EU Commission Criticizes TikTok for Addictive App Design and Potential Regulatory Breach

The European Commission has issued a preliminary decision indicating that TikTok's platform design may violate the Digital Services Act (DSA) due to features that foster addictive user behaviors. TikTok, a widely used video-sharing app originating from China, has been recognized for its advanced recommendation algorithm, which tailors content streams closely to individual user interests.

From its inception, TikTok's algorithm has meticulously tracked user interactions--such as the duration videos are watched and the frequency of engagement--to refine its content recommendations. This continuous learning system delivers a near-endless feed of personalized short videos, keeping users engaged for prolonged periods. Features such as automatic video playback, infinite scrolling, and persistent push notifications have become integral to the app, encouraging users to return frequently and spend more time within the platform.

According to the European Commission, these app design choices are not incidental but central to TikTok's business strategy. By creating an engaging, highly personalized environment, TikTok aims to maximize user retention and activity, practices often described within the technology sector as increasing 'stickiness.' The Commission's findings highlight concerns that TikTok may have disregarded indicators of excessive or compulsive usage--particularly among younger users--such as prolonged evening and nighttime activity and repeated app launches.

The preliminary ruling states that TikTok's approach to user engagement could be in direct conflict with the DSA, which sets obligations for major digital platforms to ensure user safety and well-being, especially for minors. Failure to comply with these regulations may result in significant financial penalties, with the Commission able to levy fines of up to six percent of the company's global annual revenue.

Regulators emphasize that the required changes for TikTok are fundamental, targeting the core mechanics that have contributed to the platform's global popularity. This could include revising how content is recommended, limiting features that promote continuous engagement, and implementing stronger safeguards for younger users. The Commission has also underscored the importance of transparency and accountability in how such algorithms operate, especially as concerns grow over digital addiction and its impact on mental health.

TikTok's response to these regulatory challenges will be closely monitored, as the platform evaluates whether to alter its core functionalities or contest the Commission's preliminary findings. The outcome of this process is anticipated to have broad implications for the design and operation of social media platforms across the European Union, as regulators seek to balance innovation and user protection in the rapidly evolving digital landscape.

This development is part of the EU's broader strategy to assert greater oversight over large technology companies and ensure compliance with recently enacted digital regulations. Stakeholders across the industry are watching closely to see how TikTok and similar platforms adapt to the new regulatory environment and what future steps the Commission may take to safeguard users from potentially harmful design practices.