EU Commission charges TikTok with breaching network advertising regulations - EU Commission alleges TikTok of violating regulations in online advertising practices
Hey there! Let's take a look at the latest from the world of social media - the European Commission (EC) has fired some serious allegations at TikTok for flouting EU online advertising rules.
- Oh, by the way, did you know that the EC is the main decision-making body for the EU, responsible for proposing laws, implementing decisions, and upholding the treaties on which the EU is founded? Neato, huh?!
Ad Targeting Under Scrutiny
It appears that the platform isn't so transparent when it comes to personalized advertising. The EC can't seem to figure out who gets served which ads nor who's footing the bill for them. Furthermore, the search function on TikTok's ad archive is woefully inadequate, rendering it practically useless as a research tool.
- Speaking of research, did you know that ad transparency is crucial for academic studies? It helps researchers uncover fraudulent or misleading ads and keep a check on the spread of misinformation. This is even more important during elections to ensure a fair democratic process. Cool, huh?!
Citizens Have the Right to Know
The EU Digital Commissioner Henna Virkkunen voiced her concern, stating that citizens deserve to know who's behind the messages they see. The EC is stressing the importance of a functional database, considering it critical for both science and the public.
Previous Brussels' Tussle with TikTok
It's not the first time TikTok has tangled with the EC. Last year, during the first round of presidential elections in Romania, the platform faced accusations of not properly labeling videos from the then far-right candidate Călin Georgescu as election ads. This led to an investigation by the EU Commission.
- Interestingly enough, a Romanian court later declared the election invalid due to suspicions of election interference from Russia. The far-right politician George Simion, who's also popular on TikTok, replaced Georgescu in the rerun and is currently favored in the runoff against pro-European Nicușor Dan on Sunday.
Other Issues on the Table
The EU Commission isn't done with TikTok yet. They're also pushing for changes to protect minors from violent content and addiction risks on the platform, concerns that were raised in earlier investigations.
- If the EC's allegations are confirmed, TikTok could face hefty fines. In 2024, the platform reported annual global revenue of $23.6 billion, so a fine of up to 6% of that could be a significant financial hit. However, the company and the EC are also in talks about potential remedies to address the issues identified, which could include changes to TikTok's advertising practices to comply with EU regulations.
In summary, the EC's investigation sheds light on the intensified regulations for digital platforms in the EU, focusing on transparency and accountability in online advertising. It's an exciting time to watch the social media landscape unfold, with more accountability and regulation on the horizon. Keep that in mind the next time you scroll through those TikTok videos!
- Oh, and as always, stay curious, stay informed, and keep scrolling!
- TikTok
- EU Commission
- EU
- Video platform
- Advertising
- Brussels
- Henna Virkkunen
- The European Commission (EC) raised concerns about TikTok's transparency in personalized advertising practices, as it's unclear who receives which ads and who pays for them.
- Henna Virkkunen, the EU Digital Commissioner, emphasized the importance of a functional database for both academic studies and the public to know who is behind the messages they see.
- TikTok's ad transparency issues are not new, as the EC previously investigated the platform for not properly labeling videos from a far-right Romanian politician as election ads during the country's presidential elections.
- The EC is not only focused on advertising issues; they're also pushing for changes to protect minors from violent content and addiction risks on TikTok, as highlighted during earlier investigations.
