The European Commission has preliminarily found TikTok in breach of the EU’s Digital Services Act over the “rabbit hole effect” linked to its “For You” feed recommendation system.
The “For You” feed provides users with a continuous stream of personalised videos, including content linked to mental health struggles and body image, the Commission said in a statement on Friday.
It stressed that the more a user engages with a type of content — such as by watching or liking videos — the more similar material the algorithm recommends.
The Commission said TikTok did not adequately assess how its recommendation system could lead users into repeated exposure to similar content that may affect wellbeing.
It pointed out that the algorithm uses signals such as engagement and viewing behaviour to personalise recommendations, and gave the example that repeated interaction with weight-loss or body image content may lead the system to recommend more of the same.
The potential impact includes increased feelings of sadness or anxiety, body dissatisfaction, lower self-esteem, or worsening of existing eating disorders and mental health conditions.
Claims of weak protections and limited user control
The Commission also preliminarily concluded that TikTok failed to put in place “proportionate, reasonable and effective” measures to reduce these risks.
Measures intended to diversify recommendations did not sufficiently reduce how often similar content is shown, including material related to mental health and body image.
User controls were also found to be ineffective, including cases where pressing “not interested” may not be enough to alter recommendations.
Viewing time was described as being prioritised over a user’s choice to see less of certain content.
At this stage of the investigation, the Commission said TikTok needs to change the design of the “For You” feed, including relying more on users’ explicit preferences, disabling viewing time as a signal for recommendations, improving the accessibility and usability of user controls, and regularly testing its algorithm.
TikTok can now review documents in the Commission’s file and respond in writing to the preliminary findings, while the European Board for Digital Services will be consulted.
If the preliminary view is confirmed, the Commission may issue a non-compliance decision that can lead to a fine of up to 6% of TikTok’s total worldwide annual turnover.
“Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same leading users down rabbit holes they cannot easily escape from,” Henna Virkkunen, the Commission’s Executive Vice-President for Tech Sovereignty, Security and Democracy, said.
