EU Orders TikTok To Tackle 'Addictive' Design Or Face Hefty Fines

The European Commission has told TikTok to change what regulators describe as its "addictive design" or face fines, after preliminary findings concluded the video‑sharing app breached EU online safety rules.

Investigation and Preliminary Findings

The probe, opened in February 2024, found TikTok had not "adequately assess[ed]" how features such as autoplay and infinite scroll could harm users' wellbeing — in particular children — and that the company had failed to put sufficient measures in place to mitigate those risks.

Possible Penalties and Next Steps

The Commission has invited TikTok to respond to the preliminary conclusions. Depending on the outcome, regulators could fine the company up to 6% of its global annual turnover — a sum likely to run into the tens of billions of euros. EU technology chief Henna Virkkunen said TikTok would have to "change the design of their service in Europe" to avoid penalties.

Suggested Remedies

Officials suggested concrete changes TikTok could adopt, including:

• Introducing screen‑time breaks for night‑time users;
• Adjusting recommendation algorithms that personalise feeds;
• Disabling or limiting infinite scroll, which lets users quickly cycle through large numbers of videos.

Responses and Expert Views

A TikTok spokesperson told the BBC the Commission's account was a "categorically false and entirely meritless depiction of our platform" and said the company intends to contest the findings.

Henna Virkkunen: "The Digital Services Act makes platforms responsible for the effects they can have on their users. In Europe, we enforce our legislation to protect our children and our citizens online."

Academics and analysts said the move signals a broader shift. Professor Sonia Livingstone of the London School of Economics acknowledged that TikTok has introduced some safety tools but said these were not enough to meet EU standards. "Young people are calling for such changes," she said, arguing they feel the platform does not prioritise wellbeing over profit.

Social media expert Matt Navarra noted that while the term "addictive" can be overused, the Commission's conclusions appear rooted in behavioural science. He described the action as a "seismic shift" — regulators are now scrutinising product design as well as content.

Analyst Paolo Pescatore called the announcement a "reality check" for TikTok and a warning to other platforms: "The market is shifting from 'maximise engagement' to 'engineer responsibility' — and regulators now have the tools to enforce it."

Context: Other EU Actions Against Big Tech

The EU has previously opened probes and taken enforcement actions against major platforms. In December 2024 it launched a separate investigation into alleged foreign interference via TikTok during Romania's presidential elections. It also opened an inquiry in January into Elon Musk's X over concerns about the AI tool Grok, and in December 2025 fined X €120m over verification badges that regulators said "deceive users." These cases form part of a broader regulatory push to hold platforms accountable for design and harms, not just content.

What Happens Next: TikTok can formally reply to the Commission's preliminary findings. Regulators will assess that response before deciding whether to impose corrective measures or fines. Any final decision could set a precedent for how the Digital Services Act is enforced across Europe.