Brands and agencies have apparently been unfazed that a possible TikTok ban in the US could become a reality – until now.

After the Supreme Court expressed skepticism at Friday’s hearing in two cases involving the legality of a ban, agencies are now seriously looking for alternative locations for their clients’ media dollars.

While many wait to see how the chips fall on Jan. 19, when the ban is set to take effect, several agencies told ADWEEK that their contingency plans are well underway, and a handful advised customers to stop spending on the platform.

VML’s influencer marketing shop is apparently stopping all customer spending on TikTok and shifting to alternatives like Instagram and YouTube. “We will turn it back on if something happens in the 11th hour, and we are watching closely,” CEO Mae Karwowski told ADWEEK.

Similarly, Mischief @ No Fixed Address has advised its clients to suspend media spending on TikTok from January 18 to avoid unforeseen investment complications if the ban takes effect the next day.

“While it looks more and more like a ban will be imposed this Sunday, anything could happen after Trump takes office on Monday and the Supreme Court could still surprise us,” said President Kerry McKibbin.

While the Martin Agency continues to post organically on TikTok, it recommends a “brief pause” from paid social networks or partnerships “until more clarity emerges,” according to Ashley Davis Marshall, ECD and head of social engagement, and Erika Wuelfrath, head of social Commitment .

Independent agency Blue Chip is pausing spending on a per-client basis, said Erich Parker, vice president of integrated media, emphasizing that agencies should act now rather than wait to see what happens.

I’ll stick it out

But not all agency leaders believe a ban is imminent. Justin Hayashi, CEO of independent agency New Engen, said: “TikTok’s significant US investments, growing presence and role in the digital economy make a permanent ban unlikely.”

Margot Dukes Eddy, partner and head of social at digital agency Acadia, takes a similar stance. She wrote on LinkedIn that her agency is not yet advising clients to leave TikTok to avoid “sacrificing the billions of users who are highly engaged.”

The independent agency Allen & Gerritsen (A&G) recommends that its clients wait for a decision and slowly concentrate on other platforms.

“Nothing is final yet, and even if U.S.-based brands and users are unable to post, it is unlikely that they will immediately lose access to the app and their existing content,” said Amber Burns, creator relations supervisor at A&G.