EU Demands TikTok Alter ‘Addictive Design’ or Face Hefty Fines
The European Union has issued a warning to TikTok, demanding that the platform modify its “addictive design” or face substantial fines. This directive follows an investigation launched in February 2024 by the European Commission, which revealed that TikTok breached online safety regulations.
EU’s Findings on TikTok’s Features
The preliminary investigation concluded that TikTok failed to adequately assess the impact of its features, such as autoplay, on user well-being, particularly for children. The Commission criticized TikTok for not implementing sufficient measures to mitigate these risks.
Status of the Investigation
A spokesperson for TikTok firmly rejected the Commission’s findings, labeling them as “categorically false” and “entirely meritless.” The platform plans to contest the allegations and has been invited to respond to the EU’s concerns.
Depending on TikTok’s response, the European Commission could impose fines reaching up to 6% of the platform’s annual global turnover, which is projected to be in the tens of billions. EU tech chief Henna Virkkunen emphasized that TikTok must alter its service design in Europe to avoid penalties.
Recommended Changes for TikTok
- Implement “screen time breaks” for late-night users.
- Revise algorithms for personalized content delivery.
- Disable the “infinite scroll” feature for video browsing.
Virkkunen underscored that the Digital Services Act holds platforms accountable for their impacts on users, aiming to safeguard children and citizens online.
Expert Opinions
Professor Sonia Livingstone from the London School of Economics noted that while TikTok had introduced some user safety tools, they fell short of EU guidelines. Young users have expressed frustration over the platform’s prioritization of profit over their welfare.
Social media expert Matt Navarra recognized the regulatory findings as a shift in perspective. He stated that this marks a pivotal moment where regulators identify design as a significant issue, moving beyond the focus on toxic content.
Previous EU Investigations and Fines
This is not the EU’s first foray into scrutinizing major tech companies. In December 2024, it investigated TikTok for alleged foreign interference during the Romanian presidential elections. A January inquiry into X, formerly Twitter, followed concerns over the misuse of its AI technology for creating inappropriate content.
Furthermore, in December 2025, the EU fined X €120 million (£105 million) for misleading users about the verification of accounts through its blue tick badges.
Industry Response
Social media analyst Paolo Pescatore described the latest EU directive as a “reality check” for TikTok. He emphasized a larger trend where the market’s focus is shifting from maximizing user engagement to ensuring responsible platform operations. Regulators now possess the necessary tools to enforce these changes effectively.
