The European Union has ordered TikTok to change its addictive design or face major financial penalties. The European Commission reached this conclusion after finding breaches of EU online safety rules. The decision followed an investigation into the Chinese-owned platform that began in February 2024. Regulators examined how TikTok designs and operates its core features.
The Commission said TikTok failed to properly assess risks to user wellbeing. Officials focused on features like autoplay and personalised feeds. They warned these tools can negatively affect users, including children. Regulators also said TikTok failed to introduce effective measures to reduce those risks.
A TikTok spokesperson strongly rejected the findings. The company described the conclusions as entirely false and without merit. TikTok said it plans to challenge the assessment through formal procedures.
Fines Could Reach Billions of Euros
The platform now has the opportunity to respond to the Commission’s preliminary findings. Regulators will assess TikTok’s response before making a final decision. If the Commission confirms the breaches, it could impose heavy penalties. The fine could reach up to six percent of TikTok’s global annual turnover. Analysts estimate that amount could reach tens of billions.
EU technology chief Henna Virkkunen said TikTok must change its European service design. She told reporters the company must act to avoid financial punishment. Regulators expect concrete design changes rather than policy promises.
EU Targets Autoplay and Infinite Scroll
The Commission outlined several changes TikTok could implement. Officials suggested introducing screen time breaks during late-night usage. They also recommended adjustments to recommendation algorithms. These systems currently push highly personalised content to users.
Regulators also urged TikTok to disable infinite scroll. This feature allows users to endlessly swipe through videos. Officials believe this design encourages excessive usage and weakens user self-control.
Virkkunen said the Digital Services Act makes platforms responsible for user impact. She stressed Europe actively enforces its laws. She said the goal is to protect children and citizens online.
Experts Say TikTok Changes Fall Short
Professor Sonia Livingstone from the London School of Economics said TikTok’s safety tools remain insufficient. She acknowledged recent improvements by the platform. However, she said these steps do not meet EU requirements. Livingstone said young users actively demand stronger protections. She added many feel platforms prioritise profit over wellbeing.
Social media expert Matt Navarra said debates often misuse the word addictive. However, he said the Commission relied on solid behavioural science. Navarra described the findings as a turning point for regulation.
He said regulators now target platform design itself. He added the focus has shifted beyond harmful content. According to Navarra, toxic design has become the central issue.
A Warning Shot for Big Tech
This is not the first time the EU has challenged major technology companies. In December 2024, regulators opened another TikTok investigation. That case examined alleged foreign interference in Romania’s presidential election.
The EU also launched a probe into Elon Musk’s X in January. Officials investigated concerns about AI-generated sexualised images. Regulators focused on the misuse of the platform’s Grok tool.
In December 2025, the EU fined X €120m. Authorities said its blue tick system misled users. Regulators concluded the platform failed to properly verify account identities.
Social media analyst Paolo Pescatore called the TikTok case a reality check. He described it as a warning shot for all platforms. Pescatore said the industry is moving away from maximising engagement. He said regulators now expect responsibility by design.
