EU gives TikTok ultimatum over child safety concerns

The European Commission and the network of national consumer authorities (CPC) has launched a ”formal dialogue” with the video sharing platform to review its commercial practices and policy. 

Areas of specific concern include aggressive advertising techniques targeted at children, hidden marketing, and certain contractual terms in TikTok’s policies that could be considered misleading and confusing for consumers. 

In a statement, Didier Reynders, Commissioner for Justice, said: 

“The current pandemic has further accelerated digitalisation. This has brought new opportunities but it has also created new risks, in particular for vulnerable consumers. In the European Union, it is prohibited to target children and minors with disguised advertising such as banners in videos. The dialogue we are launching today should support TikTok in complying with EU rules to protect consumers.”

The formal dialogue follows after the European Consumer Organisation (BEUC) filed a complaint to the Commission earlier this year calling out a number of TikTok’s policies and practicies. It also noted that it fails to protect children from being exposed to inappropriate content on the platform.

TikTok has a month to reply and engage with the Commission and CPC authorities, co-led by the Swedish Consumer Agency and the Irish Competition and Consumer Protection Commission.