EU orders TikTok to change ‘harmful’ For You feed algorithm, threatens fines

The European Union on Friday, 6 November, ordered Chinese-owned social network TikTok to change the algorithm behind its For You video feed. In preliminary findings, the European Commission, the EU's executive arm, says the platform is violating the Digital Services Act, the bloc's rulebook for large online platforms. Unless the problem is fixed, the company faces large fines.

What Brussels alleges

The Commission says the algorithm creates a “harmful ‘rabbit holes’ effect”: users are served similar videos based on what they have watched or liked before, even when the content is emotionally triggering. According to the EU, this leads to “endless” exposure to content about sadness, isolation or body image.

Henna Virkkunen, the Commission's Executive Vice President overseeing tech sovereignty, said that each time a user scrolls or likes a video, the algorithm serves more of the same and leads people down rabbit holes they cannot easily escape. She said TikTok must step up efforts to protect users' well-being, including that of minors.

The EU acknowledged that TikTok has made some changes to reduce the risks, but said they were not sufficient.

TikTok's response and next steps

TikTok rejected the findings, calling them “fundamentally inaccurate” and saying they distort the platform's architecture. A company spokesperson said TikTok has a strong record of protecting its community and gives users direct control over their content experience.

Regulators say fines could rise by up to 6 percent unless the company resolves the issue. TikTok will be able to respond before the Commission issues its final decision.

Earlier steps

In February, the EU found that TikTok had not adequately assessed how addictive features could harm the physical and mental well-being of users, including minors and vulnerable adults. That earlier finding focused on features such as notifications, while the latest order targets the algorithm itself, a senior EU official told AFP. In July, Brussels accused TikTok of exposing children to risks such as cyberbullying and predatory behaviour. In the same month, the EU ordered Meta to change the Facebook and Instagram feeds.