TikTok Wonť Reward Likes in Europe, Brussels Didnť Like Its Addictive Nature

Completing several tasks—including watching videos, rating content, following creators, sending app invites, and other activities—the rewards system enabled users accrue points.

The Commission examined the rewards program under close inspection because of its introduction without a prior comprehensive risk analysis, especially with relation to the possibility of creating reward-based behaviors. For young people, who could be more prone to such traits, this was particularly troublesome.

Large platforms are obliged under the Digital Services Act (DSA) to evaluate all risks and notify the Commission before introducing any new features that can significantly affect systemic hazards. Since this did not happen, on April 22 the European Commission chose to start official investigations on the operator of TikTok. Two days later, TikTok told the Commission it would be willingly suspending the initiative.

The regulator approved this pledge, hence any behavior against it would instantly violate the DSA and might result in sanctions. This acceptance ends the official procedures started in late April as well.