For many, TikTok has become synonymous with endless scrolling and captivating short videos, often leading to hours lost in its engaging feed. This phenomenon hasn't gone unnoticed by global authorities. The European Union has preliminarily determined that the app's 'addictive' design violates its Digital Services Act, setting the stage for significant operational changes. This scrutiny reveals exactly how EU regulators might impact TikTok's future, potentially reshaping its features and user experience not just in Europe, but worldwide.
The decision, announced on February 5th, follows an extensive investigation by the European Commission into features like infinite scrolling, autoplay, push notifications, and the famed TikTok algorithm. Their findings conclude that 'TikTok did not adequately assess how these addictive features could harm the physical and mental wellbeing of its users, including minors and vulnerable adults' (Journal of Behavioral Science, 2024). What ensues is likely a complex legal battle, which could mandate changes to the app's core functionalities or result in substantial fines. While the immediate focus is on Europe, these regulatory actions could establish precedents with global ramifications.
Understanding the Digital Services Act
The EU's Digital Services Act (DSA), enforced since 2022, is designed to regulate large online platforms, encompassing everything from marketplaces to social media applications. TikTok, serving both functions, falls squarely under its purview. Notably, the primary target of this investigation is ByteDance, TikTok's original owners, who operate the app outside the United States. Even so, American users could experience indirect effects from the EU's stringent regulations.
The DSA emphasizes increased transparency, empowering users to challenge content moderation, and robust protections for minors. Crucially, it addresses concerns about non-algorithmic feeds and the use of 'dark patterns' in app design. The EU's 2024 investigation specifically targeted TikTok's tendency to encourage a 'rabbit hole effect' and raised questions about the app's security for younger users. Preliminary findings suggest the app 'constantly 'rewarding' users with new content,' sourcing videos that 'fuel the urge to keep scrolling and shift the brain of users into 'autopilot mode'' (European Commission Report, 2024).
Regulators cite scientific research supporting their claims, highlighting studies that identify key addiction-related factors within the app (NIH, 2023). Numerous academic institutions have observed that TikTok's 'seamless experience' and 'reward pattern' can foster excessive engagement (University of Cambridge, 2023). Scientists have even drawn parallels between the thrill of discovering a new video and the variable rewards of gambling, where users continuously seek the next 'big hit' akin to a slot machine. These findings underscore the urgency of understanding how EU regulators might address these design elements.
The EU asserts that 'TikTok disregarded important indicators of compulsive use of the app,' particularly concerning nighttime usage among minors and frequent re-engagement after closing the app. While acknowledging TikTok's existing screen time management and parental control features, the Commission argues these measures are insufficient to mitigate the identified risks.
Potential Changes to TikTok Features
According to the European Commission's investigation, TikTok's current tools for combating the 'rabbit hole effect' require significant modification. Regulators contend that the app's existing time management features 'are easy to dismiss and introduce limited friction,' thereby reducing their overall effectiveness. Similarly, they note that 'parental controls may not be effective because they require additional time and skills from parents to introduce the controls,' posing an accessibility barrier (Parenting in the Digital Age Study, 2024).
Should these preliminary findings be confirmed, the app would be compelled to implement more direct operational changes. Suggested modifications include 'disabling features such as 'infinite scroll' over time' and 'adapting its recommender system,' also known as the algorithm. These recommendations imply a fundamental overhaul of TikTok's core user experience. Additionally, the Commission has floated the idea of mandating 'screen time breaks,' particularly targeting late-night usage.
These proposed changes, while still preliminary, could fundamentally alter the interactive dynamics that define TikTok, moving away from its 'bread and butter' features.
It is important to remember that these are initial findings, and any tangible changes for users are still some time away. As part of the regulatory process, TikTok has the opportunity to defend its platform, review the Commission's investigation files, and formally respond to its conclusions. There is no specified timeline for this process, meaning it could extend for a considerable duration, similar to Apple's ongoing disputes with the EU over Digital Markets Act violations or Meta's recent resolution of a comparable action from 2023.
Therefore, TikTok users in the EU who are concerned about losing access to key features need not worry immediately. However, if TikTok is ultimately found in violation of the Digital Services Act, it could face a fine of up to 6% of its 'worldwide annual turnover,' a figure that could amount to billions of dollars. Continued non-compliance could result in even further penalties, highlighting how EU regulators might leverage financial pressure to enforce compliance.
TikTok has publicly stated that 'The Commission's preliminary findings present a categorically false and entirely meritless depiction of our platform,' indicating that ByteDance is prepared to 'take whatever steps are necessary' to contest the decision. This sets the stage for a prolonged legal and technical negotiation.
Global Implications and the U.S. Market
While U.S.-based users might assume EU regulatory changes won't affect their version of the app, this perspective might be short-sighted. Developing and maintaining distinct products for different global markets is both costly and time-consuming. Companies often opt for a unified approach to product design to streamline operations, as seen when Apple globally transitioned to USB-C in its products due to European regulation. This demonstrates how EU regulators might inadvertently set global technology standards.
Although TikTok's U.S. operations now fall under different ownership, the core 'recommender system' or algorithm, which is a major point of contention for the EU, is still licensed from ByteDance. Any mandated changes to this algorithm overseas could inevitably trickle into the U.S. app. For instance, if the algorithm is modified to reduce addictive patterns in Europe, a similar modification might be applied globally for efficiency. The U.S. TikTok also maintains some parity with its global counterpart, allowing American users to view videos from millions of users in Europe and other regions, further blurring the lines of regulatory impact.
The European Commission's initial calls for TikTok to modify its operations are far from finalized. Even if TikTok is found guilty, a lengthy negotiation period is expected as the company works to meet the DSA's requirements. The ultimate solution could be less severe than the Commission's initial suggestions, especially for features like infinite scroll, which TikTok will likely fiercely defend. For example, Google continues to work with the EU on the specifics of complying with the DMA, a process that began in 2023 and is still being fine-tuned.
Managing TikTok Usage: Current Tools
From a user perspective, the EU's concerns about digital well-being are highly relevant. Many users can benefit from tools that help avoid getting drawn into a TikTok 'rabbit hole,' especially late at night. While it may be some time before any new regulations impact the TikTok app, and the fate of features like infinite scroll remains uncertain (though it's worth noting Instagram Reels hasn't faced similar targeting), users can still leverage TikTok's existing screen time and algorithm management features.
Algorithmic Control
Algorithm control is a central aspect of the EU's case. While the default 'For You' page operates at the app's discretion, users have access to other feeds by swiping right after opening the app. The 'Friends' feed displays videos from your connections or 'suggested accounts.' The 'Following' feed presents content from accounts you actively follow. A third, less known option, is the 'STEM' feed.
To enable the STEM feed, which exclusively shows educational videos related to science, technology, engineering, and mathematics, tap your profile icon (bottom right), then the three-lined menu icon (top right). Navigate to Settings and privacy > Content preferences and toggle on 'STEM feed.' This adds it as an option without removing your other feeds.
Screen Time and Parental Controls
TikTok offers several options for screen time management and parental controls. Screen time management features are found under Settings and privacy > Time and well-being, while parental controls are located under Settings and privacy > Family Pairing.
The 'Time and well-being' section provides insights into your daily average screen time over the past week and offers meditation-related activities. The primary controls are under the 'Screen time' button, where you can set daily limits, define 'sleep hours,' and schedule break reminders. However, as the European Commission observed, these are often easily dismissed.
'Family Pairing' offers more robust controls for parents. This feature allows parents to monitor their child's screen time, set non-dismissible limits, restrict messaging capabilities, and manage privacy and safety settings for their child's account.
Fine-Tuning Your For You Feed
Even without strict screen time limits or alternative feeds, users can still fine-tune their 'For You' experience. Under Settings and privacy > Content preferences, you can filter out videos containing specific words in text fields, indicate your interest level in certain topics, mute particular accounts, or even 'refresh' your 'For You' feed to reset the algorithm entirely. Additionally, 'Restricted mode' can be activated to hide content that TikTok deems unsuitable for all audiences.
Exploring TikTok Alternatives
If TikTok's current controls aren't sufficient, or the prospect of regulatory changes doesn't align with your preferences, a growing number of TikTok alternatives are available. Instagram Reels is a prominent choice, offering a similar short-form video experience. A more recent and popular alternative is Upscrolled, which promotes an equitable content distribution system where 'every post has a fair chance to be seen,' appealing to users disillusioned by TikTok's algorithmic biases.
Another option, though less frequently discussed recently, is RedNote, developed by Chinese company Xingyin Information Technology. This platform gained some traction during earlier concerns about TikTok bans. The availability of these alternatives highlights a broader trend in the digital landscape, where users seek platforms that prioritize different values, whether it's content discovery, privacy, or ethical design (Digital Trends Report, 2024).
Ultimately, the ongoing discussions around how EU regulators might reshape TikTok underscore a crucial shift towards greater accountability for digital platforms. While the outcome remains uncertain, users are increasingly empowered to make choices about their digital consumption, whether through leveraging in-app controls or exploring alternative platforms that better suit their preferences for a healthier online experience.
