The European Commission takes action against video app TikTok following consumer complaints about hidden marketing and aggressive advertising techniques targeting children.
Brussels wants the company to adapt its policies and commercial practices and comply with EU consumer protection rules.
The day-to-day EU administration has therefore started a “formal dialogue” with the popular platform. TikTok will be given one month to discuss the matter with the committee and the European consumer authorities and reach a satisfactory solution.
The umbrella European consumer organization BEUC had made it clear earlier this year that something was up after complaints about TikTok’s advertising practices from various countries.
EU Commissioner Didier Reynders (Justice): “The current pandemic has further accelerated digitalization. This opens up new opportunities but also entails new risks, especially for vulnerable consumers.
In the EU, it is illegal to target children and minors with disguised advertisements, such as a banner or flag in videos.”