Brussels, February 19, 2024 – The European Union has launched a formal investigation into Chinese-owned social media giant TikTok, raising concerns about the platform’s potential violation of user privacy regulations, its impact on children’s safety, and its use of addictive design tactics. This comprehensive probe marks a significant step in the EU’s growing scrutiny of big tech companies and their influence on European citizens.
The investigation, announced by the European Commission, focuses on four key areas:
- Protecting children: The EU will evaluate the effectiveness of TikTok’s age verification measures in preventing underage users from accessing inappropriate content. Concerns revolve around potential loopholes and the ability of younger users to bypass restrictions.
- Transparency of advertising: The probe will examine whether TikTok is transparent about how targeted advertising works on its platform and whether users have sufficient control over their data used for ad personalization. Concerns include unclear labeling and limited user options.
- Data access for researchers: The EU aims to assess the level of access granted to researchers studying online safety and other public interest issues on TikTok’s platform. Lack of access hinders understanding of user behavior and potential risks.
- Addictive design: The investigation will explore whether TikTok’s algorithmic design employs techniques that exploit user psychology and potentially lead to harmful content consumption patterns. Concerns focus on “rabbit hole” effects and excessive screen time, particularly for younger users.
This investigation comes after TikTok implemented preliminary measures to comply with the EU’s Digital Services Act (DSA), which came into effect in November 2023. The DSA aims to create a safer online environment by regulating content moderation, transparency, and user rights. TikTok introduced features like an option to opt out of personalized algorithms and new reporting options for harmful content.
However, the EU Commission continues to harbor doubts regarding the effectiveness of these measures and seeks a deeper understanding of the platform’s practices. “We need to ensure that TikTok respects the rules of the Digital Services Act, especially when it comes to protecting minors and vulnerable users,” said Margrethe Vestager, Executive Vice-President for a Europe Fit for the Digital Age.
The investigation carries significant potential consequences for TikTok. If found in violation of the DSA, the company could face hefty fines and forced changes to its practices. Furthermore, the probe could set a precedent for future regulatory actions against other social media platforms operating in the EU.
The investigation is ongoing, and the Commission has not set a definitive deadline for its completion. However, this development highlights the EU’s growing determination to hold big tech accountable for its impact on users and ensure a safe and ethical online environment.
