EU pressures TikTok to rethink its addictive design

The European Commission has called on TikTok to change what it describes as the platform’s “addictive” interface.

According to the Commission’s preliminary findings, TikTok’s design may violate the EU’s Digital Services Act. Features such as infinite scroll, autoplay, push notifications, and personalized recommendations are cited as mechanisms that encourage compulsive use.

"TikTok did not adequately assess how these addictive features could harm the physical and mental wellbeing of its users, including minors and vulnerable adults," the Commission said.

The report also refers to the app effectively putting users’ brains into “autopilot mode” by continuously rewarding them with new content and reinforcing the urge to keep scrolling.

"Additionally, in its assessment, TikTok disregarded important indicators of compulsive use of the app, such as the time that minors spend on TikTok at night, the frequency with which users open the app, and other potential indicators," the document states.

The Commission further argues that TikTok’s screen time management tools and parental controls “fail to implement reasonable, proportionate and effective measures to mitigate risks stemming from its addictive design.”

"At this stage, the Commission considers that TikTok needs to change the basic design of its service," it added.

These conclusions are preliminary and do not determine the final outcome of the broader investigation the EU is conducting into TikTok.