EU Targets TikTok Over Addictive Design, Could Face Major Fines

Social media platforms are designed to capture user attention, but when that design encourages prolonged, unconscious use, it raises serious concerns. The European Commission has provisionally determined that TikTok is in violation of the Digital Services Act due to features that can foster addictive behavior. This includes continuously loading video feeds, automatic video playback, frequent alert prompts, and highly tailored content suggestions, which could lead to regulatory action and possible financial penalties.

TikTok Design Concerns

The Commission noted that TikTok has not adequately identified or mitigated the risks tied to its platform design. Officials highlighted that the continuous delivery of videos can lead to extended usage without conscious control, affecting users’ overall health and daily functioning. People of all ages may be affected, though younger users, including teenagers and children, are considered especially at risk.

Existing safeguards, such as screen-time limits and parental control options, were judged insufficient. Time-management tools are easily bypassed, while parental controls rely heavily on parents’ availability, technical knowledge, and active supervision, reducing their effectiveness.

EU Calls on TikTok to Reform Platform and Protect Users

The European Commission has called on TikTok to make changes to key parts of its platform, focusing on measures that can reduce excessive use and improve user control :

• Removing features that encourage users to stay on the app for long periods, such as continuously loading video feeds
• Introducing meaningful breaks in usage, including during nighttime, to help users manage their screen time
• Adjusting the content recommendation system to prevent continuous engagement and reduce prolonged viewing

TikTok has been given the opportunity to respond to the EU’s findings, and depending on how the review proceeds, the company could face fines of up to 6% of its global annual revenue, potentially reaching billions. These observations are part of an ongoing investigation into TikTok’s compliance with the Digital Services Act, which was launched on 19 February 2024.

Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security, and Democracy, highlighted the risks of social media overuse, noting that it can significantly impact the development of children and teenagers. She emphasized that Europe’s laws are designed to safeguard young users and protect all citizens in the online environment.

Social media addiction can have detrimental effects on the developing minds of children and teens. The Digital Services Act makes platforms responsible for the effects they can have on their users. In Europe, we enforce our legislation to protect our children and our citizens online.

Henna Virkkunen

Global and Regional Regulatory Pressure

TikTok has faced regulatory pressure in other regions as well. Within the EU, Ireland fined the platform €530 million last year for transferring user data to China. Outside Europe, in the United States, TikTok’s parent company, ByteDance, agreed under the Trump administration to establish a joint venture that would make the U.S. version of the app majority-owned by American investors.

Reflecting these ongoing concerns about user safety and platform oversight, countries around the world are introducing age-based restrictions to protect younger users. Spain plans to block social media access for those under 16, while the UK is considering similar measures. Australia implemented a comparable rule in December 2025, and other nations, including France, Denmark, and Greece, are reviewing minimum age requirements for social media use.