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The European Commission charged TikTok on Friday for breaching the EU’s online content rules. Regulators said the platform’s recommendation system creates a “rabbit hole” effect, drawing users into a constant stream of similar videos.
The case is part of the EU’s wider investigation into TikTok. Its Chinese owner, ByteDance, could face a fine of up to 6% of global annual turnover next year if the issue is not resolved.
The Commission said TikTok failed to put in place proportionate, reasonable, and effective measures to reduce the risks. It warned that repeated exposure to content about sadness, isolation, or body image can harm users’ mental health.
EU tech chief Henna Virkkunen said, “Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same leading users down rabbit holes they cannot easily escape from.” She added that TikTok needs to do more to protect user well-being, including the well-being of minors.
Regulators want TikTok to change the design of its “For You” feed algorithm. They also want the company to rely more on users’ stated preferences, improve user controls, and test its algorithm regularly.
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The charges fall under the EU’s Digital Services Act, which requires large online platforms to act against harmful and illegal content. The law places extra responsibilities on the biggest social media companies operating in the bloc.
EU regulators had earlier charged TikTok in February over addictive design features, weak child-safety measures, and limited access to public data for researchers. TikTok had called those findings “categorically false” and said it would challenge them.
The Commission is separately examining similar “rabbit hole” effects linked to Meta’s Facebook and Instagram recommendation systems. The action adds to growing global pressure on social media companies to change algorithms that may affect children’s mental health.