Introduction
The European Union has issued a strong warning to TikTok, demanding changes to what regulators describe as the platform’s “addictive design.” Failure to comply could result in fines reaching up to 6 percent of TikTok’s global annual revenue, potentially amounting to billions.
Background / Context
The action follows a formal investigation launched in February 2024 by the European Commission under the EU’s landmark Digital Services Act. The probe focused on whether TikTok adequately assessed and mitigated systemic risks posed by its design, particularly to minors.
In its preliminary findings, the Commission concluded that TikTok failed to properly evaluate the impact of engagement-driven features on users’ mental health and wellbeing.
Technical Details: What the EU Is Challenging
According to regulators, TikTok did not sufficiently address risks associated with several core design elements, including:
- Autoplay functionality that encourages prolonged usage
- Algorithmic content feeds optimised for continuous engagement
- Infinite scroll mechanics enabling rapid, uninterrupted consumption of videos
The Commission stated that these features may contribute to compulsive usage patterns, especially among children and young users
Regulatory Expectations and Proposed Changes
EU officials indicated that TikTok could avoid penalties by redesigning parts of its service within Europe. Suggested measures include:
- Introducing mandatory screen-time breaks, particularly during nighttime use
- Modifying recommendation algorithms to reduce excessive engagement loops
- Disabling or limiting infinite scroll features
“The responsibility for user impact lies with the platform,” said EU tech chief Henna Virkkunen, underscoring that compliance would require tangible product design changes rather than policy statements.
TikTok’s Response
TikTok has rejected the Commission’s assessment, calling it a “categorically false and entirely meritless depiction” of its platform. The company confirmed it will formally challenge the findings during the response phase of the proceedings.
Expert Commentary
Professor Sonia Livingstone of the London School of Economics noted that while TikTok has rolled out safety tools in recent years, these efforts fall short of EU expectations. She added that younger users themselves are increasingly demanding platforms prioritise wellbeing over profit.
Social media analyst Matt Navarra described the move as a turning point, stating that regulators are now targeting “toxic design” rather than focusing solely on harmful content.
Related Incidents and Broader Enforcement
This action against TikTok is part of a wider EU crackdown on major platforms:
- A separate investigation into TikTok over alleged foreign interference in Romanian elections
- A probe into X, owned by Elon Musk, concerning misuse of its AI tool
- A prior €120 million fine against X over misleading verification practices
Analysts view the TikTok case as a warning shot for the entire social media industry.
Impact / Scope
If upheld, the findings could force TikTok to fundamentally alter its European product experience. More broadly, the case signals a regulatory shift away from engagement-first growth models toward enforced responsibility-by-design across the tech sector.
Outlook
The European Commission’s stance suggests that platform architecture itself is now a compliance issue. As enforcement under the Digital Services Act intensifies, social media companies operating in Europe may need to rethink how algorithms, interfaces, and engagement mechanics are engineered from the ground up.
The era of unchecked engagement optimisation appears to be ending, at least within the EU.
Sources
- BBC News
TikTok told to change ‘addictive design’ by EU or face massive fines
https://www.bbc.com/news/technology- - European Commission Press Release
Digital Services Act: Commission sends preliminary findings to TikTok
https://digital-strategy.ec.europa.eu/en/news - European Commission – Digital Services Act Overview
https://digital-strategy.ec.europa.eu/en/policies/digital-services-act - Reuters
EU warns TikTok over addictive design, threatens hefty fines
https://www.reuters.com/world/europe - Financial Times
EU targets TikTok over alleged harm to children from app design
https://www.ft.com/technology
