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Historic Decision from the EU to TikTok: Addictive Design Banned

The European Union has taken a historic step against social media giant TikTok. The European Commission has declared features widely used on the TikTok platform, such as 'infinite scroll', 'autoplay', and personalized content algorithms, illegal under the Digital Services Act (DSA). The decision emphasized that these design elements are classified as 'addictive design' and that the platform has not sufficiently assessed the risks to the physical and mental health of children in particular.

The Strict Rules of the Digital Services Act Come into Effect

The Digital Services Act, introduced by the EU to regulate digital platforms, imposes strict rules for large platforms. Companies in the 'Very Large Online Platforms' (VLOPs) category, which includes TikTok, are obligated to protect the well-being of users, especially young people and children. The Commission's investigations revealed that TikTok's interface design and algorithmic systems are optimized to keep users on the platform for as long as possible.

The main violations highlighted in the decision are:

• Infinite Scroll: A mechanism that gives the user the feeling that the content feed never ends and continuously loads new content.
• Autoplay: The automatic start of the next video as soon as one ends, without user consent.
• Excessively Personalized Algorithm: A system that continuously analyzes the user's interests and behavior to prioritize content that will keep them engaged on the platform.

The Commission stated that the combined use of these features could lead to negative effects such as distraction, sleep disorders, social isolation, and anxiety, especially among young people in their developmental years.

TikTok Granted Time for Change

The European Commission has given TikTok a specific period to bring its platform into compliance with the Digital Services Act. During this time, TikTok is expected to remove or significantly modify the aforementioned 'addictive design' elements. The changes must ensure that users, especially those under 18, have more control over the time they spend on the platform.

Possible changes include limiting infinite scroll, disabling autoplay by default, and making algorithmic personalization more transparent and subject to user consent. TikTok will also have to conduct comprehensive and independent risk assessments regarding potential risks to children and young people.

Expected to Generate Wide Resonance in the Industry

This EU decision is expected to deeply affect not only TikTok but also other social media platforms using similar business models. Platforms like Meta (Facebook, Instagram), YouTube, and Snapchat also use similar 'attention economy' designs. Experts state that this application of the Digital Services Act on TikTok will set a precedent for the entire digital sector and could change the fundamental way social media operates.

The decision has also reignited a global debate on the responsibilities of digital platforms. The question of whether technology companies are prioritizing user engagement at the expense of user health has returned to the center of the agenda. The EU's move is seen as a concrete example of a regulatory approach that places user well-being and digital rights ahead of platforms' growth targets.

In an initial statement from TikTok, the company stated it will continue to cooperate with the Commission and maintain its efforts to ensure the safety of its platform. However, it is noted that the mentioned changes could have significant impacts on the platform's user engagement metrics and advertising revenues.