In an effort to combat a potential ban in the United States, popular social media platform TikTok has more than doubled its advertising spend to over $4.5 million. The increase in ad spend is part of a campaign launched by TikTok's parent company, ByteDance, to ensure the app's continuity in the U.S. market.

Since March, TikTok has spent over $2.5 million on television ads alone, according to data from AdImpact. Additionally, close to $900,000 has been allocated towards digital advertisements. The data from late March reveals that TikTok initially purchased $2.1 million in advertising.

The urgency surrounding TikTok's ad campaign stems from congressional efforts to expedite the divestment of the social media app by ByteDance. The House of Representatives recently tied a bill to provide further aid to Ukraine and Israel with legislation that would require ByteDance to divest TikTok within nine months. Failure to comply would result in the app being banned in the U.S.

Senate Commerce Committee Chair Maria Cantwell, D-Wash., voiced support for the bill, which would grant ByteDance additional time to divest TikTok. The House is expected to vote on the bill soon, and President Joe Biden has expressed his willingness to sign it into law.

TikTok's increased ad spend is seen as a last-ditch effort to rally support and counter the mounting pressure from Congress. The app, which boasts over 150 million U.S. users, has strategically focused its advertising efforts in key battleground states such as Nevada, Montana, Wisconsin, Pennsylvania, and Ohio. These states have vulnerable Senate Democrats running for re-election, giving TikTok an opportunity to leverage its advertising campaign.

The advertisements launched by TikTok emphasize how American businesses rely on the platform to promote their brands. One of the ads, titled "Keep It," highlights the hashtag #KeepTikTok as it appeals to the importance of maintaining the app's presence. Another ad, called "Freedom Of Speech," stresses the value of open expression.

TikTok's previous actions to mobilize users in the face of a potential ban include encouraging them to contact their congressional representatives and oppose the earlier House bill. The number of calls made to lawmakers surged following this campaign.

As of now, TikTok has not provided any comment regarding its enhanced ad spend or the ongoing developments in Congress. With the bill receiving support in the Senate, the increased advertising efforts by TikTok may prove crucial in shaping the outcome of its battle to remain operational in the United States.

(Note: The text provided in the context has been edited for clarity and conciseness.