TikTok's advertising repository is not complying with the European Digital Services Act (DSA), according to preliminary findings by the European Commission on Thursday.
Advertising repositories are digital archives with information on ads shown on a platform. While TikTok has published an "advertising repository", it does not provide the transparency required by the DSA. The Digital Services Act aims to ensure large online platforms do not pose a risk for civic discourse and electoral processes.
According to the Commission, TikTok does not provide the necessary information on the content of the ads, the users targeted or the payers. The current register does not allow for a comprehensive search, which severely limits its usefulness.
"Such an advertising repository is critical for researchers and civil society to detect scam advertisements, hybrid threat campaigns, as well as coordinated information operations and fake advertisements, including in the context of elections," the Commission noted in a press release.
The European executive's preliminary conclusions are based on an analysis of the company's internal documents, an examination of its tools and interviews with experts. TikTok now has the opportunity to respond to the Commission in writing.
"Whether we are defending the integrity of our democratic elections, protecting public health, or protecting consumers from scam ads, citizens have a right to know who is behind the messages they see," said Commission Vice-President for Technology, Henna Virkkunen.
If the findings are confirmed, the Commission may issue a non-compliance decision. TikTok faces a fine of up to 6% of its global turnover.
The Commission launched its investigation in February 2024. In addition to advertising transparency, the procedure also covers the algorithmic lock-in effect or "rabbit hole effect", age verification, privacy, the safety of minors and access to data for researchers. Work is still ongoing on all these aspects.
In December, the Commission also opened a separate formal investigation into TikTok's management of election-related risks.
A dedicated whistleblower tool allows employees to contact the Commission anonymously.
