European regulators have taken aim at TikTok, alleging the video platform deliberately uses addictive design tactics. The European Commission said TikTok’s core features create risks for user well-being, particularly for young people.
The probe, conducted under the EU’s Digital Services Act (DSA), focused on elements like the endless scroll of videos, automatic playback, and notification alerts. Officials also challenged the algorithm that decides what content users see next.
According to the European regulators, TikTok failed to properly evaluate how these design choices could encourage compulsive behavior. The platform’s engaging, reward-based flow can undermine a user’s self-control, regulators stated, pointing to data on nighttime usage and frequent app openings as evidence.
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To address these concerns, the EU has demanded significant changes. TikTok must deactivate the infinite scroll mechanism, introduce more forceful breaks for screen time, and adjust its recommendation technology to lower risks. The platform already provides some screen-time tools and parental controls, but the European Commission deemed them ineffective because they are easy to ignore or complicated to set up.
TikTok has firmly rejected the accusations. A company spokesperson said the findings were “incorrect and without merit,” and pledged to contest them through all available options.