The European Union has issued a stark warning to TikTok, demanding the social media giant address its inherently “addictive design” or face substantial financial penalties. This isn’t a gentle request; it’s a formal notice stemming from a rigorous two-year investigation into the platform’s impact on its users.
EU officials have determined TikTok hasn’t adequately protected its users, particularly young people and children, from features engineered to promote endless scrolling and compulsive engagement. The investigation reveals a pattern of prioritizing user retention over wellbeing, raising serious concerns about the platform’s responsibility.
At the heart of the issue are features like infinite scroll, autoplay, constant push notifications, and TikTok’s powerful, personalized algorithm. Regulators argue these elements actively “fuel the urge to keep scrolling,” potentially jeopardizing the physical and mental health of users, including those most vulnerable.
The commission’s report highlights TikTok’s failure to thoroughly assess the impact of these features on younger users. Disturbingly, the platform seemingly disregarded warning signs, such as excessive late-night usage by children, demonstrating a lack of proactive safety measures.
EU tech chief Henna Virkkunen delivered a direct message: TikTok must fundamentally alter its app’s functionality within Europe. The demand isn’t for minor adjustments, but a comprehensive redesign focused on protecting minors and safeguarding their wellbeing.
Specific changes requested include limiting infinite scroll, implementing mandatory screen-time breaks – especially during nighttime hours – and refining the recommendation algorithm to prioritize user wellbeing over engagement metrics. These changes aim to disrupt the cycle of compulsive use.
This investigation marks the first formal probe against TikTok under the EU’s Digital Services Act (DSA), a landmark law designed to rein in the power of Big Tech. The DSA represents a broader effort to hold these companies accountable for the impact of their platforms.
Despite some cooperation from TikTok during the investigation, regulators were critical of the platform’s response to clear indicators of compulsive use, particularly among children. Existing screen-time management tools were deemed easily bypassed, even by young users.
Parental controls were also found to be overly complex, requiring a level of technical expertise that many parents simply don’t possess. This creates a significant barrier to effective monitoring and protection of children’s online activity.
The findings arrive amidst ongoing debates across Europe regarding restrictions on social media access for younger teenagers. This investigation could accelerate the push for stricter, EU-wide regulations to protect vulnerable users.
Virkkunen emphasized a vision of platforms designed with safety as a core principle, rather than relying on restrictive age limits. The goal is to create an online environment that is inherently safe for all users, regardless of age.
TikTok now has the opportunity to review the EU’s evidence and present a defense. However, if the findings are confirmed, the company could face a hefty fine – up to 6% of its total worldwide annual turnover – a significant financial blow.
