Latest on TikTok Ban

Written By Alicia Vial

If you’ve scrolled through TikTok lately, you might have seen a lot of buzz – and a bit of panic – about a possible U.S. ban. But what’s really happening behind the scenes, and what does it mean for the millions of Americans who use the app daily?

Right now, TikTok’s parent company, ByteDance, is facing a U.S. law that forces them to either sell TikTok’s U.S. operations or face a complete ban. This law came after years of concerns about data privacy and national security. However, according to reporting from BGR, ByteDance is working on a plan to keep TikTok alive in the U.S. They are developing a new app, internally called “M2” which would be owned by a U.S.-based entity. The idea is to separate U.S. user data and operations from China and effectively create an American version of TikTok.  

The target launch date for M2 is September 5, 2025. The timing is crucial because if they don’t finalize the sale or this new arrangement by September 17, TikTok could be banned in the U.S. due to current executive orders by the President.  

For most users, this new app should look and feel very similar. The main difference is on the back end. It will store data in the U.S. and be controlled by a U.S.-approved company. This aims to address the national security concerns that started this whole debate. The exact features and design might change slightly, but the core experience should stay the same.  

Several big American companies have been mentioned as potential investors or partners – names like Oracle, Walmart and Blackstone have come up before. Right now, nothing is fully confirmed, but ByteDance would likely keep a small minority stake, while a U.S.-controlled group would take the lead.  

This is actually good news for businesses and creators if this deal goes through. Instead of losing access to a huge audience, they’ll continue to reach U.S. users. It also means businesses and influencers can keep building their communities without major disruptions. The key is that they might have to download the new M2 app eventually – otherwise, their content strategies can stay on track.  

As of today, TikTok is still fully operational. The main thing for users and creators to watch is that September deadline. If everything goes as planned, they’ll just transition to the new app and keep creating. But it’s smart to stay updated because these negotiations can change quickly.  

Alicia Vial

Alicia Vial is a New Orleans native with more than a decade of experience elevating client stories and leading crisis response. As the senior director of strategy, Alicia acts as a leader within the Gambel Communications team ensuring each agency team member is positioned to deliver strategic public relations services that meet the highest standards of the industry. In addition to supporting the agency’s long-term business growth and development, she coordinates day-to-day account services and oversees strategic direction while staying abreast of best practices and industry trends to provide innovative solutions to meet client’s needs.

Before joining Gambel Communications, Alicia served as the communications director for the Louisiana SPCA, the oldest and largest animal welfare organization in Louisiana that impacts more than 74,000 animals per year. During her nearly eight-year tenure, Alicia oversaw numerous crises, served on national communication taskforces, oversaw all aspects of internal and external relations and worked alongside the development department to raise critical funding. Prior to that, she worked in the fast-paced New Orleans hospitality industry focusing on digital public relations for multiple hotels.

Alicia is a member of the Public Relations Association of Louisiana (PRAL), Southern Public Relations Federation (SPRF), a board member of the Public Relations Society of America (PRSA) New Orleans Chapter and a member of the New Orleans Regional Leadership Institute. An accredited public relations practitioner (APR), Alicia is also certified in crisis communications, organizational leadership, content marketing and social media.

A well respected and trusted public relations practitioner, Alicia has been recognized by SPRF as a ‘Senior Practitioner of the Year’. Dubbed early on in her career as one to watch, she also received the ‘Rising Star’ award by PRAL and was profiled in St. Charles Avenue Magazine as part of their Young Bloods series. Most recently, she was recognized at PRSA’s annual Fleurish Awards and received four Awards of Excellence for her work along with the ‘Plate Spinner’ award for her efforts on the board of directors for the chapter.

An LSU graduate, Alicia received a bachelor's degree in mass communications with a concentration in public relations and minors in business administration and leadership development. She is a frequent speaker and presenter on public relations topics, most recently presenting at the Jefferson Economic Development Commission and SPRF annual conference.

When Alicia is not at work, you can find her at the ballpark with her three boys or cheering on the Tigers in Death Valley.

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