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Trump’s Tariff on Cheap Chinese Imports Will Cost Big Tech Billions

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Trump’s Tariff on Cheap Chinese Imports Will Cost Big Tech Billions

The expansion of the loophole for tariff-free shipments of goods nearly a decade ago gave rise to Temu, Shein and other low-cost online retailers offering items straight from Chinese factories at unfathomable discounts.

It also unleashed something else — a cascade of billions of dollars of digital advertising that provided a windfall for Meta, Alphabet and other technology industry giants. Temu and Shein, jockeying for the attention of American shoppers, blanketed seemingly every inch of the internet with their ads. In the last two years, only Amazon spent more on online advertising in the United States than Shein or Temu.

Now, the advertising bonanza might be coming to an end after the demise of the shipping loophole that spurred it.

On Friday, President Trump eliminated the exemption that had allowed goods made in mainland China and Hong Kong valued at less than $800 to enter the United States without being subject to import taxes. For Temu and Shein, this means they are now subject to tariffs of as much as 145 percent to bring over Chinese goods. Last week, Temu started adding “import charges” to certain products, which more than doubled the overall price to buy and ship the items.

A Temu spokesperson said on Friday that the company had stopped shipping products from China directly to customers in the United States, and that its U.S. orders would now be shipped from local warehouses in America, as the business “transitions to a local fulfillment model.” Shein did not immediately respond to an email requesting comment.

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The new tariffs are expected to deal a punishing blow to companies built on selling goods at rock-bottom prices and attracting customers through aggressive online advertising.

Using the slogan “Shop Like a Billionaire,” Temu bought advertising time during the Super Bowl.

Temu’s parent company, PDD Holdings, used a similar strategy for its Chinese e-commerce app, Pinduoduo, in China, spending lavishly on advertising to grow rapidly in a competitive market.

Sky Canaves, a principal analyst for retail and e-commerce at the research firm eMarketer, said the ads from Temu and Shein were once “inescapable” on search, social media and apps. But that is changing.

“They’ve already pulled back their advertising pretty heavily,” she said.

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Over a two-week period starting March 31, Temu spent 31 percent less on U.S. daily advertising on Facebook, Instagram, TikTok, Snap, X and YouTube than its average daily spending on those platforms in the previous 30 days, according to estimates from Sensor Tower, a market intelligence firm. Shein’s daily advertising outlays on its social networks in the United States were down 19 percent over the same two weeks.

Temu and Shein, which had flooded Google in the United States with ads for the goods they sell, started to disappear from the platform in April. On April 5, Temu accounted for 19 percent of all U.S. ads displayed on Google Shopping, but that figure dropped to zero a week later, according to research by Tinuiti, a marketing firm. Shein went from around 20 percent in early April to zero by April 16.

Tinuiti identified the tariffs as the main factor behind the advertising pullback. It said the reduction in spending coincided with the raising of prices by both companies on certain products.

Without the constant advertising presence, Temu’s and Shein’s apps have fallen off the charts of the 10 most downloaded mobile apps in the United States. Temu served about 30 million daily users in the United States, the company disclosed in a lawsuit filed against Shein in 2023.

At Meta, which owns Facebook, Instagram and WhatsApp, some Asian retailers had already reduced their U.S. advertising spending in anticipation of the end of the so-called de minimis exemption, Susan Li, Meta’s chief financial officer, said on a conference call with investors on Wednesday. Some of the spending has been redirected to Meta platforms in other markets, but the spending in April was down from a year earlier, she said. Ms. Li did not name any of the companies.

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Investors were closely watching what Meta said because advertisers from China, led by Temu and Shein, had been one of the company’s fastest-growing segments. Last year, advertisers from China generated $18.4 billion in revenue for Meta, accounting for about 11 percent of its total and more than doubling in size since 2022.

Snap, a social media firm, said that “a subset of advertisers” had cut back on spending because of the changes to the shipping loophole. The company declined to provide a forecast for its current quarter, citing the uncertainty caused by the tariffs. Snap’s shares fell 12 percent after the announcement.

Last week, Philipp Schindler, Google’s chief business officer, said changes to the tariff loophole “will obviously cause a slight headwind to our ads business in 2025,” primarily from Asian e-commerce companies. He also did not identify specific companies.

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In Altadena, a woman is racing to buy land for her business that burned, before developers get it

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In Altadena, a woman is racing to buy land for her business that burned, before developers get it

Shelene Hearring is sprinting against big developers to try to buy a slice of Altadena on Lake Avenue, a part of the unincorporated town she sees as crucial to the community’s identity.

Hearring, who ran Two Dragon Martial Arts Studio for 18 years on Lake Avenue, placed a bid to buy the land after her studio burned down in the Eaton fire in January. The bid was accepted by the landowner this week, and Hearring notified the community that she has until Nov. 25 to raise $600,000 to secure the property.

“We want to maintain the sense of community that we used to have,” Hearring said. Last week big businesses were looking to buy it up. I said no, we gotta have something for our community. We want to get back to where we used to be.”

Hearring’s case is one of the few instances, and possibly the only one, of an Altadena small business owner attempting to buy property they once rented by launching a GoFundMe campaign. When she learned the property was being sold, she realized developers were putting in offers. Now she’s hoping the community will support her efforts to stay in Altadena, as many residents fear the culture and fabric will change as more families move out and developers swoop in.

Across Altadena, the Eaton fire destroyed about 9,000 structures. Among them was the Two Dragon Martial Arts Studio, which one of Hearring’s family members photographed going up in flames. Today the lot has been cleared of debris and sits empty. It’s one of many Black-owned businesses lost in the fire.

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The property at 2490 N. Lake Ave. had housed Hearring’s martial arts studio, a nail salon and other businesses. Before that the building had been the Altadena sheriff’s station, making it a community landmark, she said.

Hearring, who grew up in Altadena, also lost the home she was renting, forcing her to bounce from hotel to hotel until she found stable housing in Arcadia. As soon as she could, she started teaching classes outside at a park to maintain a sense of normalcy, until she secured a space to teach in Altadena. That effort, helped by a fundraising campaign, allowed her to keep paying staff and pay down loans she took out to keep the business afloat during the pandemic.

Altadena has been flooded by investors buying up properties. Melissa Michelson, co-founder and lead organizer of the Altadena Not for Sale movement, is tracking what’s listed, bought and sold. So far, of the 289 properties that have been sold, 168 were bought by limited liability investors and private equity firms, as opposed to 93 purchased by individuals, she said.

“The vultures are out there swarming,” Michelson said, referring to developers and investors looking to turn a profit following the devastation. “They’re not going away.”

Among the more prominent buyers has been Altadena local Edwin Castro, who won a $2-billion Powerball lottery jackpot in 2022 and has been purchasing empty lots under Black Lion Properties LLC, spending $10 million on 15 lots, according to the Wall Street Journal. Castro told the Journal he wants to lead the rebuilding effort in Altadena and intends to sell to families.

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‘The vultures are out there swarming.’

— Melissa Michelson, co-founder and lead organizer of the Altadena Not for Sale movement, referring to developers buying up lots.

Michelson’s group began selling and donating “Altadena Not for Sale” yard signs that now dot empty lots, standing homes and storefronts around town. The group also launched a petition to urge the state Legislature to create greater protections against corporations coming in and buying up properties in the disaster zone. So far the petition has gathered about 1,500 signatures. Another group, the Altadena Dining Club, formed to try to keep local eateries afloat amid a drop in foot traffic around town.

With Hearring’s studio, Michelson said it is exciting to see the community support a small business owner going up against real estate speculators. The homeowners who make up Altadena Not for Sale also are adamant about remaining in the area.

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“This is really unprecedented that a community is coming together like this,” she said.

As of Friday, Hearring had raised about $73,000 online, a far cry from what she needs to purchase the lot. But she said she’s hopeful. She envisions a space not just for her studio, but one where nonprofit groups and young people can come together.

“If we don’t hold the fort down, there will be nothing to come back to,” Hearring said.

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Supreme Court urged to block California laws requiring companies to disclose climate impacts

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Supreme Court urged to block California laws requiring companies to disclose climate impacts

The U.S. Chamber of Commerce and other business groups urged the Supreme Court on Friday to block new California laws that will require thousands of companies to disclose their emissions and their impacts on climate change.

One of the laws is due to take effect on Jan. 1, and the emergency appeal asks the court to put it on hold temporarily.

Their lawyers argue the measures violate the 1st Amendment because the state would be forcing companies to speak on its preferred topic.

“In less than eight weeks, California will compel thousands of companies across the nation to speak on the deeply controversial topic of climate change,” they said in an appeal that also spoke for the California Chamber of Commerce and the Los Angeles County Business Federation.

They say the two new laws would require companies to disclose the “climate-related risks” they foresee and how their operations and emissions contribute to climate change.

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“Both laws are part of California’s open campaign to force companies into the public debate on climate issues and pressure them to alter their behavior,” they said. Their aim, according to their sponsors, is to “make sure that the public actually knows who’s green and who isn’t.”

One law, Senate Bill 261, will require several thousand companies that do business in California to assess their “climate-related financial risk” and how they may reduce that risk. A second measure, SB 253, which applies to larger companies, requires them to assess and disclose their emissions and how their operations could affect the climate.

The appeal argues these laws amount to unconstitutional compelled speech.

“No state may violate 1st Amendment rights to set climate policy for the Nation. Compelled-speech laws are presumptively unconstitutional — especially where, as here, they dictate a value-laden script on a controversial subject such as climate change,” they argue.

Officials with the California Air Resources Board, whose chair Lauren Sanchez was named as defendant, said the agency does not comment on pending litigation.

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The first-in-the-nation carbon disclosure laws were widely celebrated by environmental advocates at the time of their passage, with the nonprofit California Environmental Voters describing them as a “game-changer not just for our state but for the entire world.”

Sen. Scott Wiener (D-San Francisco), who authored SB 253, said at the time that the laws were “a simple but powerful tool in the fight to tackle climate change.”

“When corporations are transparent about the full scope of their emissions, they have the tools and incentives to tackle them,” Wiener said.

Michael Gerrard, a climate-change legal expert at Columbia University, described Friday’s motion as “the latest example of businesses and conservatives weaponizing the 1st Amendment.” He pointed to the Citizens United case, which said businesses have a free speech right to unlimited campaign contributions, as another example.

“Exxon tried and failed to use this argument in 2022 when it attempted to block an investigation by the Massachusetts Attorney General into whether it misled consumers and investors about the risks of climate change,” he said in an email. “Exxon claimed this investigation violated its First Amendment rights; the Massachusetts courts rejected this attempt.”

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Under the Biden administration, the Securities and Exchange Commission adopted similar climate-change disclosure rules. Companies would have been required to disclose the impact of climate change on their business and what they intended to do to mitigate the risk.

But the Chamber of Commerce sued and won a lower court ruling that blocked those rules.

And in March, Trump appointees said the SEC would retreat and not defend the “costly and unnecessarily intrusive climate-change disclosure rules.”

The emergency appeal challenging California’s disclosure laws was filed by Washington attorney Eugene Scalia, a son of the late Justice Antonin Scalia.

The companies have tried and failed to persuade judges in California to block the measures. Exxon Mobil filed a suit in Sacramento, while the Chamber of Commerce sued in Los Angeles.

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In August, U.S. District Judge Otis Wright II in Los Angeles refused to block the laws on the grounds they “regulate commercial speech,” which gets less protection under the 1st Amendment. He said businesses are routinely required to disclose financial data and factual information on their operations.

The business lawyers said they had appealed to the U.S. 9th Circuit Court of Appeals asking for an injunction, but no action has been taken.

Shortly after the chamber’s appeal was filed, state attorneys for Iowa and 24 other Republican-leaning states joined in support. They said they “strongly oppose this radical green speech mandate that California seeks to impose on companies.”

The justices are likely to ask for a response next week from California’s state attorneys before acting on the appeal.

Savage reported from Washington, D.C., Smith from Los Angeles.

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Warner Bros. Discovery modifies David Zaslav’s employment contract — again

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Warner Bros. Discovery modifies David Zaslav’s employment contract — again

Warner Bros. Discovery has modified Chief Executive David Zaslav’s contract for a second time this year to prepare for the company’s proposed breakup.

This month’s alterations were outlined in an SEC filing on Thursday — a week before initial bids are due in the Warner Bros. Discovery auction. Industry sources expect Paramount, Comcast and Netflix to make offers for the embattled entertainment company that owns HBO, CNN, Food Network and the storied Warner Bros. movie and television studios.

Warner Bros. Discovery declined to comment.

The sale kicked off in September when David Ellison-led Paramount made an unsolicited offer for Warner Bros. Discovery — a month after Ellison and RedBird Capital Partners had acquired Paramount from the Redstone family in an $8-billion deal. The company since has made at least three bids — but all were unanimously rejected by the Warner Bros. Discovery board, which viewed them as too low.

Paramount’s most recent solicitation for Warner Bros. Discovery was for $23.50 per share, which would value the company at about $58 billion.

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The external jockeying for Warner Bros. Discovery set the stage for Zaslav and the Warner board to amend his employment agreement. The contract was revised Nov. 7 to clarify that various spin-off configurations would result in the same incentives for Zaslav.

Previously, his contract was amended to outline his compensation and incentives should the Warner Bros. studios and HBO Max spin off from the parent company, as envisioned when Warner announced its breakup plans in June. At the time, Zaslav planned to stay on to run the studios and streaming company, which would be called Warner Bros. in a nod to its historic roots and the pioneering days of the movie industry.

The plan was for the company’s two dozen cable networks, including CNN, TNT, Animal Planet and TLC, to remain behind and the company renamed Discovery Global.

The company is forging ahead with its breakup plans. However, it now plans to spin off the cable channels (Discovery Global) and keep the studios, HBO and the HBO Max streaming service as the surviving corporate entity (Warner Bros.).

“The amendment clarifies that if the separation is achieved by retaining Warner Bros. and spinning off Discovery Global (a ‘Reverse Spinoff’) rather than spinning off Warner Bros. … the Reverse Spinoff will be treated in the same manner … for all purposes of the Zaslav arrangements,” the filing said.

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Previously, the company had envisioned that the split would be complete by Dec. 31, 2026. But a full-blown auction could upset those plans — and the transaction could close at a later date.

Zaslav’s contract was modified to extend his employment through December 2030. Previously, his contract was set to expire in December 2027.

“This extension is intended to secure Mr. Zaslav’s leadership of WBD for the same period that we had contracted to have him serve as the chief executive officer of Warner Bros. following a separation,” the filing said.

The Wall Street Journal was the first to report that nonbinding preliminary bids for the company are due Nov. 20.

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