TikTok has reportedly refused to run advertisements from Meta that urged the company and YouTube to join Meta’s recent child safety settlement, according to sources familiar with the matter. The ads, which included a voiceover pressuring the platforms to take similar steps on youth protections, were declined by TikTok for allegedly violating its policies against political content in advertising.

The context for the ads is Meta’s landmark $18 billion agreement with a coalition of state attorneys general addressing child safety on social media. Under the terms of the settlement, Meta is initially obligated to pay $12.7 billion of the total sum. The remaining $5.3 billion is contingent upon TikTok and YouTube collectively contributing the same amount in funds and implementing measures such as a one-hour daily time restriction for teenage users.

Meta communicated to TikTok on Wednesday that the ads would not be accepted, citing TikTok’s policy guidelines. In response, Meta issued a statement emphasizing the need for the platforms to align with the standards set in the settlement and expressed hope that TikTok and YouTube would act accordingly to protect young users.

TikTok declined to comment on the situation when contacted. The incident highlights ongoing tensions among major social media companies over responsibilities related to safeguarding adolescent users on their platforms.