Watch a TikTok video about diet or sadness, and the app may keep showing you more. Brussels says such repeated recommendations can draw users into harmful content and put their mental health at risk. Now EU regulators are challenging TikTok’s ‘For You’ feed, with a potential fine of up to six per cent of global annual turnover.
The European Commission shared on Friday preliminary findings that TikTok breached the Digital Services Act (DSA) through the so-called rabbit hole effect of its recommendation system. Regulators say the platform has neither properly assessed the risks nor done enough to reduce them.
A ‘rabbit hole’ is an online trail that becomes difficult to leave. In this case, watch one video about weight loss, and the algorithm recommends another, then another. The expression comes from Alice’s Adventures in Wonderland, where Alice follows a white rabbit underground and ends up in a strange world.
“Every time a user scrolls or likes a video on TikTok, the algorithm serves more of the same,” said Henna Virkkunen, Executive Vice-President for Tech Sovereignty, Security and Democracy. “Today’s preliminary findings show again that TikTok needs to step up its efforts to protect users’ well-being, including those of minors,” she added.
The Commission warns that repeated exposure to videos about sadness, isolation and body image may contribute to anxiety, low self-esteem and worsening eating disorders. Minors and vulnerable adults are particularly at risk.
When ‘not interested’ is not enough
TikTok’s ‘For You’ feed learns from what users watch and like. But the algorithm can mistake attention for approval. Someone may watch an upsetting video out of concern or curiosity without wanting to see similar clips.
TikTok has tools to diversify recommendations and let people reject unwanted videos. However, the Commission considers those safeguards insufficient. Its preliminary findings suggest the ‘not interested’ button may do little to change a feed because of the system. Brussels wants the platform to rely more on those preferences, stop using viewing time as a recommendation signal, make controls easier to use and test its algorithm regularly.
In October, Australia introduced a bill to pave the way for social media users to choose between an algorithmically personalised feed and posts from accounts they follow. It is called ‘My Feed, My Way’ and aims to give users more control over recommendations.
Other platforms face investigations and fines
TikTok is not alone. In July, Brussels preliminarily found Meta in breach of the DSA over potentially addictive features on Facebook and Instagram. Other investigations cover Shein’s products and recommendation systems, and risks linked to X’s AI model, Grok.
The Commission has already imposed different DSA fines: €120M on X for transparency breaches, €200M on Temu over illegal products, and €550M on AliExpress also involving the sale of illegal and unsafe goods.
