TikTok agrees to strengthen EU consumer rights and avoid possible penalties

Chinese short-video sharing app TikTok has agreed to bolster rights for users in the European Union, EU regulators announced on Tuesday, avoiding possible penalties in a case sparked by multiple complaints from social groups. block consumers.

The European Consumer Organization (BEUC) in its 2021 complaint said ICT Tacwhich has grown rapidly around the world, especially among teenagers, has failed to protect children from hidden advertising and inappropriate content.

The company then held discussions with the European Commission and the national network of consumer protection authorities to try to resolve the issues and has now agreed to a number of changes, the EU executive said.

These include the introduction of an additional option for users to easily report advertisements that may encourage children to purchase goods or services or persuade their parents or others to purchase them for them.

Branded content will not be permitted to promote inappropriate products and services. Among other commitments, the company will clarify how to get rewards from its platform, and paid ads in videos will be more clearly labeled.

“All social media platforms are required to follow the rules and ensure that consumers can easily identify commercial content, including when promoted by influencers,” Chief Justice Didier Reynders said. said in a report.

TikTok said it will continue to improve its features.

BEUC, however, said TikTok’s offering fell short in some areas.

“The impact of such commitments on consumers remains highly uncertain. Despite more than a year of dialogue with TikTok, the investigation is now closed, leaving important concerns we raised unaddressed,” the chief executive said. BEUC deputy, Ursula Pachl, in a press release.

© Thomson Reuters 2022

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