EU threatens TikTok with fines over ‘Addictive Design’ 

The European Commission has concluded that TikTok violated the EU's Digital Services Act (DSA) by failing to adequately assess the risks associated with its addictive features, such as infinite or "doom" scrolling. This continuous scrolling design, which keeps users "hooked on the app for hours," has been the subject of an investigation.

The findings, announced by the commission on Friday, has prompted discussion of implementing strict digital regulations. The company has been ordered to remove these addictive features, and if it fails to modify its app in response to the findings, it will face a substantial fine under the EU's rules governing excessive and harmful practices on large social media platforms. 

“The Commission's investigation preliminarily indicates that TikTok did not adequately assess how these addictive features could harm the physical and mental well-being of its users, including minors and vulnerable adults,” reads a statement from the commission. “For example, by constantly ‘rewarding' users with new content, certain design features of TikTok fuel the urge to keep scrolling and shift the brain of users into ‘autopilot mode'. Scientific research shows that this may lead to compulsive behaviour and reduce users' self-control.”

Commission investigators found that existing in-app safeguards designed to limit time spent scrolling through videos on TikTok were ineffective. Time management tools are often dismissed because they introduce insufficient friction, limiting their ability to help users reduce and control their usage. Similarly, parental controls may not be effective because they require additional time and specific skills to set up. 

At this stage, the Commission considers that TikTok needs to change the basic design of its service. Consequently, TikTok may be required to implement changes such as introducing "mandatory breaks" to interrupt the infinite scroll or restricting or even banning use of the application late at night.

The European Union has the authority to impose substantial fines, up to 6 per cent of a company's total global turnover, for the most serious violations of its digital regulations. A platform ban is also possible as a measure of last resort.

TikTok will have the opportunity to formally respond to the investigation findings. 

The EU Commission is already conducting separate, ongoing investigations into the addictive nature of Facebook and Instagram, specifically looking at how users can be drawn into "online rabbit holes."

“Social media addiction can have detrimental effects on the developing minds of children and teens,” said Executive Vice-President for Tech Sovereignty, Security and Democracy. "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.”