EU says TikTok’s video recommendations breach digital rules

The European Commission issued preliminary findings accusing TikTok of breaking the European Union’s Digital Services Act. Regulators said the platform’s For You feed can repeatedly recommend similar videos, potentially exposing users to material about weight loss, isolation, sadness and mental health struggles in ways that may harm wellbeing and body image.

The Commission said TikTok had not adequately assessed how its recommendation system could draw users into harmful “rabbit holes.” The company has introduced tools such as a “not interested” button, but regulators said those controls have not sufficiently reduced recommendations of potentially harmful content.

The EU wants TikTok to make users’ stated preferences more influential, stop relying on viewing time to guide recommendations and make controls easier to find. Commission Executive Vice-President Henna Virkkunen said users could be led into repeated streams of similar videos that are difficult to leave.

TikTok can respond to the preliminary findings before the Commission reaches a final decision. If regulators ultimately find a violation, the company could face a fine of up to 6% of its total annual revenue.

The case is part of a broader EU investigation into TikTok under the Digital Services Act, which began more than two years ago. Earlier this year, the Commission also issued preliminary findings concerning features it said could encourage compulsive use by children and TikTok’s protection of children’s privacy.

EU challenges TikTok’s algorithm over user wellbeing

The European Commission’s preliminary findings put pressure on TikTok to change a recommendation system regulators say can repeatedly direct users toward videos about body image, weight loss and mental health struggles. The EU’s concern is not simply what users choose to watch: it is that the platform’s design may funnel them into harmful patterns while making it difficult to get out.

TikTok has added controls, including a “not interested” option, but the Commission says those measures have not done enough to curb recommendations of potentially damaging material. It wants users’ explicit preferences to matter more, viewing time to stop serving as a recommendation signal and controls to become easier to access.

The findings are preliminary, and TikTok can answer them before a final decision. But the prospect of a penalty of up to 6% of the company’s total annual revenue gives the case real force. Regulators are right to scrutinize whether platforms are doing enough to protect users, including minors, from recommendation systems that may threaten wellbeing.

The action follows earlier EU findings this year about TikTok features regulators said could encourage compulsive use by children and concerns about children’s privacy. The Commission’s broader Digital Services Act investigation has been underway for more than two years.

EU presses TikTok to redesign its recommendation feed

The European Commission is using its digital rulebook to demand changes to TikTok’s core video recommendation feed, arguing that personalized suggestions can lead users into repeated streams of similar content. Regulators say the system may expose people to material about sadness, isolation and body image, and have accused the platform of failing to assess those risks adequately.

The Commission wants TikTok to give greater weight to users’ stated preferences, rely less on viewing time and make its controls easier to find. TikTok has already added a “not interested” button, but regulators say it has not sufficiently reduced recommendations they consider harmful. That leaves the platform facing a broad redesign demand based on preliminary findings, not a final ruling.

TikTok will have the opportunity to respond before the Commission decides whether rules were broken. If the EU ultimately finds a violation, it could impose a fine of up to 6% of TikTok’s total annual revenue. The scale of that possible penalty underscores how much is at stake as regulators seek to shape the design of online services.

The case is part of a wider investigation under the Digital Services Act, launched more than two years ago. Earlier this year, the Commission issued other preliminary findings against TikTok concerning features it said could promote compulsive use by children and the protection of children’s privacy.