EU Orders TikTok to Overhaul For You Feed Algorithm, Cites User Safety Risks

TikTok’s algorithm ‘leading users down rabbit holes they cannot easily escape from’, European Commission says.

The European Union has ordered TikTok to change the algorithm powering its For You feed, threatening the social media platform with large fines.

On Friday, Brussels accused TikTok of violating the EU’s Digital Services Act over the harmful “rabbit holes” effect, explaining that the platform feeds users similar video clips based on prior views or likes, even when such content is triggering.

“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,” said European Commission Executive Vice President Henna Virkkunen, who oversees tech sovereignty, in a statement.

Today’s preliminary findings indicate that TikTok must step up its efforts to protect users’ well-being, including minors.

The algorithm, according to the EU, results in the endless exposure of users to content about sadness, isolation, or body image.

Although TikTok has made some changes to mitigate the risks highlighted by the commission, the tweaks remain insufficient.

TikTok rejected the EU’s findings, calling them fundamentally inaccurate and a distortion of the platform’s architecture and commitment to user safety.

A spokesperson for the tech giant stated that TikTok has a strong record of protecting its community while giving users direct and intuitive control over their content experience.

Regulatory fines on the Chinese-owned platform could increase by up to 6 percent unless the issue is resolved. The company will have an opportunity to respond before the commission issues its final decision.

Recent efforts across France, Spain, and England have focused on protecting minors on social media platforms from predatory behavior, cyberbullying, deteriorating mental health, and eating disorders. Several jurisdictions have introduced social media bans for children under the age of 15.

Earlier EU findings

In February, the EU determined that TikTok had not adequately assessed how its addictive features could impact the physical and mental well-being of users, including minors and vulnerable adults.

While the February findings examined features such as notification impacts, this order targets the algorithm itself, according to a senior EU official.

In July, the bloc accused TikTok of exposing children to risks including cyberbullying and predatory behaviour.

Also in July, Brussels ordered Meta to overhaul Facebook and Instagram feeds amid an investigation into the platforms’ violations of the bloc’s Digital Services Act.

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