TikTok Faces EU Crackdown Over 'Addictive Design

The European Union just declared war on TikTok's most fundamental features. In preliminary findings announced Friday, Brussels ruled that the Chinese-owned app's infinite scroll, autoplay, push notifications, and "highly personalized" recommendation systems constitute addictive design—a violation that could cost the company up to 6% of its global revenue.

This isn't about tweaking a setting or two. The EU is demanding that TikTok fundamentally redesign how its service works.

What Crossed the Line

The European Commission didn't target obscure features—they went after TikTok's DNA. The infinite scroll that keeps users swiping endlessly. The autoplay that eliminates any pause between videos. The push notifications that pull users back into the app. And most critically, the AI-powered recommendation system that learns exactly what keeps each user hooked.

These aren't bugs—they're features that have made TikTok one of the most engaging platforms ever created. The average user spends over 95 minutes daily on the app, according to recent studies. But Brussels argues this engagement crosses into exploitation, particularly of younger users.

Under the Digital Services Act (DSA), large online platforms must assess and mitigate risks to users' mental health and safety. The Commission's message is clear: keeping users glued to screens isn't innovation—it's manipulation.

Why This Matters Now

TikTok is facing regulatory pressure on multiple fronts. The US threatens forced divestiture over national security concerns. India banned the app entirely in 2020. But the EU's approach is different—and potentially more far-reaching.

This isn't about data flowing to Beijing. It's about the fundamental business model of social media platforms. The timing is telling: growing awareness of social media's mental health impacts, particularly among teens, has reached a tipping point. Meta faced similar scrutiny after internal documents revealed how its algorithms prioritize engagement over user wellbeing.

The EU's action signals a broader shift. Regulators worldwide are questioning whether the attention economy's race to maximize "time on site" has gone too far.

The Ripple Effect

If TikTok is forced to disable these features in Europe, the implications extend far beyond one app. Instagram Reels, YouTube Shorts, Snapchat—virtually every major platform uses similar engagement tactics. They're all watching Brussels closely.

For investors, the stakes are enormous. Social media companies' valuations depend heavily on user engagement metrics. If regulators start treating high engagement as evidence of addictive design rather than product success, it could fundamentally alter how these businesses are valued.

For users, the changes could be jarring. Imagine TikTok without infinite scroll—where you have to actively choose to see the next video. It might be healthier, but would anyone still use it?

The Innovation Dilemma

TikTok will likely argue that personalized recommendations aren't manipulation—they're service improvement. The algorithm learns what users enjoy and serves more of it. Isn't that what good technology should do?

The counterargument is equally compelling: when algorithms become so sophisticated that they can predict and influence human behavior better than humans can control it, we've crossed from serving users to exploiting them.

This tension isn't unique to TikTok. It's the central challenge of the digital age: how do we harness technology's power to enhance human experience without surrendering human agency?