The European Commission has formally accused TikTok of designing its platform to be “addictive,” specifically targeting features like infinite scroll, autoplay, and push notifications. If preliminary findings hold, TikTok faces fines up to 6% of its global revenue—potentially over $4 billion—and could be forced to fundamentally redesign how its 175 million European users experience the app.
Key Takeaways
- The European Commission’s preliminary findings under the Digital Services Act (DSA) accuse TikTok of intentionally addictive design patterns.
- Targeted features include infinite scroll, autoplay, and personalized push notifications—the core mechanics that keep users engaged.
- TikTok has 175 million monthly active users in Europe and generated an estimated $6.5 billion in European advertising revenue in 2025.
- Maximum penalty: 6% of global annual revenue, which could exceed $4 billion based on ByteDance’s estimated $80 billion revenue.
What Specific Features Are Under Fire?
The Commission’s investigation focuses on what UX researchers call dark patterns—design choices that manipulate user behavior against their best interests. TikTok’s For You page uses an algorithmic recommendation engine that presents an endless stream of short-form videos, optimized to maximize watch time rather than user wellbeing.
“The infinite scroll mechanic is psychologically equivalent to a slot machine,” explained Dr. Anna Lembke, author of “Dopamine Nation” and Stanford addiction specialist, in testimony to EU regulators. “Each swipe delivers variable reward, which is the most addictive reinforcement schedule known to behavioral psychology.” The autoplay feature compounds this effect, removing the friction that might otherwise prompt users to exit the app. Push notifications, personalized using the same engagement-optimizing algorithms, draw users back into the attention loop.
How Does the Digital Services Act Enable This Enforcement?
The Digital Services Act, which came into full effect in February 2024, represents the EU’s most ambitious attempt to regulate Big Tech. Unlike previous regulations focused on data privacy (GDPR), the DSA targets platform design itself—specifically how algorithms shape user behavior. Very Large Online Platforms (VLOPs) with over 45 million EU users face heightened obligations, including mandatory risk assessments of their recommendation systems.
TikTok was designated a VLOP in April 2023, triggering these enhanced requirements. According to Reuters, the Commission found TikTok’s risk assessments “insufficient” and its mitigation measures “ineffective.” The platform now has the right to respond before final determinations are made, a process that could extend into late 2026.
What Could This Mean for TikTok’s Business Model?
Compliance could fundamentally alter TikTok’s user experience—and its revenue model. The platform’s advertising business depends on engagement metrics; advertisers pay premium rates precisely because TikTok users spend an average of 95 minutes daily on the app, according to DataReportal. Reducing that engagement could directly impact the $6.5 billion European ad market.
“We are confident we can demonstrate full compliance with the DSA,” a TikTok spokesperson said in a statement. “We continue to invest heavily in safety features including screen time management tools.” However, critics note that opt-in wellness features have historically shown minimal impact on actual usage patterns.
Platforms/Regulations Mentioned
- TikTok – Short-form video platform owned by ByteDance, 1+ billion global MAUs, 175 million in Europe, averaging 95 minutes daily usage per user.
- Digital Services Act (DSA) – EU regulation effective February 2024, mandates platform accountability for algorithmic harm, penalties up to 6% of global revenue.
- European Commission – EU executive branch enforcing DSA compliance, has opened investigations against TikTok, Meta, and X (formerly Twitter).
- ByteDance – TikTok’s parent company, valued at $225 billion (2024), estimated $80 billion annual revenue.
What This Means
- For TikTok users: Expect interface changes including optional pagination, reduced push notifications, and more prominent screen time warnings—features likely rolled out in EU first before global expansion.
- For content creators: Algorithm changes could affect content distribution and monetization. Reduced engagement metrics may impact creator fund payouts, currently around $0.02-0.04 per 1,000 views.
- For advertisers: European TikTok CPMs averaging $10-15 could rise if engagement drops, though brand safety concerns may ease with less addictive design.
- For other platforms: This sets precedent for DSA enforcement. Meta (Instagram Reels), YouTube Shorts, and Snapchat feature similar infinite scroll mechanics and should expect regulatory scrutiny.
Source: techcrunch.com
Disclosure: Trending Society provides tech analysis for informational purposes. Not financial or investment advice.
