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TikTok’s signature features that hooked users around the world are its algorithm and endless scroll. Now, though, the European Union has called those aspects of the app illegal and may order the company to alter them.
“Today, the European Commission preliminarily found TikTok in breach of the Digital Services Act for its addictive design,” the EU’s regulator said in a press release. “This includes features such as infinite scroll, autoplay, push notifications, and its highly personalized recommender system.” It said that TikTok failed to put up safeguards to ensure that those “addictive” features don’t “harm the physical and mental wellbeing of users,” including minors.
“For example, by constantly ‘rewarding’ users with new content, certain design features of TikTok fuel the urge to keep scrolling and shift the brain of users into ‘autopilot mode’. Scientific research shows that this may lead to compulsive behaviour and reduce users’ self-control,” the regulators stated.
TikTok’s current parental controls and features to limit screen time are insufficient, the Commission added, and TikTok may need to modify them. The platform may also be required to limit its infinite scroll and adjust its recommendation algorithms.
The EU Commission will give TikTok an opportunity to rebut the findings and the company said would use “any means available” to challenge them. “The commission’s preliminary findings present a categorically false and entirely meritless depiction of our platform,” the company told The New York Times in a statement.
Europe opened its wide-ranging investigation against TikTok in February 2024 and has already found the company at fault for its data sharing practices and advertising transparency. If found guilty of violating the DSA, TikTok faces a fine up to six percent of its annual worldwide turnover.
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