EU says 'rabbit hole' video feeds on TikTok violate its digital rules

LONDON — The European Union accused TikTok of breaching the bloc's digital rules because its algorithm recommends a nonstop stream of personalized videos to users including those that it says could hurt mental health and body image.

The short-video sharing platform must change the design of its “For You” feed so that users have more control over opting out of seeing certain content, the 27-nation bloc’s executive arm said Friday.

The platform failed to assess how its recommendation systems could lead people into “rabbit holes” that threaten their well-being, regulators said, by feeding them similar video clips based on what they've previously viewed or liked even if they are "triggering" such as clips about weight loss and mental health struggles.

TikTok said the European Commission's findings are “fundamentally inaccurate and distort our platform’s architecture and our commitment to user safety.”

“We have a strong record of protecting our community while giving users direct and intuitive control over their content experience,” the company said in a statement.

The company will have a chance to respond before the European Commission issues its final decision, which could include a fine of up to 6% of TikTok's total annual revenue.

“Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same, leading users down rabbit holes they cannot easily escape from,” European Commission Executive Vice-President Henna Virkkunen, who oversees tech sovereignty, said in a statement.

"Today’s preliminary findings show again that TikTok needs to step up its efforts to protect users’ well-being, including those of minors.”

TikTok has added some measures, such as a “not interested” button to reduce the “rabbit hole effect,” but the commission said they're ineffective in reducing how often harmful content is recommended.

European regulators said they want TikTok to make changes to its “For You” feed, including giving more weight to ‘explicit preferences’ of people using the platform, stopping reliance on viewing time as a metric for recommending content, and making user controls more accessible.

It's the latest in a series of enforcement actions targeting TikTok by EU regulators using the bloc's Digital Services Act, a wide-ranging rule book that requires tech companies to adhere to a framework under threat of hefty financial penalties.

The commission opened its investigation into whether TikTok violated the DSA more than two years ago. This year, it has already issued two other sets of preliminary findings, accusing the platform of breaching the rules with “ addictive design ” features that lead to compulsive use by children and charging it with failing to adequately protect children's privacy rights.