The European Union is escalating its scrutiny of TikTok, accusing the platform of employing addictive design features that exploit users, particularly children, and potentially harm their mental wellbeing. The preliminary charges, announced on , stem from a two-year investigation and target core elements of TikTok’s operating model, including infinite scrolling, autoplay, and personalized recommendation algorithms.
According to the European Commission, these features contribute to compulsive app usage. EU spokesman Thomas Regnier stated that the design makes it difficult for users, especially children, to cease using the application, posing significant risks to their mental health and overall wellbeing. The Commission believes TikTok needs to fundamentally alter its service design to address these concerns.
The investigation, launched in , found that TikTok has not adequately assessed the potential harm these features inflict on users, including minors and “vulnerable adults.” The EU’s Digital Services Act (DSA) empowers regulators to enforce stricter standards on large online platforms, demanding they prioritize user safety and mitigate potential harms. Failure to comply can result in substantial fines – up to 6% of TikTok’s global annual turnover.
TikTok has vehemently denied the accusations, characterizing the Commission’s findings as “categorically false and entirely meritless.” The company stated its intention to challenge the findings through all available legal avenues. This response underscores the high stakes involved, as a redesign could significantly impact TikTok’s engagement metrics and revenue model.
The core of the EU’s argument centers on the psychological mechanisms employed by TikTok’s design. Infinite scrolling, for example, removes natural stopping cues, encouraging users to continue consuming content without conscious decision. Autoplay eliminates the need for active engagement, passively feeding users a continuous stream of videos. The highly personalized recommendation system, powered by sophisticated algorithms, further reinforces this cycle by delivering content tailored to individual preferences, maximizing engagement and minimizing the likelihood of users disengaging.
The Commission has proposed several concrete changes TikTok could implement. These include introducing screen time breaks, particularly during nighttime hours, and modifying the recommendation algorithms to reduce the encouragement of excessive content consumption. A key suggestion is disabling infinite scroll, forcing users to actively choose to load more content, thereby reintroducing a degree of conscious control.
This case marks the first formal investigation against TikTok under the DSA, signaling a broader effort by the EU to regulate the practices of large technology companies. The Commission highlighted particularly concerning data regarding teenage usage, noting that TikTok is the most frequently used platform by individuals aged 13 to 18 after midnight. Approximately 7% of children aged 12 to 15 are reported to spend four to five hours daily on the app.
The EU’s concerns extend to TikTok’s handling of indicators of compulsive use, specifically the duration of children’s app usage late at night. Existing time management and parental control features are deemed insufficient, as they are easily circumvented by young users or are overly complex for parents to effectively implement. This highlights a broader challenge in balancing platform accessibility with responsible design.
While some European countries are considering stricter age restrictions for social media access, the EU’s approach prioritizes making platforms inherently safer through design modifications. This strategy aims to address the root causes of addictive behavior rather than relying solely on restrictive measures.
Beyond the DSA investigation, the European Commission is also conducting a separate inquiry into alleged foreign interference in the Romanian presidential election at the end of , potentially involving TikTok. However, the Commission has acknowledged TikTok’s cooperation in this separate investigation, suggesting a willingness to engage with regulators on certain issues.
The outcome of this case will likely have far-reaching implications for TikTok and the broader social media landscape. If the Commission’s findings are confirmed, TikTok faces substantial financial penalties and a mandate to fundamentally redesign its platform. More broadly, the case could set a precedent for stricter regulation of addictive design features across all major social media platforms, forcing companies to prioritize user wellbeing over engagement metrics.
