What Was the Issue?
TikTok Lite, a lighter version of the popular TikTok app, introduced a “task and reward” feature earlier this year in France and Spain. This system allowed users to earn points by engaging in various in-app activities, such as watching and liking videos. These points could then be redeemed for Amazon vouchers. The EU was concerned that this rewards mechanism might encourage addictive behavior, particularly among younger users.
TikTok’s Response and Commitment
In response to the EU’s concerns, TikTok temporarily suspended the rewards feature and has now agreed to remove it permanently from the EU market. The company has committed not to reintroduce a similar feature under a different name or as an equivalent alternative. This settlement does not mean TikTok has been found in breach of the DSA, but it does carry significant compliance incentives. Should TikTok fail to adhere to these commitments, the EU could impose fines of up to 6% of the company’s global annual turnover without needing a new investigation.
Thierry Breton, the EU’s internal market commissioner, emphasized the importance of protecting young users, stating, “The available brain time of young Europeans is not a currency for social media — and it never will be.” The Commission will continue to monitor TikTok’s compliance with these commitments through existing DSA enforcement mechanisms.
Ongoing Investigations
While this case is closed, TikTok still faces another investigation related to its main app’s algorithm. This inquiry, announced in February, focuses on concerns about the recommender engine potentially leading users down “rabbit holes” of extreme content and whether TikTok’s age-assurance measures are adequate to protect younger users from inappropriate material. The Commission is also examining TikTok’s transparency in relation to DSA requirements.
My Take
TikTok’s agreement to withdraw its rewards feature from the EU is a positive step towards addressing concerns about user mental health and addictive design practices. It’s clear that the EU is taking a firm stance on ensuring that social media platforms do not exploit users’ time and attention for profit. This move sets an important precedent for how social media companies should balance engagement with ethical considerations.
As TikTok navigates these regulatory challenges, it will be crucial for the company to demonstrate its commitment to user well-being and compliance. The ongoing scrutiny and potential penalties underscore the growing importance of responsible design in the tech industry.
The European Commission has wrapped up its investigation into TikTok Lite’s rewards system, following TikTok’s commitment to permanently remove the feature from its app across the EU. This decision closes the case initiated under the Digital Services Act (DSA), addressing concerns about the app’s impact on young users’ mental health.