TikTok has recently agreed to discontinue a rewards feature that sparked significant concerns within the European Union (EU). This feature was criticised for potentially promoting excessive screen time, especially among children. The decision was announced by the EU’s executive commission on Monday, marking a critical development in the EU’s ongoing efforts to regulate digital platforms more effectively.
This resolution represents the first significant outcome of an investigation under the EU’s Digital Services Act (DSA), a comprehensive regulation introduced in February. The DSA aims to create a safer and more accountable online environment by imposing strict rules on large digital platforms operating across the 27-member states. TikTok’s decision to withdraw the feature is noteworthy as it comes without an admission of violating the DSA. However, the European Commission has made the withdrawal legally binding, sending a powerful message to the broader social media industry.
Margrethe Vestager, the European Commissioner for Digital Affairs, emphasised the broader implications of this decision. She stated, “Design features on platforms with addictive effects put the well-being of their users at risk. That’s why we have made TikTok’s commitments under the DSA legally binding.” This statement underscores the EU’s commitment to holding tech companies accountable for the potential harmful effects of their features, particularly on vulnerable users like children.
The case centres around TikTok Lite, a version of the app designed for users with limited bandwidth, primarily launched in Spain and France. This version included a feature allowing users to earn points by engaging in activities such as following creators, liking content, or inviting friends to join the platform. These points could then be exchanged for Amazon vouchers and PayPal gift cards. While TikTok claimed that these rewards were restricted to users aged 18 and older, with a required age verification process, the feature raised concerns about its addictive potential, especially since users could earn rewards by watching up to one hour of videos per day, with a daily reward cap equivalent to one euro.
The European Commission launched an investigation in April, questioning whether TikTok had conducted a thorough assessment of the feature’s potential addictive effects as required by the DSA. A critical point of concern was the suspected inefficiency of TikTok’s age verification mechanisms, which might have allowed underage users to access and be influenced by the feature. The investigation’s findings led to TikTok’s decision to withdraw the rewards feature, albeit without admitting to any wrongdoing.
Despite the resolution of the TikTok Lite investigation, the platform remains under scrutiny by the EU. An earlier probe is still active, focusing on broader issues such as the protection of minors, transparency in advertising, access to data for researchers, and mitigating risks associated with behavioural addiction and harmful content. These ongoing investigations indicate that TikTok, like many other digital platforms, will continue to face stringent oversight in the EU.
The resolution of this case sets a precedent for how the EU intends to enforce the DSA moving forward. By making TikTok’s commitment legally binding, the EU has demonstrated its willingness to take decisive action against digital platforms that potentially endanger the well-being of their users. This approach is likely to have a ripple effect across the tech industry, compelling other platforms to review and possibly revise their features to comply with the DSA’s stringent requirements.
As the EU continues to grapple with the challenges of regulating a rapidly evolving digital landscape, this case highlights the increasing importance of user safety and the role of regulators in ensuring that large platforms are held accountable for their actions. The coming months will be critical in determining how other platforms respond to the EU’s regulatory stance and what further measures may be taken to protect users, particularly children, from the negative impacts of addictive digital content.
