EU Demands TikTok Overhaul 'Harmful' Algorithm, Threatens Massive Fines Under Digital Services Act

The European Union has issued a stern directive to TikTok, ordering the social media giant to overhaul the algorithm that powers its "For You" feed. Brussels has threatened significant fines if the platform fails to comply, citing violations of the EU’s Digital Services Act.

The EU's preliminary findings accuse TikTok of creating "harmful 'rabbit holes' effect" by continuously feeding users similar video clips based on their past viewing and liking habits, even if the content is distressing. European Commission Executive Vice President Henna Virkkunen stated, "Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same, leading users down rabbit holes they cannot easily escape from." She added, "Today’s preliminary findings show again that TikTok needs to step up its efforts to protect users’ well-being, including those of minors."

According to the EU, this algorithmic design results in users being "endlessly" exposed to content related to "sadness, isolation or body image." While the EU acknowledged that TikTok has made some changes to address these risks, it deemed the modifications insufficient.

TikTok has refuted the EU's conclusions, calling them "fundamentally inaccurate and distort our platform’s architecture and our commitment to user safety." A spokesperson for the company asserted that TikTok has "a strong record of protecting our community while giving users direct and intuitive control over their content experience."

Regulators indicated that fines for the Chinese-owned platform could reach up to 6 percent of its global revenue if the issues are not resolved. TikTok will have the opportunity to present its response before the European Commission renders a final decision.

This action follows recent efforts in countries like France, Spain, and England to safeguard minors on social media from issues such as predatory behavior, cyberbullying, deteriorating mental health, and eating disorders, with some nations implementing social media bans for children under 15.

Earlier in February, the EU had already found that TikTok did not adequately assess the potential harm its addictive features could inflict on the physical and mental well-being of users, including minors and vulnerable adults. While the February findings focused on features like notifications, Friday's order specifically targets the algorithm itself, according to a senior EU official. In July, the bloc also accused TikTok of exposing children to risks like cyberbullying and predatory behavior. In the same month, Brussels initiated a similar investigation into Meta, ordering changes to Facebook's and Instagram's feeds due to alleged violations of the Digital Services Act.