TikTok, the popular social media platform owned by ByteDance, has been officially charged by the European Commission for breaching the EU’s Digital Services Act (DSA), a major set of online content rules aimed at regulating Big Tech and improving transparency.
TikTok Accused of Failing Ad Transparency Requirements
The charges stem from a formal investigation launched in February 2024. The European Commission says TikTok failed to meet obligations under the DSA, particularly the requirement to publish a comprehensive advertisement repository. This tool is meant to help researchers, watchdogs, and the public identify scam ads, understand who funds them, and understand how they target users.
“Transparency in online advertising—who pays, and how audiences are targeted is essential to safeguarding the public interest,” said Henna Virkkunen, EU Commissioner for Digital Affairs.
Specific Violations Outlined by the EU
According to the Commission’s preliminary findings, TikTok does not:
- Provide sufficient details about ad content
- Reveal how users are being targeted
- Disclose who is paying for the ads
These gaps represent a significant breach of the DSA, which requires digital platforms to take stronger action against harmful and illegal content and to make ad-related data accessible and understandable.
Potential Fines and Next Steps
If confirmed, TikTok could face a penalty of up to 6% of its global annual turnover. The platform has the right to access the commission’s documents and respond in writing before a final decision is made.
TikTok Responds to the Charges
A TikTok spokesperson issued a statement defending the company’s compliance efforts:
“While we support the goals of the regulation and continue to improve our ad transparency tools, we disagree with some of the Commission’s interpretations. Guidance is being delivered via preliminary findings rather than clear, public guidelines.”
TikTok emphasised the need for consistent enforcement and a level playing field across digital platforms.
Ongoing EU Scrutiny of TikTok
This case marks just one of multiple regulatory challenges facing TikTok in Europe. The platform is also under a second DSA investigation related to how it handles election-related risks, including misinformation and influence campaigns.
Key Highlights
- TikTok charged with breaching EU’s Digital Services Act
- Failure to provide ad transparency is at the core of the complaint
- ByteDance may face fines of up to 6% of global revenue
- TikTok disputes the findings, citing unclear guidance
- Second investigation into election-related risks also ongoing
