The news: The European Commission (EC) accused TikTok of violating digital regulations with its “addictive” design and failing to establish proper safeguards that protect users’ physical and mental well-being, especially children and vulnerable adults, per a press release.

• Regulators specifically pointed to TikTok’s infinite scroll feed, auto-play features, and content recommendation algorithm, which they said put TikTok in breach of the EU’s Digital Services Act (DSA).
• “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,’” the EC stated.

The regulator could force TikTok to change the design features that have made it a global success—including disabling infinite scroll—or fine the company up to 6% of its annual global revenues.

Zooming out: TikTok’s design has been under scrutiny for years, but this is one of the most aggressive attempts yet to define and regulate “addictive” product features in social media.

The regulatory body’s concerns about risks for younger users is highlighted in how heavily that demographic uses the app—over half (57%) of US teens use TikTok daily, and 16% said they are on it near-constantly, per Pew Research.

Why it matters: Any forced changes to TikTok’s core mechanics could reshape how users spend time on the platform and how brands reach and target them.

• A redesign aimed at reducing compulsive use could change how content is surfaced.
• EU action could lead to regulation elsewhere, potentially changing social ad environments and compliance requirements.
• Platform addiction concerns surface ethical questions around what responsible marketing practices look like. If TikTok is determined to be a risky platform for younger users, ad targeting there could affect the perception of advertisers on the app.

Recommendations for brands:To prepare for potential changes to TikTok’s platform, invest in creative that stands on its own and doesn’t just fit in viral moments. Strengthen first-party data and keep media mix diversified across social platforms to maintain reach and efficiency if the app’s feed and recommendation structure change.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.