TikTok Withdraws Lite App from EU: Digital Services Act Claims First Victory
Brussels, Tuesday, 6 August 2024.
TikTok has committed to permanently remove its TikTok Lite app and Rewards program from the EU market, marking the first concluded investigation under the Digital Services Act. The decision addresses concerns over potential mental health impacts and addictive behaviors, especially among young users.
Background and Context
The Digital Services Act (DSA), which came into effect in August 2023, represents a comprehensive legislative framework by the European Union to regulate digital services and ensure user safety. This act has specific provisions aimed at scrutinizing very large online platforms (VLOPs) like TikTok, which is owned by ByteDance, a company based in China. The DSA’s primary objective is to mitigate risks associated with digital platforms, including the spread of harmful content and the exploitation of user data.
The Investigation and Its Findings
The European Commission initiated formal proceedings against TikTok on 22 April 2024, following concerns about the potential mental health impacts and addictive behaviors stimulated by the TikTok Lite Rewards program. The program, which allowed users over 18 to earn points by watching videos, inviting friends, and other activities, was flagged for promoting continuous engagement that could lead to addictive behavior. Users could exchange these points for Amazon vouchers or TikTok coins, further incentivizing prolonged usage.
TikTok’s Commitment and EU’s Response
In response to the European Commission’s concerns, TikTok committed to permanently withdrawing the TikTok Lite Rewards program from the EU. This commitment was made legally binding by the Commission on 5 August 2024. TikTok has also agreed not to launch any similar programs that could circumvent this withdrawal. This decision not only marks the first closure under the DSA but also sets a precedent for how digital platforms must comply with EU regulations to protect user safety and well-being.
Implications for Digital Platforms
The conclusion of this investigation under the DSA has significant implications for other digital platforms operating within the EU. It underscores the EU’s commitment to enforcing stringent regulations to protect users, particularly vulnerable groups like children and teenagers. Thierry Breton, EU Commissioner for Internal Market, emphasized that the ‘available brain time of young Europeans is not a currency for social media — and it never will be.’ This statement reflects the EU’s stance on prioritizing mental health and safety over digital engagement metrics.
Future Compliance and User Safety
While TikTok has expressed satisfaction with the amicable resolution, the company continues to face scrutiny under the DSA. Other pending investigations remain unaffected by this outcome, indicating that the EU will persist in its rigorous oversight of digital platforms. This development serves as a reminder to all digital service providers about the importance of compliance with regional regulations and the need to prioritize user safety over engagement and profits.