. Platform Stability
The recent U.S. ban (even if short-lived) shows that TikTok’s future can change overnight. If a major market like the U.S. faces restrictions again, global usage—and features—could be affected.
What this means for Australian brands:
If TikTok loses major users or advertisers globally, its value as a marketing channel could decline. Australian businesses may notice lower reach, reduced ad support, or slower innovation.
2. Data Security Concerns
Governments worldwide, including Australia, have expressed concerns about TikTok’s data handling. While there’s no current national ban, the platform has been banned on Australian government devices since 2023.
What this means:
A broader ban could be introduced later. Even if it’s not a full ban, stricter regulations might make it harder for brands to use the platform freely.
3. Loss of Global Reach
Many Australian brands use TikTok to reach U.S. or global audiences. If international access becomes limited, it could impact influencer collaborations, campaign reach, and cross-border engagement.
Should Australia Ban TikTok? Here's Where Things Stand
As of 2025, Australia has not banned TikTok for general use—but the conversation is ongoing.
Government Position
In April 2023, the Australian government banned TikTok on government-issued devices, citing security risks. This move followed similar actions by the U.S., Canada, and the EU. However, no nationwide restrictions have been introduced for individuals or businesses.
A spokesperson for the Department of Home Affairs has said the government continues to assess the platform's risk profile but has made no recommendation to extend the ban to the wider public.
Expert Commentary
Cybersecurity experts have warned that platforms like TikTok could pose data risks, especially when owned by companies based in countries with different privacy laws. However, some experts argue these risks apply to many platforms, not just TikTok.
Business Implications
For now, Australian businesses can continue using TikTok. But the uncertainty means companies should prepare for possible restrictions in the future.
How Aussie Brands Are Using TikTok Successfully
Despite global concerns, TikTok remains a powerful tool for Australian businesses—especially when it comes to reaching younger audiences with engaging, creative content.
Fashion & Beauty
Local fashion labels like Aje and Showpo have used TikTok to drive brand awareness and product launches. Their short-form videos showcase styling tips, behind-the-scenes footage, and influencer collaborations—garnering thousands of views per post.
Hospitality & Food
Cafés and restaurants in Melbourne and Sydney have used TikTok to showcase unique menu items and generate viral buzz. For example, videos of “loaded milkshakes” or “secret menu items” often get picked up by the algorithm and shared widely, bringing in real foot traffic.
Education & Services
Even service-based industries are finding value. Language schools, wellness brands, and personal finance coaches are creating tip-based TikToks to educate and build trust with niche audiences. These creators combine value with relatability—often leading to DMs and bookings.
Conclusion: Opportunity & Risk in the TikTok Era
TikTok continues to offer huge potential for Australian businesses—especially those targeting younger, digital-first audiences. But as recent U.S. events show, no platform is guaranteed to be stable forever.
The key is balance.
TikTok can still be a powerful part of your social media marketing toolkit. But relying on it alone is risky. By diversifying across platforms, building direct customer relationships, and staying informed on policy developments, businesses can protect themselves while still benefiting from TikTok's reach and creativity.
At Born Social, we help brands adapt to change, plan smarter strategies, and grow across platforms. Whether you're just getting started with TikTok or looking to build a stronger multi-platform strategy, our team is here to help.
Ready to Strengthen Your Social Media Strategy?
Whether you're navigating TikTok's uncertainty or expanding to platforms like Reels and YouTube Shorts, we’re here to help.
Partner with our TikTok marketing agency to build a content strategy that grows your audience, boosts engagement, and adapts to whatever comes next.
Frequently Asked Questions
Is TikTok banned in Australia?
No, TikTok is not currently banned in Australia. However, it has faced scrutiny from government officials regarding data privacy and national security. Some government devices have had TikTok removed, but the platform remains publicly available.
Could TikTok be banned in Australia in the future?
It's possible. Australian lawmakers have raised concerns similar to those in the U.S., and investigations into TikTok’s data handling practices have taken place. Businesses should monitor local government statements and prepare for any changes.
Why are governments banning TikTok?
Governments, especially in the U.S. and parts of Europe, cite concerns over user data potentially being accessed by the Chinese government through TikTok’s parent company, ByteDance. This has led to restrictions or bans on government-issued devices in several countries.
What are alternatives to TikTok for Australian brands?
Some top alternatives include:
• Instagram Reels – Strong reach, integrated with Meta Ads
• YouTube Shorts – Great for SEO and long-term discoverability
• Snapchat Spotlight – Popular with younger demographics
• Xiaohongshu (Red) – Gaining global popularity in response to TikTok bans
New York Times reports that Red Note has surged in popularity following TikTok’s uncertainty.
Should Australian businesses stop using TikTok?
Not necessarily. TikTok remains a highly valuable marketing tool for reaching young, engaged audiences. But businesses should be proactive—diversify their presence across platforms and build owned channels like email lists and websites.