In a sweeping early assessment, the Commission flagged TikTok’s autoplay, infinite scroll, push notifications, and recommendation engine as features that may drive compulsive behavior—particularly among minors.
The EU says TikTok didn’t do enough to evaluate or mitigate these risks, and now the platform could face major consequences under the bloc’s Digital Services Act (DSA), including a fine of up to 6% of its global annual turnover.
This article explores the EU’s preliminary findings, why they matter for social platforms globally, and what marketers should watch as regulation tightens.
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Patrecia Meliana
What the EU says TikTok got wrong
According to the European Commission’s preliminary findings, TikTok’s core design choices actively encourage compulsive use. Features like infinite scroll, autoplay videos, and hyper-personalized recommendations keep users glued to the screen. The Commission argues in a statement that these design choices shift users into “autopilot mode,” making it difficult to disconnect.
The EU’s investigation found TikTok failed to adequately assess the impact of these features, especially on minors and vulnerable adults. For example, the company reportedly disregarded warning signs like late-night usage patterns and frequent app openings—two indicators of potential digital overuse.
The Commission said TikTok’s existing safety tools, including screen time limits and parental controls, are too easy to dismiss and require too much effort from users or parents to be effective.
To comply with the DSA, TikTok may now be required to redesign key aspects of its interface. That could include disabling infinite scroll, introducing stronger screen time breaks (especially at night), and changing how its algorithm serves up content.
How TikTok is responding
TikTok has firmly denied the EU’s findings, calling them “categorically false and entirely meritless.” A company spokesperson stated it will challenge the claims “through every means available.”
The platform already offers some user well-being features, such as screen time tracking and parental controls. But the Commission says these efforts don’t go far enough to reduce addictive behavior. The tools currently in place reportedly introduce too little friction and are too easy to bypass—undermining their protective intent.
TikTok now has the opportunity to respond in writing to the Commission’s preliminary views. In the meantime, the European Board for Digital Services will be consulted. If the findings are confirmed, the Commission could issue a non-compliance decision with significant financial penalties.
Patrecia Meliana
What marketers should know
Whether or not TikTok ultimately faces fines, this development signals a clear shift in how governments approach platform responsibility. For marketers, especially those targeting Gen Z audiences in Europe or the US, this comes with strategic and reputational implications.
Here’s what to keep in mind:
- Plan for design and algorithmic changes
If TikTok modifies its recommendation engine or limits infinite scroll, user engagement patterns could shift. This may affect ad performance, watch time, and organic reach.
- Audit your youth marketing strategy
With governments from Australia to the US cracking down on underage social media use, marketers should review how they segment and target younger audiences—particularly when relying on TikTok or Instagram.
- Diversify content distribution
Overreliance on one platform, especially one under regulatory threat, is risky. Marketers should consider spreading content and spend across multiple channels to future-proof their strategy.
- Watch the ripple effect
Even if TikTok beats these allegations, the case sets a precedent. Other platforms with similar UI mechanics (like YouTube Shorts or Instagram Reels) could face similar scrutiny.
As regulatory pressure mounts, marketers will need to navigate an environment where platform design—and its psychological impact—are no longer a product choice but a compliance issue.
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