Trump May Grant TikTok Yet Another Extension

Overview

• President Trump might issue a third executive order to delay TikTok’s sell-off requirement, keeping the app live in the U.S. past the June 18 deadline.
• If granted, the next enforcement decision would shift to September 1, 2025, giving brands more operational breathing room.
• House of Marketers Insights on how this is a strategic moment for marketers to build resilience and re-evaluate cross-platform strategies.

TikTok may have just bought itself more time in the U.S.—again. President Donald Trump has signaled that he is prepared to grant the platform a third extension, keeping the app live in the U.S. despite the ongoing legal mandate requiring a sale to an American-owned company.

For marketers and creators, this means the TikTok ad engine will continue running, at least for now.

Trump confirmed that while no sale deal has yet been finalised, he is willing to pause enforcement of the sell-off law once again—giving TikTok more time to negotiate and operate without disruption.

TikTok’s Current Extention Expire On June 18

The current 75-day enforcement hold—granted by executive order—expires on June 18. Without another intervention, TikTok would technically be in violation of U.S. federal law, which mandates its sale or removal from app stores.

But based on Trump’s recent comments, a third extension seems highly likely. That would give TikTok until September 1 before the next major decision point—offering brands another window of operational certainty.

So how did we get to this point? To fully understand the significance of this update, let’s rewind to the beginning of this ongoing legal and political standoff.

What’s Happening with TikTok in the U.S.?

It all began in April 2024, when the U.S. Senate passed the Protecting Americans from Foreign Adversary Controlled Applications Act—a bill designed to address national security concerns by forcing foreign-owned apps like TikTok to transfer ownership to a U.S.-based company.

Despite the bill’s bipartisan support (passed 79–18) and a signature from then-President Joe Biden, TikTok did not meet the required deadline to sell. Instead, it took the fight to the courts—ultimately losing the appeal.

That brought us to January 19, 2025—TikTok’s official ban date.

But the very next day, newly inaugurated President Trump stepped in, issuing a 75-day hold on enforcement. Citing his intention to personally facilitate a sale, he extended the window again in April as tensions with China flared over proposed tariffs.

Now, with the second extension set to expire, Trump is once again expected to intervene. But while this back-and-forth has created a sense of political drama, recent economic developments may hold the key to a more permanent resolution.

What makes this third extension particularly notable is the broader geopolitical context. Just this week, the U.S. announced a tariff reduction on Chinese imports, a move seen as a diplomatic olive branch and a sign that trade tensions may be easing.

Why does this matter for TikTok?

Because during the height of the U.S.-China standoff, Beijing made it clear: there would be no progress on TikTok negotiations while economic pressure was in play. Now, with a de-escalation in motion, the door may be reopening for a deal that satisfies both sides.

Insiders suggest that Oracle could still be the front-runner in a potential sale agreement. While details remain speculative, a likely deal structure would include:

• Reducing ByteDance’s ownership to below 20%
• Banning foreign control of TikTok’s core recommendation algorithms
• Enforcing strict U.S.-based data protections

While such an arrangement would require major concessions from ByteDance—and likely approval from Chinese regulators—it signals that the groundwork has already been laid. Now, it is a matter of timing and diplomacy.

House of Marketers Insight: What Does This Mean for Marketers

So, where does that leave marketers?

Right now, TikTok is still live, still growing, and still delivering ROI. But uncertainty lingers. The looming question is not just whether the platform will remain in the U.S.—but under what terms, and for how long.

From a performance marketing lens, there are two key scenarios to consider:

• If a ban moves forward, marketers who remain active could benefit from lower competition, increased share of voice, and first-mover advantage on emerging alternatives.
• If a deal is finalised, brands that stayed invested during the turbulence will maintain continuity, engagement, and momentum.

This limbo is not ideal, but it is not a dead end either. It is a chance for brands to build resilience, sharpen strategy, and prepare for multiple outcomes.

Learn more about the tiktok ban saga in this quick summary of the potential TikTok US ban

Conclusion

This third extension may be political on the surface—but for marketers, it is a tactical opportunity.

TikTok remains one of the most culturally influential platforms in digital media. Despite regulatory noise, its impact on consumer behavior, trends, and brand discovery is undeniable. Whether or not a sale goes through, one fact remains: brands that understand how to adapt in uncertain times tend to emerge stronger.

Want to discuss your brand strategy post TikTok?

At House of Marketers, we help businesses craft impactful influencer marketing campaigns across TikTok, Instagram, and Facebook. Contact House of Marketers today and future-proof your marketing strategy today!