Meta has banned ads from TikTok’s Chinese parent company ByteDance across the US and several other countries as the rivalry between the major social media operators heats up, according to a report from Bloomberg. The ban, which went into effect on Thursday, restricts ads and paid marketing messages from ByteDance, along with third-party ads that link to TikTok.

“We don’t have to run ads from a competitor whose goal is to pull people off our apps,” Meta spokesperson Christopher Sgro said in a statement to The Verge. “Declining promotional services to a competitor is a normal business practice across industries. We will continue to compete on product quality and user experience.”

Though TikTok in the US is now controlled by a joint venture majority-owned by US-based companies, ByteDance remains a major shareholder. In addition to pulling TikTok ads in the US, the policy will also restrict them in Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam.