The European Commission has formally accused short‑form video platform TikTok of deliberately engineering its service to be “addictive,” and has ordered the company to overhaul core elements of its user interface.
Key demands
The Commission’s notice targets four specific design elements: infinite scroll, autoplay of videos, push‑notification prompts, and the platform’s recommendation engine. TikTok must disable infinite scrolling, introduce a user‑controlled “screen‑time” overlay, and redesign its algorithmic feed to give users clearer choice over the content they see.
Potential penalties
If the company fails to comply within the stipulated timeframe, it could face fines of up to 6 % of its worldwide annual turnover – a penalty that would amount to billions of euros for the Chinese‑owned app.
Background
The move follows a broader EU push to curb “predatory” digital practices that exploit users’ attention. In recent years, regulators have scrutinised the psychological impact of endless‑scroll designs and algorithmic recommendation systems that keep users engaged for prolonged periods.
TikTok’s response
In a brief statement, TikTok said it is “committed to the safety and wellbeing of our community” and will “engage constructively with European authorities” to address the concerns. The company has not yet detailed the technical changes it intends to implement.
Implications for the industry
The Commission’s action signals a possible shift in how social‑media platforms will be required to balance engagement‑driven design with user‑centred safeguards. Industry observers note that similar measures could soon be extended to other services that rely on algorithmic feeds and continuous scrolling.
