EU takes action against Tiktok
EU consumer advocates have Tiktok in their sights. (Photo: Shutterstock)
According to consumer advocates, children on Tiktok are exposed to aggressive surreptitious advertising. Now the EU Commission is reviewing Tiktok’s terms and conditions and marketing practices.
Tiktok may violate European consumer protection law and the GDPR. The European Commission has therefore, together with consumer protection authorities, a so-called formal dialogue initiated.
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EU criticizes aggressive advertising
The focus of the study is on partially hidden marketing practices. The authorities criticize surreptitious advertising and “aggressive advertising techniques” that children are exposed to on the platform.
In addition, according to consumer advocates, Tiktok’s terms and conditions are misleading and confusing. This applies to both the processing of personal data and the further use of content.
Tiktok has one month to work with the authorities and adapt its business model to European rules, the Commission said. The decision was preceded by a warning from the European consumer association Beuc about Tiktok’s violations of EU consumer rights.
EU Justice Commissioner Reynders said according to press release, Digitization is particularly dangerous for vulnerable groups such as children. In the EU it is forbidden to address children and minors with surreptitious advertising such as banners in videos.
