The EU Pressures TikTok to Change Addictive Design Amid Addiction Concerns

In Focus

• The regulators in the EU investigated TikTok’s algorithm design
• Preliminary findings show the platform does little to assess impact on mental health
• EU regulators claim TikTok ignores signs of compulsive use of the platform

The EU says video streaming platform TikTok’s addictive features like infinite scrolling and autoplay violate digital rules. According to ABCNews, TikTok’s EU charges come after regulators found that the video streaming company had done little to assess the impact that these features could have on the mental and physical health of users.

“Social media addiction can have detrimental effects on the developing minds of children and teens,” European Commission’s VP for Tech Sovereignty, Security and Democracy, Henna Virkkunen noted in a press statement.

The EU Charges Affect TikTok’s Algorithm

EU’s preliminary findings affect TikTok’s operating algorithm. Regulators in the region hold that TikTok should adjust the design of its video streaming algorithm. The European Commission enforces the Digital Services Act, which requires social media platforms to protect users or face heavy penalties for violations.

But TikTok has denied EU’s allegations and termed the findings a false representation of its platform.

“The Commission’s preliminary findings present a categorically false and entirely meritless depiction of our platform, and we will take whatever steps are necessary to challenge these findings through every means available to us,” the Social Platform said as reported by ABCNews.

The EU accuses TikTok of addictive design weeks after the platform announced plans to introduce an age-verification system in the region. The video streaming company has an opportunity to respond to the initial regulatory findings. The move resulted in a non-compliance decision by the agency and a possible fine of up to 6% of its annual revenue.

Regulators Accuse TikTok of Inadequate Measures

According to the European Commission, TikTok’s design increases the urge for continuous scrolling by rewarding users with new content. This aspect leads to loss of self-control in the use of the platform.

The Commission further accused TikTok of ignoring signs of compulsive use of the platform from users. These signs include how much time minors spend on the app at night and how frequently they use it. The regulator said TikTok had failed to establish reasonable and proportionate measures to mitigate the risk of addiction on its platform.

On its part, TikTok argues that its platform provides varying tools to users. These include sleep reminders and screen time limits that enable users to make intentional choices on how they use the app.

Growing Push to Prevent Social Media Addiction

The findings of EU’s TikTok investigations are among the growing efforts to rein in on social media platforms over teen addiction. In Australia, the government banned social media access for children below the age of 16.

TikTok was among the platforms that committed to comply with the country’s social media ban law. Multiple European countries, including Spain, Denmark, and France, are considering taking similar measures.

In the U.S, TikTok has faced legal suits in different states over its addictive algorithm. Earlier this year, the video streaming platform settled a social media addiction media lawsuit. The company had been sued alongside Google’s YouTube and Meta’s Instagram for harming children deliberately.