How EU Regulators Could Change TikTok
If you’ve ever, like me, experienced the misfortune of downloading TikTok, you’ve likely spent at least one evening mindlessly scrolling through your feed until two or three in the morning, not even looking for anything specific to watch. According to the EU, this should change, as the region has preliminarily found that this “addictive” app violates its Digital Services Act.
The decision was made on February 5 following a European Commission investigation into the psychological impact of features like infinite scroll, autoplay, push notifications, and TikTok’s infamous algorithm on users. According to the Commission’s findings, “TikTok failed to adequately assess how these addictive features could harm the physical and mental health of users, including minors and vulnerable adults.” A lengthy legal battle will likely follow, potentially resulting in either changes to the app’s operating principles or a hefty fine. While the consequences appear limited to Europe, they could have global implications. Here’s what’s happening with TikTok in Europe and what you need to know about what’s coming next.
What is the Digital Services Act, and how did TikTok violate it?
The EU Digital Services Act came into force in 2022 and primarily aims to regulate everyday online platforms, including marketplaces and social media apps. Because TikTok combines both of these aspects , it falls under the law’s scope, though it may not be the TikTok you’re thinking of. Specifically, the target here will be TikTok’s original owners, ByteDance , rather than the new owners of the US version of the app . This is because ByteDance continues to operate TikTok outside the US, though Americans may still feel the impact of EU regulation.
The Digital Services Act’s key provisions aim to increase transparency, challenge content moderators’ decisions, protect minors, and, most importantly in this case, combat non-algorithmic news feeds and shady practices. An EU investigation into the app began in 2024 , as regulators were concerned about the potential for the app to trigger a “rabbit hole effect” in users and the app’s safety for minors. According to preliminary findings, the app “constantly rewards users with new content” by providing videos that “fuel the desire to continue scrolling and put users’ brains into ‘autopilot mode.'”
Regulators cite scientific studies to support their claims, though no specific studies are cited. I’ve reached out to the European Commission for comment and will update this post once I receive a response. However, regardless of the EU’s sources, there’s no shortage of research supporting this claim. The NIH previously “identified key factors associated with addiction” on the app, and several universities have found that TikTok’s ” uninterrupted performance ” and ” reward system ” may encourage reckless use. Scientists compare the thrill of watching a new video to gambling, as the variable quality of the content displayed compels viewers to seek out the next big hit, like a slot machine.
According to the EU, “TikTok ignored important indicators of compulsive app use,” specifically regarding minors’ use at night and users’ frequent return to the app after closing it. While the Commission acknowledges the app’s screen time management and parental controls, it also argues that these are insufficient.
Will TikTok eliminate endless scrolling?
According to a European Commission investigation, TikTok’s existing tools to combat the “rabbit hole effect” need to be modified. Regulators state that the app’s current time management tools are “easy to ignore and create only minor barriers,” reducing their effectiveness, while “parental controls may be ineffective because they require additional time and skills from parents to implement.”
Regulators say that if their findings are confirmed, the app must take more drastic measures by changing its operating principles. Examples of such measures include “disabling features such as ‘infinite scrolling’ over time” and “adapting the recommendation system,” or algorithm. In other words, regulators are suggesting TikTok abandon its primary source of revenue. Furthermore, the Commission is also considering introducing “screen time breaks,” particularly “at night.”
These will be quite significant changes, but it’s worth noting that all of this information is still preliminary, meaning it will be some time before users see any changes resulting from this regulation. As part of this process, TikTok can now defend itself by reviewing the Commission’s investigation and responding to its findings. No timeframe is specified, meaning the process could drag on for quite some time. For example, Apple is still battling the EU over alleged violations of the Digital Markets Act, and Meta only recently settled a similar dispute from 2024 .
This means TikTok users in the EU who fear losing access to key features need not worry for now. However, if TikTok is found guilty of violating the Digital Services Act, it could face a fine of up to 6% of its “global annual turnover,” though this is subject to regulatory discretion. Nonetheless, this would amount to billions of dollars , and continued violations of the law instead of implementing changes could lead to further fines.
For its part, TikTok told the Financial Times that “the Commission’s preliminary findings constitute a categorically false and completely unfounded characterization of our platform” and that ByteDance will “take all necessary steps” to challenge the decision. I have contacted TikTok’s European owners and will update this post as soon as I receive a response.
How will this affect the US?
While US readers may believe their apps will be unaffected by any changes in EU legislation, this may not be the case. Developing different products for different market segments takes time and money, and TikTok may not be willing to invest that time. For example, Apple’s global transition to USB-C in its products was also prompted by European regulations.
Of course, Apple is owned by the same parent companies worldwide, so it’s possible that TikTok’s change of ownership in the US won’t be affected by changes in other countries. However, it’s worth noting that one of the EU’s main concerns relates to TikTok’s algorithm, or “recommendation system,” which the US owners currently license from Bytedance rather than own outright. Any changes made abroad could also impact our app on this side of the Atlantic, especially given that the US TikTok maintains some alignment with the global TikTok experience, allowing US viewers to watch videos from over 200 million users in Europe and other regions around the world.
However, the European Commission’s preliminary calls for TikTok to change its practices are far from final. Even if TikTok is found guilty, it will likely face a long battle to comply with the Digital Services Act, and the solution the company and regulators reach may be less stringent than what the Commission proposed in yesterday’s press release (I suspect TikTok will fight hard for infinite scrolling). For example, Google is still working with the EU on specific aspects of ensuring its services comply with the Digital Services Act; this process began in 2023 and is still being finalized.
How to enable screen time management and parental controls on TikTok
Personally, I think the EU is right here. I could definitely use some reminders to avoid getting sucked into TikTok, especially late at night. While it may be some time before any regulations impact the TikTok app, and we don’t yet know whether features like infinite scrolling will remain in effect (though it’s worth noting that Instagram Reels hasn’t been criticized in this regard), here’s how to take advantage of TikTok’s current features, like managing screen time and algorithms. First, algorithmic control. This is a big part of the EU’s argument against TikTok, but there are currently several ways to control what appears in your feed. While the default “For You” page leaves you to the whims of the app, there are three other feeds you can access by swiping right after opening the app. The first, “Friends,” shows you videos from your friends or suggested accounts . The second, “Following,” shows you videos from accounts you follow. It’s all pretty obvious. The third one needs to be turned on.
This feed, called STEM , features only educational videos on science, technology, engineering, and math. To enable the STEM feed, tap your profile icon in the lower-right corner of the app, then tap the menu icon with three lines in the upper-right corner. Go to Settings & Privacy > Content Settings and enable the STEM feed . This won’t delete your other feeds, but it will now be an option accessible by swiping the menu.
Next, screen time management and parental controls. There are multiple options available for each: screen time management is located under Settings & Privacy > Time & Wellbeing , and parental controls are located under Settings & Privacy > Family Pairing .
The Time & Wellbeing section displays your average daily screen time over the past week, along with some meditation-related activities. The bulk of the settings are found in the Screen Time button, located directly above the average screen time graph. Here, you can set daily limits, sleep hours, and break reminders, although, as the European Commission notes, these are easy to ignore.
Family Pairing is a bit more powerful, though as I’m not a parent, I haven’t experimented with it yet. It allows you to monitor your child’s screen time and set permanent limits, as well as restrict who they can message and set privacy and safety settings. For more information , click here .
Finally, even if you don’t set any screen time limits and stick to the For You feed, you can make some adjustments. Under Settings & Privacy, tap Content Settings . Here, you can configure the app to filter videos or posts that contain the word in any text fields, tell the algorithm how interested you are in certain topics, turn off notifications for certain accounts, or even refresh the For You feed to reset the algorithm. You can also enable Restricted mode, which will hide content that TikTok deems “inappropriate for all audiences.”
What are the best TikTok alternatives and how can I move?
If these restrictions still aren’t enough, or the idea of regulators changing TikTok’s operation doesn’t appeal to you, there are now quite a few TikTok alternatives you can try. The obvious option is Instagram Reels , though a recent popular choice has been Upscrolled , which promises that “every post has an equal chance of being seen,” reassuring users put off by TikTok’s algorithm. An older alternative is RedNote , developed by the Chinese company Xingyin Information Technology. It gained some popularity during the initial uproar over the TikTok ban, though I confess I haven’t heard much about it recently.