Temu, the Chinese e-commerce platform, has changed its digital advertising policy after a difficult period in the US market. In recent months, the company had significantly reduced its investment in online advertising, especially in giants like Meta and Google, in response to falling sales and the new regulatory environment.
This drastic measure resulted in Temu disappears from the ranking of the main digital advertisers in the United StatesAt the same time, the brand experienced a significant reduction in its active user base and in the demand for its products, also affected by the new tariffs imposed on Chinese imports.
Resumption of digital advertising campaigns
With the arrival of the second half of 2025, the company has decided to reactivate its digital ad buying on Meta and GoogleIndustry sources indicate that this strategy seeks to regain visibility in an environment where competition for user attention is fierce and online consumption continues to change constantly.
The return to advertising investment coincides with intense regulatory movements in both the United States and Europe. In the US, Temu and other Asian platforms have had to adapt to more restrictive trade policies, while in Europe, authorities are already beginning to debate new laws to control the activities of large foreign e-commerce firms.
Global context: regulatory pressure and new challenges
El The global environment for Temu is not easy.After months of spectacular growth, the slowdown in sales forced them to rethink their strategies. For example, In the United States, Temu's user base halved between March and June., currently standing at around 41,4 million, and digital ad spending fell by 87% over that period.
In the midst of this scenario, the company has opted for diversify its focus and seek new niches outside of AmericaIn Europe, especially in countries like France, Spain or Germany, The platform has managed to considerably increase its number of users, supported by a steady demand for low-cost products and lower tariff pressure to date.
Europe as a new advertising bastion
La strategy to advertise again on key platforms such as Meta and Google It is particularly important in the European market, where Temu has experienced growth of over 70% in some countries in recent months.
However, the situation could change sooner rather than later: The French Senate recently passed a law seeking to regulate large foreign fast fashion operators., posing additional challenges to Temu's sustained expansion on the continent.
The revival of digital campaigns is a response to the loss of prominence in the United States and also to the window of opportunity offered by Europe, which is currently undergoing a debate on the balance between competition, regulation, and protection of local commerce.
As Temu resumes its commitment to online advertising, the company's management will look Quickly adapt to constant market changes and regulatory standards, trying to maximize its presence in the digital spaces where consumers make most of their purchases.