EU Demands TikTok to Eliminate Addictive Features and Overhaul Recommendation System
The European Commission has recently accused TikTok of intentionally designing its platform to be addictive, highlighting features such as infinite scrolling, autoplay, and push notifications, along with its recommendation engine. These preliminary findings stem from an investigation into TikTok’s adherence to the European Union’s Digital Services Act (DSA), which aims to ensure online platforms operate responsibly and safeguard user well-being.
Concerns Over User Well-being
The Commission’s investigation revealed that TikTok failed to adequately assess the potential harm its design choices could inflict on users, particularly minors and vulnerable adults. The platform reportedly overlooked critical indicators of compulsive usage, such as prolonged nighttime activity and frequent app openings.
By continuously presenting users with new content, TikTok’s design elements encourage incessant scrolling, potentially leading to compulsive behavior and diminished self-control. Scientific studies support the notion that such design can shift users into an ‘autopilot mode,’ exacerbating these issues.
Mandated Changes to User Interface
In response to these findings, the European Commission has mandated that TikTok implement significant changes to its user interface. These include disabling infinite scroll, introducing screen time breaks, and revising its recommendation system to mitigate addictive behaviors.
TikTok’s Response
TikTok has refuted the Commission’s allegations, describing them as categorically false and entirely meritless. A company spokesperson stated that TikTok intends to challenge these findings through all available means.
Effectiveness of Existing Tools Questioned
Although TikTok offers screen-time management tools and parental controls, the Commission has criticized their effectiveness. The time management features are deemed too easy to dismiss, providing minimal friction to deter excessive use. Similarly, parental controls may be ineffective due to the additional time and skills required from parents to implement them.
Broader Context of Social Media Scrutiny
This development occurs amid increasing global scrutiny of social media platforms. Governments worldwide are intensifying efforts to protect users, especially younger demographics, from the potential harms associated with excessive social media use.
Historical Actions Against TikTok
This is not the first time TikTok has faced regulatory challenges in the EU. In April 2024, the platform suspended a gamification feature in its TikTok Lite app following an EU investigation into its addictive design. By August 2024, TikTok committed to permanently removing this feature from the EU market. Additionally, in March 2024, Italy’s competition authority fined TikTok €10 million for failing to implement adequate content monitoring mechanisms, particularly concerning the safety of minors.
Potential Consequences for Non-Compliance
TikTok now has the opportunity to respond to the European Commission’s preliminary findings. Confirmed breaches of the DSA can result in significant sanctions, including fines of up to 6% of the company’s global annual turnover.
