TikTok recently suspended a gamification feature in the European Union (EU) following an intervention by the bloc. The EU had opened an investigation into the feature, which was present on the TikTok Lite app, citing concerns over its addictive design and potential mental health risks for young people. This move by TikTok came just two days after the investigation was announced.
Under the EU’s Digital Services Act (DSA), TikTok has a legal obligation to address risks related to child safety and mental health. However, the company failed to produce a risk assessment report on the feature when requested by the EU. If found to have violated the EU’s rules, TikTok could face penalties of up to 6% of its global annual turnover.
In response to the EU’s investigation, TikTok claimed to have voluntarily suspended the rewards feature in the region. However, the EU had already signaled its intention to use interim measures powers contained in the DSA to shut down the app while conducting its investigation. Faced with this possibility, TikTok decided to preempt enforcement by announcing a voluntary suspension.
This tactic of taking action ahead of a formal order is a common crisis PR strategy employed by companies to mitigate negative publicity associated with an enforced shutdown. By doing so, TikTok aims to minimize the impact on its reputation.
The EU, however, sees this as a win for their efforts to protect children from potential harm caused by social media platforms. Thierry Breton, the EU’s internal-market-commissioner-cum-internet-sheriff, responded to TikTok’s announcement by warning that “our children are not guinea pigs for social media.” He emphasized that the cases against TikTok regarding the addictive nature of its platform are ongoing.
It is worth noting that TikTok Lite, the app in question, is specifically designed for users with older phones or those who primarily connect to 2G or 3G networks. The EU has opened two separate DSA probes into TikTok, one focusing on the main app and the other on TikTok Lite.
This is not the first time a major online platform has come under investigation under the DSA. Elon Musk-owned X was the first large platform to face a DSA investigation back in December. The investigation into X’s compliance with the DSA is still ongoing.
Overall, TikTok’s suspension of the rewards feature in the EU highlights the growing attention on social media platforms’ responsibility to address addictive design and mental health risks. The EU’s investigations into TikTok’s compliance with the DSA demonstrate their commitment to protecting young users and ensuring their safety in the online space.