EU Raises Concerns Over TikTok’s Addictive Design

Endless Scrolling, Little Control

According to the Commission, TikTok failed to properly assess how its core design affects users, especially children and vulnerable adults.

The problem is not one feature on its own, but how they work together. Infinite feeds and constant content rewards make it easy to keep scrolling without thinking. Research reviewed by the Commission shows that this kind of design can weaken self-control and push users into habitual, sometimes compulsive use.

Investigators also found that TikTok’s internal risk assessments missed key warning signs, including:

• how long minors stay on the app late at night,

• how often users reopen the app throughout the day,

• other patterns linked to excessive engagement.

Tools That Don’t Really Help

TikTok does offer screen-time limits and parental controls. But the Commission says these measures do not work well enough.

Time limits are easy to dismiss and create little interruption. Parental controls, meanwhile, require extra setup and technical effort, which limits how many families actually use them. In practice, the risks linked to TikTok’s design remain largely unchanged.

Because of this, the Commission believes small tweaks are not enough. Its preliminary view is that TikTok may need to change the basic structure of the service. That could include limiting endless scrolling over time, enforcing real breaks from the app — including at night — and adjusting how recommendations are generated.

Why E-commerce Should Pay Attention

If the findings are confirmed, TikTok could face a non-compliance decision and fines of up to 6% of its global annual turnover.

For e-commerce brands and marketers, this matters beyond regulation headlines. Any required changes to feed behaviour or usage patterns could affect:

• how long users stay active on the platform,

• when ads are shown,

• how younger audiences can be reached.

The case also signals a wider shift. Under the DSA, platform design itself is now a regulatory issue, not just content or advertising.

What Comes Next

TikTok can now review the case file and submit a written defence. The European Board for Digital Services will also be consulted. The Commission stresses that the findings are preliminary and the investigation is ongoing.