TikTok has announced that it will be halting a feature on its new app in Europe that rewards users for watching videos. This decision comes after facing pressure from regulators concerned about the addictive nature of the app. The European Union had warned TikTok that its Lite app may have violated digital regulations when it was launched in France and Spain. In response, TikTok has voluntarily suspended the rewards function on TikTok Lite while it addresses the concerns raised by regulators.
The EU had threatened TikTok with an order to suspend the reward features on the app, demanding information about the app and a risk assessment that should have been conducted prior to its launch. European Commissioner Thierry Breton commented on the issue, stating that children should not be used as experimental subjects for social media. The main TikTok app is also under scrutiny in the EU as part of an ongoing investigation into its compliance with the bloc’s Digital Services Act. The investigation is focused on whether TikTok is taking adequate measures to prevent behavioral addictions and other risks associated with its design.
Brussels is particularly concerned about TikTok’s algorithmic systems and whether they may be encouraging addictive behavior. The EU is also questioning the effectiveness of age verification tools put in place to protect minors from accessing inappropriate content on the platform. The decision to suspend the rewards function on TikTok Lite is seen as a proactive step by the company to engage with regulators and address their concerns. TikTok has expressed its willingness to work with the EU Commission and other regulators to ensure compliance with digital regulations.
The suspension of the rewards feature on TikTok Lite is a significant development in the ongoing regulatory scrutiny of social media platforms in Europe. The decision reflects the increasing concerns about the impact of apps like TikTok on users, especially young people. TikTok’s actions are likely to set a precedent for other tech companies operating in the EU, signaling the importance of compliance with digital regulations and the need to address concerns raised by regulators. The company’s response to the EU’s demands demonstrates a commitment to responsible business practices and a willingness to engage with regulators in a constructive manner.
As TikTok navigates the regulatory landscape in Europe, it will be important for the company to continue working with regulators to address any potential issues related to its apps. The decision to halt the rewards feature on TikTok Lite is a step in the right direction, but more may be required to ensure full compliance with EU digital regulations. By actively engaging with regulators and demonstrating a willingness to address concerns, TikTok can build trust with users and authorities alike. The ongoing scrutiny of TikTok in Europe highlights the need for tech companies to prioritize user safety and regulatory compliance in their operations.
